Are you missing out on turning promoters into customer advocates?


NPS has always split opinions, some see it as a vital customer metric used to make strategic decisions while others have fallen out of love with it, instead opting for other metrics such as customer satisfaction (C-Sat), Customer Effort (or Net Easy) or Customer Emotion. My position has always been a blended model, one that uses the right metric and the right time along the customer journey.

Regardless of how organisations use NPS the one common factor is it isn’t being used to its full potential.

World-renowned Professor of Marketing, Philip Kotler, has long believed these customers can become hugely valuable:

Imagine this scenario; you request some feedback using NPS as the primary metric, a customer responds scoring you a 10 and you say thank you. What’s wrong with this? On the face of it nothing, but we’ve just let a customer, one that has explicitly told us they are highly likely to recommend us slip through our fingers.

Empowered in the right way this customer could become one of your biggest advocates.

Advocates will do your marketing for you if you mobilize them, listen to them and engage them.

So how do you take advantage of this opportunity? The first thing is relatively simple… get them to share their positive comment on their prefered social media channel. In order to make them more likely to do it you may want to incentivise them, perhaps 10% off their next order and £20 for every customer that goes on to buy. Not only will this increase the likelihood of people recommending you it will also help encourage repeat purchases and drive new sales.

Did you know?

Word-of-Mouth marketing has been shown to increase marketing effectiveness by as much as 54%

However, there’s so much more you can do with this customer advocate so don’t let this be the only thing you do with them. Here are just a few ideas…

  • Include them in market research
  • Ask them for their ideas & opinions
  • Invite them to be part of your customer forum
  • Turn them into a brand ambassador

My advice is to keep them engaged, find the right balance of asking them for their time and rewarding them for being such a valued customer. Used in the right way these customers can turn into one of your most important assets allowing you to enhance your brand reputation, increase your organic sales and reduce your marketing costs.

Zappos Customer Advocacy

Still not convinced? Zappos, the online shoe and retail company, sold to Amazon for $1.2 billion in 2009 built their entire company by focusing heavily on customer service and experience and very little on traditional marketing.

Zappos actively encourage their customers to share their positive experiences online and join the Zappos community, this has led to:

75
of revenue comes from existing customers
42
of new customers come from online customer referrals
58
of customers leave a positive comments on Facebook

Tony Hsieh, CEO of Zappos is very passionate about their approach:

Our philosophy is to take most of the money we would have otherwise spent on paid advertising or paid marketing and invest it into customer service and the customer experience instead, and let our customers do the marketing for us through word of mouth.

How We Can Help

Our solutions are designed to help you work with your customers when creating new and innovative products and services. We help you crowdsource ideas, capture opinions, test assumptions and understand what customers value most. Our team of experts will also be at hand to offer their knowledge, ensuring you engage with your customers in the most effective way.

Yiannis Maos

Author Yiannis Maos

More posts by Yiannis Maos

Leave a Reply