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Topic(s): Metrics & Methodology Customer Engagement

Turn Your Promoters into Ambassadors

Getting someone to love your brand is good. Getting someone to leave their house and get other people to love your brand is priceless. True loyalty comes when your customers actively participate in your brand.

That's why it's extremely important to follow up on your promoters. Those are the (very) happy customers who have responded to your NPS survey with a 9 or a 10.

They represent success and behave like loyal customers:

  • they make repeat purchases;
  • they give your company a large share of their spending;
  • they talk about your company or brand to their friends and colleagues;
  • they take time to respond to surveys and they offer constructive feedback and suggestions.

Your promoters aren't necessarily ambassadors

It may sound easy to see your promoters as ambassadors, but that's a misconception. The customers that gave you a high score, won't necessarily recommend your product or service to their friends or family. As a company you'll have to earn your ambassadors.

As your detractors will help you to constantly improve your products or services, your promoters can do something as well. The fact that they're already satisfied doesn't mean they won't have suggestions. So a follow up for the highest scores (9 and 10) is extremely important!

The right follow up might just turn them into reliable ambassadors.

5 tips to wow your promoters

1. Start with saying 'thank you'

Everything starts with thanking your customers for their effort, by sending them a brief thank you message.

Pay attention! Never thank your customers with discounts. Your promoters paid the full price and gave you a high score. Giving them a discount after their purchase might make them mad and unsatisfied.

2. Activate them, start now!

It's not your mission to tell a story and hope people to connect with it. What you really want to do is inspire people to help craft the story and bring others into the story through their own personal connection to it.

There are different ways do create buzz and to activate your brand ambassadors.

3. Personalise your content

Start with enriching your CRM with all the data you have about your customers, it will help you to provide them a better service.

Analyze the data for all your promoters and send them personalized messages. Your customers will feel more connected to an interactive brand and personalized experiences.

But pay attention! Don't push it, don't simply send them messages to buy new products. Send them information that is interesting to them, information that they might want to share with their friends. This will give your promoters the right tools to become your ambassador.

4. Use print media

Don't forget printed media! A personalized birthday card attracts way more attention than an email in their mailbox. Your customers have no time, so your messages need to be short and sweet, to really attract their attention.

5. Respond to social messages

When you've found some promoters that are sharing content about you, make sure to interact with them. Did someone write a good review on Facebook? Like the review and respond with a thank you message.

Interact with them! When someone mentioned you on Twitter, try to answer within the hour. This will make people tweet about your level of service and your product.

Go the extra mile. It's not just the person you helped that will appreciate the effort, but also everyone else who found out about it.