The Importance of Improving Your Net Promoter Program

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Every company knows the value of customer loyalty whether you're selling insurance or toothpaste -  it's important to have customers who are promoters of your brand. The Net Promoter Score, or NPS®, is based on the fundamental perspective that every company’s customers can be divided into three categories: Promoters, Passives, and Detractors, all based on the one ultimate question: "How likely is it that you would recommend [your company] to a friend or colleague?” Companies that experience long-term profitable growth and success have Net Promoter Scores (NPS) two times higher than the average company. Here are some ideas to improve your Net Promoter Score which in turn will improve customer loyalty and revenue.

  1. Consistency.  Make your Net Promoter program a consistent business objective. If you're only giving attention to the program sporadically, enthusiasm and motivation from employees falls off as soon as a new objective appears.  Net Promoter Score is a direct correlation to customer satisfaction, therefore should always be on the brain of every employee.
  2. Get Everyone Involved. Involve every department from the beginning of the net promoter program all the way to the conclusion. Have department leaders formulate survey questions their interested in hearing the answers to, and in return give them analytics that are specific to their role in the company. When you provide all departments with results that will resonate with them and give them insight on how to improve, you'll have employees more engaged in the entire program's process.
  3. Seek Out Enthusiasts.  Find employees, across every department, who are passionate about customer satisfaction and form a Net Promoter "dream team." This group will lead the internal efforts, and the enthusiasm will trickle into every department. Your program will be more successful when multiple individuals and departments are owning customer satisfaction instead of one department bearing all the responsibilities.
  4. Highlight the Impacts.  If employees are directly shown how the Net Promoter Score is effecting revenue and company growth, the more likely they're to get involved and excited about the program. Show employees important metrics such as customer retention and ROI.
  5. Branding.  Just like branding is important to your company and product's success, the same goes for branding your Net Promoter program. Rally employees around the program by marketing it correctly and be sure it correlates with the culture of  your business.
  6. Listen to Employees.  The input and insight employees provide is just as important as the input from customers. Employees can shine light on a problem internally that may be effecting the program or your overall Net Promoter Score. Provide employees with a safe avenue to express their insights by hiring a third party survey provider like Direct Opinions to give employees complete anonymity.

By improving your Net Promoter program you'll ultimately see improvement in your Net Promoter Score and customer loyalty overall, resulting in higher profitable growth.

Read more about how Direct Opinions uses the NPS as a baseline, then digs even deeper to provide actionable insights.