Many companies have adopted the NPS-methodology to measure customer satisfaction. That’s good news: the NPS score is fantastic, it’s a way of making your staff accountable, of benchmarking, of seeing evolution.
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For too many companies, the score is reduced to a company KPI. It’s become part of the statistics, part of the corporate dashboard. I say reduced, because there is so much more to NPS than merely tracking the score and making your team accountable for it. The most valuable aspect of NPS is that it’s a great conversation starter! Purely by asking the question, you are starting a conversation.
However, by reducing the methodology to just the score, it becomes the absolute opposite: a conversation killer.
Marketers are going to great lengths to get customers engaged. They spend a great deal of time and budget on social media campaigns, content marketing and maybe even have a conversation manager in the team. You know, that guy or girl that is responding to people’s comments on Facebook and Twitter? Who’s instagramming and stuffing the youtube channel?
Little do they realise that they can actually get more engagement from their customers, simply by reaching out and asking: ‘Hey there, I was wondering, how likely are you to recommend us to your friends or family?’. Our numbers show a response rate of 20 to 45%. How much response do you get from your social campaigns?
It must have happened to you. You see someone you vaguely know and they nod and say ‘hi, how’s it going? And they keep on walking without even waiting for your response. You’re left standing, mouth open.
That’s what you do to your customers if you ask them if they’d recommend you, why they give you a 7, a 9 or much worse, a 3 and you do nothing in response. People take their time to give feedback, often give you really good advice and you ignore it. Not really good practice in being customer-centric, is it?
You might think it an unrealistic mission, starting and keeping conversations going with many customers simultaneously. But who said you or your team should do this alone? Why not let technology help you? A few practical tips to get you going:
1) Engage directly and individually with everyone that is giving you a bad score, telling you about their bad experience. Understand what went wrong and take action. No excuses here.
2) Allow for all the scores and feedback to be analysed automatically. It will give you the unique chance to understand the reasons for making customers happy and for disappointing them. It will allow you to understand what makes a promotor and what makes a detractor. It will allow you to find the sweet spot for all of your engagement campaign success.
3) Based on the insights from the automated analysis, you can start introducing automated replies to certain groups of people. Whether it’s a reply with a follow-up action to your promotors or a simple thank you reply to everybody that gives feedback - any feedback.
Ask - get feedback - reply. That simple. Try it and see the magic happen! You’ll be stunned to see how much your customers will appreciate it. And isn’t that exactly what we’re all after? Happy customers that come back for more and recommend your business to others.