Net Promoter Score scale is now an industry standard scale created by Fred Reichheld. The main aim was to identify brand loyal customers using one single question. NPS only has one single scale ranging from 0 to 10. Respondents are demarcated based on their ratings- detractors- passives- promoters. In this blog, we will discuss segregation and how to turn unhappy customers into promoters.
What is a Net Promoter Score Scale?
The NPS scale has a single question that is curated in the following manner:
“On a scale of 0 to 10, How likely are you to recommend our (products/services/brand) to your friends and family?”
- Scores from 0 to 6 are detractors. Detractors are unhappy customers.
- Passives will rate between 7 and 8. Passives are customers who do not lean on either side of the scale. They might also be indifferent to your brand.
- Scores between 9 and 10 indicate promoters. Promoters are happy customers or brand advocates.
What is the Net Promoter Score formula?
The NPS calculation is the difference between detractors and promoters.
NPS score formula = % of promoters – % of detractors.
This will give you a fair idea of detractors or unhappy customers. You can retarget CX efforts to attend to detractors and create better strategies to bring them into the promoter side of metrics. However, do not neglect passives in the scale.
Passives are usually in the threshold between detractors and promoters. This is an untapped opportunity for CX teams to create better product and service offerings for them. Another way to create promoters out of passives is to offer exceptional customer experience.
A great CX strategy alone can help your brand stand out in a competitive marketplace.
8 Ways to Turn Detractors to Promoters
Here are some proven methods to turn unhappy customers into brand ambassadors or promoters.
1.Track critical customer satisfaction metrics
Customer feedback offers vivid insights on a buyer’s emotions, pain points, preferences and service gaps. Conduct occasional net promoter score surveys in the customer journey. This includes post purchase surveys, conversation with a sales service team member or during product usage etc. Seek open-ended feedback apart from closed-ended score values. Assess the sentimental metrics over a CX dashboard’s word cloud segregation. Current AI tools can detect frustration metrics over CX dashboards.
2. Offer personalized communication and humanlike empathy
When customers feel understood and valued, they are more likely to stay loyal to a brand. This can be achieved by training customer service representatives to actively listen and empathize with an unsatisfied customer.
Technological assistance can also come with a lack of human touch. In a pain point, people require instant human to human communication. While a live chatbot is faster it can be frustrating for certain customer segments. They are particularly not tech savvy. Seek open ended responses and allow people to express their concerns beyond a rating scale. Make customized amends and offer them reassurance for the future. A good CX protocol will always include personalization assistance.
3. Close feedback loop on multichannel platforms
Your customers often have a multichannel approach. This should signal a brand to become omnichannel immediately. Starting from 2024 onward, if you do not go omnichannel, you miss the potential to collect information from your user base across platforms. You need to reduce resolution time with your detractors and solve their queries faster. Capture their feedback across social media platforms via CRM softwares, in-app messages or phone calls to customer support. Gather their data on several touchpoints and analyze user behaviour.
4. Follow-up with detractors after initial resolutions
Detractors can also become brand ambassadors if organisations actively follow up post resolution. While capturing NPS results, you can assess lower scores and identify unhappy consumers. Follow up after resolving the problem to gather post-resolution data. This will denote that companies truly care about their customer base. Follow up can often bring a good NPS score for your organisation.
5. Offer survey rewards, discount coupons and loyalty programs
One must also note that a loyalty programe or a discount code is not a replacement for bad CX.Attend to grievances and pain points of customers. When appropriate, offer them apt incentives to keep their business.
Survey rewards, discount coupons and loyalty points are a great way to encourage people to have repeat business with your brand. Offer loyalty points for long term customers, survey rewards and membership discounts. Add survey incentives for feedback surveys where people can redeem coupons upon feedback completion. However, the incentive has to be appropriate as per the target audience. This also encourages frequent communication during the customer journey. Meanwhile people can share their candid feedback during the purchase process.
6. Conduct real-time analysis and prevent customer churn rates
Marketers can find the loophole using real time analysis across trends and patterns. The support team can attend to detractors faster than usual. This is also a main reason for customer delight. People usually want quick resolutions for problems. While this cannot be possible when manual input is concerned, companies can deploy round-the-clock chatbots and smart AI tools.
Real time analysis on the Merren CX dashboard is a boon. This activity converts detractors to promoters and brings in more loyal customers.
7. Learn from past mistakes and upgrade CX
Customer complaints can help you see CX gaps and cover them to prevent the damage of online reputation. One must note that attending to unsatisfied consumers is not a one time activity. Deliver on the product and service promises to maintain their long term business. A well built CX process includes resolving customer questions, attending to every support ticket, offering instant resolution and seeking post-resolution feedback. Offer feasible solutions and stay transparent on the promises a company can deliver.
Conclusion
Looking to create your own set of survey questions? Choose from Merren’s extensive survey templates for the modern day marketer. Sign up for a 14 day free trial and create an instant survey with Merren. Supercharge the way you collect customer data and 10x your response rate with Merren CX.
