When it comes to positive word-of-mouth-marketing, one of your ultimate goals should be finding out exactly who your “Promoters” are. Promoters are the people who are not only happy with your services, but enthusiastic enough to spread the positive word. Enough Promoters can easily propel your business to the next level.
Net Promoter Score
So how, exactly, do you find out who your Promoters are? A Net Promoter Score (NPS) question measures customer retention and growth by analyzing the answer to one question, and following up with another question to gather more insight.
On the other side of the coin, it’s extremely important to learn who your “Detractors” are. These people have the ability to pull clients away from you, whether it be through social media or personal contact with friends and colleagues. Another group, the “Passives,” lie somewhere in the middle:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied-but-unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
The NPS question is on a 0-10 scale, and can be worded in this way:
“Considering your complete experience with ‘company name,’ how likely would you be to recommend them to a friend or colleague?”
This would be followed by at least one question asking the reason behind their scoring, or preferably, a more specific question based on how they scored you.
If utilizing just one follow-up question, consider something like:
“Are you willing to share the primary reason for the score you gave us?”
If you will have hundreds/thousands of replies, separating out the type of responses by their scores would be beneficial in order to better-analyze results.
There are numerous ways to ask the follow-up questions, and they should be personalized to your particular product or service. Below are some examples for more in-depth follow-up questions:
- Respondent’s score is 0-6: “What can we do to improve our service?”
- Respondent’s score is 7-8: “What is one thing we could do differently to improve our service to you?”
- Respondent’s score is 9-10: “Awesome, thank you! Would you tell us why you feel that way?”
Do you want to include a Net Promoter Score question and follow-up in your next customer survey? Peak Surveys can help create the right question and feedback tool designed to give you accurate, actionable data!
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