It is recommended that you read this article first to get you up to speed about NPS surveys.
Have you ever wondered how much work goes into Net Promoter Score (NPS) surveys?
From project planning, there’s survey design and testing. Then, you have to constantly analyze the data and create reports. It’s also a recurring thing, meaning, it requires consistent checking.
Let’s be honest, launching a customer NPS survey requires commitment and not all companies are ready to invest in it. Especially when what you directly get at the end is just an awareness of your customer success and where you stand by comparing NPS scores by industry.
What you do with the data is another thing.
Sure, you score a data bonanza that answers your burning customer questions like:
- Are my customers getting value from my products?
- Do my clients love my services or do they hate it?
- Am I still making most of my clients happy like before? Are they staying?
- Is our company becoming irrelevant? Is it time for a new product feature?
- How do I fare against the other companies in my industry?
But will the difficulty be worth it?
I suppose because all the big companies are doing it. And NPS Scores are indirectly tied to revenues…
But what if you figure out a way (or ways) for NPS Surveys to do more than just track your customer happiness, would you be all for it?
Shocking news: You actually will (after reading this post, that is).
What most don’t know is that the NPS survey, if done right, is a survey that can launch a hundred more marketing initiatives. Initiatives that are centered in driving your company’s growth.
How? Read on.
1. Get testimonials from customers who already love you
It’s funny how tricky (and awkward) it is to ask for client testimonials. It’s so true because you’ll find tons of articles that suggest creative and foolproof ways of obtaining user testimonials.
In our case, our NPS questionnaire did the trick. It flooded us with hundreds of user testimonials that we can use in our marketing materials. There’s no solid NPS survey questions anyway, so we added a twist.
Here’s the kicker. When a user gives us a 10 on the survey, we follow up with a why. Remember, these are your happy users. Their kind is more likely to share the positive experiences they had with you.
We then added a checkbox, asking them if it’s okay for us to use their comments as public testimonials, along with a name and a company field.
On top of scoring a testimonial, you just bolstered the positive perception that the clients have for you—they’ll remember your brand, but most importantly, they’ll remember that they like, if not love, your brand. Total win.
2. Inspire your writers with conversion-focused copy
Do you know what else these testimonials are good for?
Your web copy, email copy, blog post, posters and flyers—just about any of your marketing or sales copy material.
Yes, those heartfelt user feedback may just help your copywriters land your web’s best performing landing page to date.
The memorable phrases by your actual satisfied customers, when glazed a bit,
will surely resonate with their fellow customers and prospects.
And what does this ring? Higher chances of conversion, translating to higher probabilities of closing sales.
3. Sort out clients according to their feelings towards you
See, NPS Surveys lets you filter your clients according to loyalty categories:
- Detractors - users who give you a score of 0-6
- Passives - users who give you a score of 7-8
- Promoters - users who give you a score of 9-10
You’ll need the categorization for the NPS score calculation. More so, you’ll need it to tag and organize the audience for your marketing campaigns. Free ideas below.
- Send customer rewards, promos, and casual upsells only to Promoters. They’re most likely to respond.
- Consistently nurture your passives with product knowledge and use cases. These will help them realize the true value of your product.
- Learn from your detractors, but don’t work on converting them too much as they may not be your ideal clients. Send them less to no upsell campaigns.
4. Build a referral community
During the pre-internet era, people have relied on word-of-mouth marketing because it has hugely influenced their purchasing decisions.
Up to this day, referral marketing hasn’t lost its luster. 84% of consumers say that they trust recommendations made by families, friends, and colleagues on a product or service.
That said, your group of promoters is an important resource. They are the ones who are going to advertise your product.
Frankly, though, they are not just going to do it out of the blue—they need a little nudge from you. So why not build a referral program and start tapping these people?
5. Make users stay longer than they intend to
According to Bain & Company, it costs 6-7 times more to acquire a new customer than retaining an existing one. So it’s important that you work on your customer retention.
In doing so, focus on your VIP members a.k.a. your promoters. Make them feel special. Give them reasons to stay. Try to:
- Give them access to premium customer support.
- Offer exclusive discounts and deals.
- Structure a reward program that benefits loyal and long-staying users.
- Personalize your emails and follow ups.
- Talk to them and express your appreciation.
Commit to these and you’ll soon see your Customer Lifetime Value (CLTV) increase.
6. Hack your less satisfied users’ brains
When it comes to your less interested users (passives), there’s a bit of juice that you can squeeze from them.
The passives are the ones who don’t care. They may switch to a different brand the next day and forget about you. Probably because they:
1. Do not know your product all too well that they don’t see the real value of it.
Counterattack: Expose them to user knowledge by sending them to useful blog posts, asking them if they need any help or if there’s anything that you can do for them to give you a perfect 10 on the next NPS survey.
2. They see you like your every other competitor.
Counterattack: Show them how your unique value proposition (UVP)—something that only you can offer—can help them achieve their goals.
Who knows? They might switch to being your promoters.
7. Let disgruntled users vent out to you—silently
People use social media all the time, especially during disappointing moments when they get negative experiences with a brand.
In fact, people are more likely to share negative reviews (45%) on social media than they would on the positives (30%).
To lessen the chances of being attacked publicly, you can indirectly use NPS surveys as avenues for negative feedback.
It’s not the purpose of the survey, but your vocal detractors will air out their product frustrations or feature requests or pricing opinions through that survey.
Don’t fret. This has a bright side to it.
What you can do is address these concerns if you deem appropriate and lessen the grudge. Solve it before it blows.
Remember, it takes 12 positive experiences to make up for one unresolved negative experience.
That’s about it. NPS Surveys aren’t just done to get a feel of how your customers feel about you. Now, you know that they can do more than just monitoring and improving your customer success. Since you reached the end of this article, you probably have brewing ideas on how NPS surveys can complement your very own marketing strategies.