This is How Companies Use Them with the Net Promoter System®
Which entrepreneur doesn’t dream of customers not just buying their products but supporting, or even better appreciating the guiding principle behind the product, the company’s internal philosophy—or best of all—being true fans of the company, the brand, and the product?
The Importance of Promoters in the Net Promoter System
Promoters became known primarily through the Net Promoter Score® (NPS®). The Net Promoter Score metric measures customer satisfaction, as only very satisfied customers recommend a company, brand, or product to others. Therefore, the willingness to recommend allows conclusions to be drawn about current customer satisfaction. The question to determine the Net Promoter Score is:
How likely are you to recommend the company/website to a friend or colleague?
The interviewed customer answers on a scale from 0 to 10, with 0 being very unlikely and 10 being very likely. Promoters are defined as those that give a value of 9 or 10.
How do Customers Turn into Promoters?
Customers are people who have bought or used a company’s product or service. In marketing, customers are referred to as actual or potential buyers in a market or as a person who concludes a deal with an opposing party. This definition has a great advantage: It encompasses employees or sub-contractors and classifies them as a type of clientele—and that can be a real eye-opener for entrepreneurs who have not previously viewed their employees from this point of view.
Why this is so important can be seen in companies that look after their employees every day. These employees speak positively about the respective company in public, enjoy going to work, are friendly to customers, and stand up for the company’s values. The employees are thus also promoters of the company.
If you call all of these people customers, you can already imagine that various factors are necessary in order to turn them into promoters. In other words, the company has to offer something and think about measures to meet—or better yet exceed—various customer expectations. Only in this way can one fulfill and also increase satisfaction. For simplicity, we break these expectations down as follows:
How can Detractors turn into Happy Promoters?
Understandably, when evaluating the Net Promoter Score®, it is more fun to listen to hymns of praise than to read through the reviews of dissatisfied customers. But critics hold great potential as they often reveal weaknesses that a promoter may otherwise overlook. Detractors, on the other hand, do not know such flattery, and their criticism is ruthless. After all, they do not (yet) bind emotions to the company.
This is exactly a great opportunity for the company: If you show that you take the feedback seriously, that you react in a friendly, empathic, and understanding manner, and that you are ready to improve or that you can admit mistakes, you can often win over detractors. Sometimes simply apologizing to detractors and thanking them for the feedback can often put them in a milder mood. Because they have such low expectations of the company that this first communication is often the first step in convincing the critics of the company—and thus taking a step to turn detractors into promoters.
Further Reading: What is a feedback loop? Checklist for a Successful Closed Loop
The Best is Yet to Come
Thanks to their recommendations, promoters are an indispensable part of every business. That is why Management, Marketing, Sales, and even the Human Resources department attach great importance to customer satisfaction—and as shown, these are by no means just the buyers. After all, employees also play a major role in the impact a company has on potential customers.
Anyone who manages to get an overview of their personal promoters and detractors through targeted feedback with the Net Promoter Score can use it specifically for their own business in order to continuously improve it and to win new customers through authentic reviews. But this requires some basic knowledge and also the willingness to undertake an entrepreneurial/mind change. Only when a company holistically focuses on its customers can their constantly changing expectations be met (or better yet, exceeded)!
Exceeding expectations is not only a guarantee for economic success but also a factor for a high level of employee satisfaction, a positive, authentic external and internal image, and a holistic company mission statement that all employees can experience. This makes a company a place of well-being for all customers and employees!