Customer experience and customer relationships are more relative than ever. In an era where the customer is the focus point, more and more organizations, from corporations, to non-profits, to government agencies, are using the simple and elegant Net Promoter® Score to determine customer loyalty and future growth. The NPS ranges from -100 to +100 and the most successful companies boast an average NPS of +50. Customer-centric organizations keep track of their NPS on an ongoing basis.
The NPS, however, is just an indicator for customer loyalty and not the Holy Grail. Achieving a high NPS does not mean you can rest on your laurels. Alternatively, a low NPS does not automatically translate to “game over” for your organization. Despite all its advantages, the NPS comes with a single big disadvantage: it does not allow an organization to identify and, subsequently, act upon the decisive factors that drive the customer’s score.
So, how do you act on NPS feedback? There are several ways to do so successfully:
Ask supplementary questions. The answers to those questions will outline a course of action towards maintaining and/or improving your NPS. There is little use in asking a customer to score your company unless you are able to pinpoint the reasons that justify the customer’s response.
Deconstruct the NPS. A deeper analysis of the NPS categorizes your customers in Detractors, Passives, and Promoters. Make sure you can identify your customers and act upon the score by getting back to them.
- Let your Promoters know they are valued customers and thank them for the high score. Keep them up to speed with current brand developments. Assure them of your appreciation and constant strive to live up to their expectations.
- Contact your Passives to let them know what your company is doing in order to increase the possibility of a higher score in the future. Engage them by asking their opinion on what would make your product or service the best according to their needs and desires.
- Admit your mistakes to your Detractors. Assure them that their complaints with your brand are being heard and suitable solutions will be developed and implemented. Inform them of the steps your company is taking towards an improved customer experience.
Deconstruct the supplementary questions. In this case you have to identify the customer and act upon personal feedback in open ended questions. Time consuming as it may be the crafting of a personalized approach does a great job at letting your customers know you really care about them and are making the effort to connect on a personal level. Modern customers expect to be appreciated and heard otherwise they take their business elsewhere.