Based in Brisbane, Andy Pudmenzky is a marketing consultant with over two decades of experience in web technologies, marketing, graphic design, theatre audio / visual and event management. | More...
Those familiar with the Net Promoter Score (NPS) will know that there are three types of customers; Detractors, Passives and Promoters.
So how do you turn a detractor or passive into a promoter? Let’s take a look…
The first step for a detractor is to find out what’s wrong. This can be achieved via an exit survey, or an ongoing survey that you may send to current customers every 6 months or so. Keep it simple and keep it quick. Allow your customers to rate your business and then provide a section to add additional information or comments. Allow them to remain anonymous if they wish; people will generally be more honest when this is the case.
Once you know what the issues are, you can create an action plan and work towards making improvements. A survey respondent may have stated that they felt unsafe at your business location at night (for example, a 24-hour car wash, storage facility, etc). An associated action would be to install better lighting or create sense of safety.
Once you’ve made the changes, be sure to contact those who made the comment in the first place. Of course, if the comment was made anonymously this wouldn’t be possible – but you may choose to create a monthly eNewsletter or similar communication.
If the comment wasn’t anonymous, it’s also a good idea to contact the person who originally left it to let them know that you’ve made changes based on their feedback and to thank them for helping you improve your business.
During your communication with them, you might also like to re-ask the original question from the survey – ie: “Given these changes, do you think you would recommend us to someone needing our services?” – thus allowing you to re-evaluate the customer. Hopefully, they’ll now be a Promoter!
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