Every business wants to have satisfied customers. One of the proven systems for tracking and understanding customer satisfaction is NPS ( Net Promoter Score). Basically, it is a one-question survey that presents a scale 1 to 10. The most used form of a question is this:
“How likely is it that you would recommend [our products, services, content, etc.] to a friend or colleague?”
Although it’s typically asked in call center surveys after the regular calls, this method can also be used as Email Campaign. Of course first, you need to have an Email list. Sometimes even large companies do not pay attention to define email strategy and capture emails of their customers and miss the opportunities to engage and optimize their business.
This proven metric provides the core measurement of customer experience management programs the world around.
Respondents are grouped as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others. [ Treat them as gold]
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. [ opportunity to create engagement strategy for them]
- Detractors (score 0-6) are unhappy customers who can damage your brand through negative word-of-mouth. [ alarm to do something ]
Net Promoter Score Calculation
Your Net Promoter Score is simply the percentage of promoters minus the percentage of detractors.
With a combination of other tools for data collecting and your autoresponder company, you can easily “tag” different customers and prepare a follow-up sequences more efficiently. For example, you can send “promoters” some free gift, discount, exclusive membership in premium loyalty club etc.. That’s the process of building the strong relationship with proper targeting and structured analysis of captured responses. Detractors can be tagged for automated emails giving them an opportunity to send feedback for a special emotional targeted campaign and free trail solution of company’s new products. Once you know the first impression of your brand image and overall satisfaction, it’s good to start point for split testing.
To get even more representative answers for NPS question try to ask them in this form:
“If you could, how likely is it that you would recommend [our products, services, content, etc.] to a friend or colleague?”
That’s only one way of putting the customer in wider perspective to go beyond temporary good or bad experiences and give more objective answers. Those answers will be true reflection how customers, prospects, subscribers see and feel about your business. It’s pure gold for designing the right strategies. This other form of asking NPS question can be equally applied in call centers or email campaign.
If you’re planning to improve customer satisfaction in 2018, consider making the right email marketing strategy to get to know better your customers, prospects, and subscribers. Every penny invested in learning more about your audience will help you anticipate problems and solutions before they happen. Email business models and marketing strategies are an important part of any business no matter you are some big telecom, corporate business or just blogger or online entrepreneur. Once you understand the process Email possibilities are endless, so use them to improve your business.