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How to Follow Up With an NPS SurveyApril 20, 2017
NPS tells you where you stand with customer loyalty—but it’s what you do with that score that determines how you’ll grow.
You learn how to build your customer base when you find out the reasons for each score. When you close the loop, you discover critical mistakes that are preventing your detractors from becoming your biggest promoters. You learn how to delight your passive customers before they churn. And your promoters help you learn how to boost customer referrals so you can increase sales.
Here we’ll break down how to follow up with each range of scores—promoters, passives, and detractors—to show how each group’s feedback can help you improve customer retention.
How to turn your promoters into repeat revenue
Promoters spend 15% more than other customers and drive 35% of your revenue. However, only about 20% of your promoters will actively refer your product without you asking them to. If you don’t reach out to them for testimonials, you could be leaving more potential revenue on the table.
A simple way to do this would be thanking your loyal promoters, and then asking them what they value most about your product. If they tell you why they gave you a high score, then the chances are that they would be happy to share those positive comments about your product. So all you have to do is ask for permission to use their feedback as a testimonial on your site.
Alex Turnbull, CEO of Groove, made it easy for promoters to share their story through a phone discussion or by answering two questions in this email. Providing sample questions like he did reduces friction, so they’ll be more willing to share their positive experiences.
You can further strengthen relationships with your promoters and encourage word-of-mouth referrals by rewarding them for their testimonial with your company’s branded swag. Printfection will print your company swag on demand and integrates with Zapier, so you can automatically send free gear to your loyal promoters who complete your NPS survey and leave a review. Sending swag drives even more revenue because your loyal promoters will effectively act as advertisers for your brand.
How to turn your passive fans into active promoters
Passively satisfied customers aren’t necessarily “good” even though they fall closer to the promoter end of the NPS spectrum. They don’t hate your product, but they don’t really love it either. If you overlook them, they’ll overlook you and leave in 6 months when a better offer comes along.
Your passive customers are price sensitive, which means they’ll switch to competitive products with similar features to yours just to get a better price. You have to target more than price and show that you offer a better experience. You can offer them a free extended upgrade, so they stick around long enough to have a better “taste” of your product.
When you offer this upgrade, you want to mention that this doesn’t carry any risk and show them value. This is the thought behind this email that Michael Xu, Chief Momentum Architect at Strikingly, sends to extend the trial period for Strikingly Pro customers. You could adapt this upgrade offer for a survey follow-up with your passive customers.
But even after their extended trial period ends, you want to follow up with your passive customers to find out how they felt about using your product during that time.
For example, you could ask them to share what they liked or disliked about your product during that trial period. When you ask for both sides of what passives like and don’t like, it encourages them to provide stronger feedback that helps you learn how they were trying to use your product. You’ll determine which features will convert so that you can focus on those in your onboarding. And you’ll learn what parts of the onboarding experience need to be improved so you can reduce churn.
With an email tool that specializes in segmentation, like Customer.io, you can target customers who rated you 7 or 8 and signed up for your extended trial offer. Then, you can trigger a follow-up campaign when their trial is about to end.
How to turn your detractors into paying customers
Your detractors do more harm than even your most loyal promoters do good—detractors are twice as likely to spread negative comments than your promoters are to share positive experiences. Detractors damage your reputation and your bottom line, which is why you need to have a follow-up plan for them. When you reach out and act on their problems, it’s your only chance of keeping them as a customer—and keeping them from warning potential customers away.
Amy Trus, Senior Lifecycle Marketing Manager at VideoBlocks, noticed that detractors were the most engaged with marketers who reached out to them. This means that they’re willing to tell you what’s wrong and how they’re trying to use your product. Detractors are your greatest opportunity to learn how to improve your product. If they have a specific issue you can address, this is your chance to show that you care, impress them, and increase their loyalty by solving their problem.
Reach out and ask for more feedback from your detractors. Cara Herrick, Customer Success Manager at Drift, sends this email to detractors. When you go above and beyond to address their issues and don’t try to sell them anything, it shows that you truly care about their experience.
Reach out to them over phone or email to discuss any problems they’re facing. Make them feel included in your product roadmap during your follow-up discussion. For example, if their problem is solvable with a future feature update, you could offer a sneak peek of that update and invite them to beta test it when it becomes available.
You can integrate Qualaroo’s NPS data with Slack to notify your customer happiness team as detractor ratings are routed to a dedicated #customer-happiness channel. That way, your customer service team can delight detractors by quickly responding to their issues.
Use feedback to strengthen retention
As Steve Jobs said, “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” When you follow up with NPS survey scores, it’s one way to get closer to all of your customers, whether that’s your most negative detractors or your most positive promoters. You can use their valuable feedback to detect and address their needs to keep them as a customer.
But you’ll do more than discover valuable insights to address their needs. You’ll build loyal customer relationships when you’re able to resolve the problems that matter most to them. And it will remind your customers of the good things they enjoy about your brand the next time they think about endorsing you to their friends.
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