Our Net Promoter Score Tool and Why You Need It
What is a Net Promoter Score?
Everyone is familiar with customer satisfaction surveys and how they can benefit a business. A customer satisfaction survey focuses on the experience with a product or service. A Net Promoter Score is a tool that is used to gauge the loyalty of existing customers. It is a simple thing for your customer: only two or three questions, unlike the sometimes lengthy models of customer satisfaction surveys.
While the Net Promoter Score (NPS) survey may be simple for the user, the calculations behind it are not. Let’s break the NPS down into a few steps:
- On a scale of 1-10, how likely are you to refer [COMPANY] to a friend or colleague?
- What could [COMPANY] do differently to get a higher score?
- What does [COMPANY] do well?
Some systems will ask only one of the follow-up questions based on what score they assigned on issue one. Here is where it gets interesting… scores that you may think are beneficial are not helping you:
- Scores ranging 1-6 are scored as a detractor: they are a client but do not have a high loyalty score.
- Scores ranging 7-8 are passive; they are satisfied but not amazed by your products or services. These clients might leave if one of your competitors approaches them with the right opportunity/promotion.
- Scores ranging 9-10 are your promoters. They are loyal to your business and will tell friends, family, colleagues, etc. about your business.
The math behind the NPS system is a little complex but very useful. Essentially, a score over 0 is good. A score of 50 or more is considered Excellent, and anything over a 70 means you’re offering world-class products and services.
So What’s This Tool?
NPS tools are widely available on the internet. Most companies charge a monthly fee to administer the NPS survey and aggregate the data. Digital Bombers decided to build our version of the NPS survey and combine it with another useful tool: we follow-up with NPS entrants to request that they leave a review on Google, Facebook, Yelp, etc.
It’s a bit of a unique spin on the traditional NPS tool because we want to get the feedback while the clients are thinking about your business. Ratings and reviews not only help to establish trust with potential customers but they also provide a boost in local search results. Businesses hold most of the time, the top positions in Google Maps with good reviews. The power of social proof is impressive!
So how does our system work? Easy:
- We set up an account for your business at MailChimp. If you already have an account, even better. If you use another company, we can probably work with that, too.
- We import your customer database.
- We design an email template and write copy for the Net Promoter Score request.
- We build an NPS form into your website – available for the recipients but not able to be navigated to by regular website viewers.
- We then build the follow-up email template that solicits reviews
As the system runs, results will be emailed to you and stored on your site. We have multiple ways to help process the data. You can leave it to our team to compile and analyze if you wish or we can provide a simple Excel file to put the results in to calculate manually. Still very simple, just a little extra work. And best of all, once we implement it, the system is almost fully automated!
Why Your Business Wants This Tool
The world of business has changed dramatically over the past decade. Companies are no longer in a position to tell a consumer what they should want/need and expect to be successful. Today’s economy is dictated by the consumer and the most successful companies already understand this. If a consumer doesn’t feel like their voice is heard or that a business doesn’t understand their needs, they won’t become a customer. On the contrary, the companies that solicit input/feedback and put the results in action are building a foundation of very loyal customers.
Every business should be checking in with their customers regularly. This feedback should be used to feed business decisions, changes in processes, and to ensure you are providing products and services that your customers want and need.
On top of that, having your existing customers leave reviews will help build social trust and your business will have a higher probability of converting a viewer to a customer.
If you have questions about any of this or would like to discuss implementing for your business, contact us today. We’re happy to help!