6 Steps for Getting Valuable Customer Feedback with NPS Score

Are you looking for ways to gather valuable customer feedback?

The Net Promoter Score (NPS) can be a great tool for understanding how your customers perceive your brand.

In just a few simple steps, you can start leveraging the power of NPS to gain insights that will help you improve your business.

Step 1: Set up the NPS Survey

Beginning your journey with NPS (Net Promoter Score) necessitates creating a concise and clear survey to gauge customer sentiment. The primary question you'd want to ask is: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?"

This question's simplicity helps in capturing the essence of customer loyalty and satisfaction.

However, it's not just about the question; the medium matters too.

The accessibility of your survey can significantly influence response rates. By leveraging various channels, you can cater to the diverse preferences of your customer base:

• Email: A traditional and effective method, sending NPS surveys via email allows you to reach out directly to your customers' inboxes. This method is particularly useful for businesses that already have an established email marketing strategy or a list of active subscribers.
• Website: Embedding your NPS survey on your website, especially on key landing pages or the checkout page, can capture feedback from users while their experience with your brand is still fresh in their minds.
• SMS: In an increasingly mobile-centric world, SMS provides an immediate way to reach customers. This method is perfect for businesses whose clientele prefer on-the-go communications. An added benefit is that the response rate for SMS can often be higher than other channels due to its direct nature.

To ensure a seamless experience, make sure your survey design is mobile-responsive, straightforward, and quick to fill out. A cumbersome survey can deter customers from completing it, thereby reducing the number of responses you receive.

Step 2: Calculate the NPS Score

After gathering a substantial number of responses, it's time to dive into the data and derive your Net Promoter Score. The calculation process, though simple, requires careful categorization.

Customers are essentially grouped based on their feedback into one of three categories:

• Promoters (score 9-10): These are your brand's champions. They are the customers who are extremely satisfied with your product or service and are most likely to endorse it to others. They not only help drive repeat business but also can act as brand ambassadors, spreading positive word of mouth.
• Passives (score 7-8): This group represents customers who are neutral. They're satisfied but not to the point where they'd actively promote your business. They might like your product or service but are also open to trying out competitors. While they don't spread negative feedback, they also don't bolster your brand's reputation actively.
• Detractors (score 0-6): Detractors are customers who had a less-than-satisfactory experience with your brand. They are unlikely to recommend your product or service and might even dissuade potential customers. Listening to their feedback is crucial as it can offer insights into areas that require improvement.

To compute the NPS:

1. Find the percentage of Promoters: (Number of Promoters / Total number of respondents) x 100
2. Find the percentage of Detractors: (Number of Detractors / Total number of respondents) x 100
3. Subtract the Detractor percentage from the Promoter percentage: NPS = % Promoters - % Detractors

The resulting figure, which can range from -100 to +100, is your Net Promoter Score. A positive NPS is generally perceived as good, indicating that you have more promoters than detractors, while a score above 50 is considered excellent.

However, the context of the industry and region can also influence what's seen as a "good" NPS.

Step 3: Reach out to Promoters

Your Promoters, the customers who hold your brand in high regard, are invaluable assets to your company. They've already shown an inclination to support and advocate for your brand, so it's imperative to nurture and foster this relationship further.

• Personalized Appreciation: In today's automated world, a personalized touch can make a significant difference. When reaching out to your Promoters, ensure you craft a customized thank-you message. By addressing them by name and possibly referring to specific feedback they provided, you can make them feel seen and valued.
• Strengthen Bonds: A simple gesture like thanking can pave the way for a deeper connection. Consider offering them exclusive deals, sneak peeks at new products, or early access to sales as a token of your appreciation. This not only rewards them for their loyalty but also incentivizes continued engagement with your brand.
• Encourage Advocacy: Since Promoters are already inclined to speak positively about your brand, gently encourage them to share their experiences on various platforms. This could be through online reviews, testimonials, or social media shares. Providing them with a straightforward way to share, like clickable links or pre-written tweets, can further simplify the process for them.
• Feedback Loop: Lastly, while thanking them, always keep the lines of communication open. Ask if there's anything more you can do for them or if they have additional insights to offer. This not only shows that you value their opinion but also can provide you with actionable feedback for continuous improvement.

Remember, in the long run, these Promoters can play a pivotal role in organic growth, reducing marketing costs, and improving brand reputation. By engaging with them proactively, you're not just acknowledging their support but also laying the groundwork for a sustained and mutually beneficial relationship.

Step 4: Address Detractors' Concerns

Detractors, though they might seem like a challenge, actually present a unique opportunity for businesses. Addressing their concerns not only aids in retaining them but can also offer invaluable insights to enhance your product or service. Their feedback can serve as a diagnostic tool to identify areas that might be lacking or need immediate attention.

