No matter how many critics, indifference and promoters the NPS survey reveals: The division opens up numerous opportunities for companies to increase the value of their customers:
- Promoters can be used as multipliers or influencers by reporting positively on their experiences with the company on social media such as Facebook, but also in the newsletter or on their website. Even if you do not generate a large turnover yourself, you can recommend the company and its products to more affluent friends and acquaintances. They, therefore, have a high reference potential.
- According to the NPS, critics do not automatically have low customer value. If detractors justify their negative evaluation in an open answer field, they are also giving the company important information. Such information can be used for innovations or improvements.
Whether critic, passive, or fan – by giving reasons for their evaluation, customers have a high information potential. With its open answer field alone, the Net Promoter System can increase the value of the customers taking part in the survey.
The division of the participants into detractors, indifferents, and promoters also enables companies to define tailor-made marketing activities for each target group in the next step. Because if you know the customer value and know how high the customer satisfaction is, you can address the customers accordingly and focus on the most important relationships. The division and prioritization using the example of a matrix could then look like this (see graphic).
Companies that know the potential of their customers know how to use their marketing budget most effectively, based on the individual value of each customer. When companies reach the right buyers with the right marketing and sales campaigns, this not only increases customer value but company sales and profitability also benefit. It is only with tailor-made marketing strategies and social media campaigns that focus on the customer which increases a company’s long-term value.