• Immediate and Proactive Engagement: Time is of the essence when dealing with Detractors. By promptly reaching out, you show that you are committed to addressing and rectifying any grievances they might have. Quick responses can prevent further negative word-of-mouth and might even arrest any decision to churn.
• Active Listening: When a customer voices their concerns, it's vital to listen actively. This means not just hearing their words but truly understanding the underlying issues they faced. Refrain from being defensive. Instead, ask open-ended questions to get a clearer picture of their experience.
• Empathetic Response: Empathy goes a long way in bridging gaps and mending relationships. Acknowledge the discomfort or inconvenience they might have experienced. A genuine "We're sorry" can resonate deeply and create a foundation for rebuilding trust.
• Solution-Oriented Approach: After understanding their concerns, devise a plan to address and rectify them. This could range from offering a solution to their specific problem, revising certain business practices, or even improving a product based on their feedback. Ensure that you communicate the steps you're taking to the customer, making them feel heard and valued.
• Follow-up: Once you've addressed a Detractor's concern, always circle back after a certain period to check in. This can be a simple message or call inquiring if they're now satisfied or if there's more you can assist with. Such gestures further reinforce your commitment to their satisfaction.

By diligently addressing Detractors' concerns, not only do you improve your business operations, but you also stand a chance to transform these dissatisfied customers into brand loyalists. It's a testament to the fact that it's not the mistakes that define a business, but how they handle them.

Step 5: Analyze and Act on Feedback

Feedback, when harnessed correctly, can be the north star guiding a company's growth and innovation. While collecting feedback is crucial, the subsequent steps of analyzing and acting upon it truly determine its worth. The voice of the customer provides a roadmap to understand and serve them better.

• Data Segmentation: Begin by segmenting the feedback based on various parameters, such as product lines, demographics, or purchase history. By categorizing feedback, you can drill down into specifics, allowing for a more targeted approach in addressing concerns or capitalizing on positive sentiments.
• Identify Trends: Over time and with a significant volume of feedback, patterns will emerge. These could be recurring praises about a particular feature, frequent complaints about a specific aspect, or suggestions that are echoed by multiple customers. Recognizing these patterns can spotlight what's working and what needs attention.
• Quantitative and Qualitative Insights: While NPS provides a quantitative measure, the comments or explanations accompanying scores offer qualitative insights. Both are invaluable. Numbers provide a measurable metric of satisfaction, while qualitative data gives context, detailing the 'why' behind the scores.
• Engage Cross-functional Teams: Share the insights with different departments – from product development to marketing to customer service. Each team can derive unique takeaways from the feedback, informing their strategies and actions. For instance, a product team can tweak features based on feedback, while marketing can tailor campaigns around the most loved aspects of your offering.
• Iterative Improvements: Use the feedback as a tool for continuous improvement. Implement changes, be it in product design, service protocols, or communication strategies. But don’t stop there. Once changes are made, seek feedback again to ascertain if they hit the mark. This cyclical process ensures that the business stays aligned with customer expectations and remains agile to their evolving needs.
• Transparent Communication: Lastly, inform your customers of the changes made based on their feedback. This transparency can foster trust and show customers that their opinions truly matter, and the business is keen on adapting for their betterment.

A business that not only listens but acts on feedback is one that showcases adaptability, customer-centricity, and a commitment to excellence. Such proactive and responsive measures can differentiate a brand, engendering deeper loyalty and trust among its customer base.

Step 6: Continuously Improve

The journey of attaining customer loyalty and excellence is ongoing. Rather than being a one-off endeavor, the process of measuring customer sentiment and refining your offerings should be deeply ingrained in your business culture. By making NPS and feedback mechanisms an integral part of your operational cadence, you ensure sustained growth and relevance in the market.

• Establish Regular Intervals: Decide on a frequency that aligns with your business model and customer interaction rate. Whether quarterly, bi-annually, or annually, regular NPS surveys help in capturing the pulse of your customer base consistently. By doing so, you're not only staying updated on current sentiment but can also compare and contrast feedback over time.
• Benchmark Against Past Performance: An NPS score in isolation might not convey the complete story. Comparing scores over successive periods can offer insights into the trajectory of customer satisfaction. A rising score indicates successful initiatives and strategies, while a declining or stagnant score might signal the need for introspection.
• Adapt and Innovate: In the ever-evolving business landscape, resting on laurels is not an option. Based on feedback, be prepared to pivot, innovate, or even overhaul certain aspects of your offerings. Encourage a culture of adaptability where feedback is not feared but embraced as a catalyst for innovation.
• Engage and Educate Teams: Continuous improvement is a collective endeavor. Regularly update your teams about NPS findings and involve them in brainstorming sessions. A customer support representative might have on-ground insights that complement survey findings, or a product designer might propose a tweak based on recurring feedback.
• Celebrate Wins: While it's crucial to focus on areas of improvement, also take the time to celebrate positive feedback and improvements in NPS scores. Recognizing and rewarding teams for their contributions can motivate and foster a culture of excellence.
• Stay Updated with Market Dynamics: Beyond internal feedback, keep an eye on market trends, competitor moves, and industry benchmarks. Sometimes, external factors can influence customer expectations and, in turn, NPS scores. By staying attuned to the larger ecosystem, you can preemptively strategize and align your offerings.

Incorporating the ethos of continuous improvement ensures that your business remains agile, responsive, and in tune with customer needs. In the long run, this not only bolsters customer loyalty but also cements your brand's position as a forward-thinking and customer-centric entity in the market.

Key Takeaways for Using NPS to Get Customer Feedback

By following these steps, you can unlock the power of NPS to gather valuable customer feedback.

Remember, your customers' opinions matter, and actively seeking their input demonstrates your commitment to their satisfaction.

So, go ahead and implement NPS surveys to gain insights that will help you build a stronger, customer-centric business.

Your customers will appreciate being heard, and your business will reap the rewards of their loyalty.