Customers have countless options, so it's essential to continuously monitor and enhance their experience.
NPS® or the Net Promoter Score® survey is one such tool to understand and enhance customer experience and loyalty.
However, to gain the most out of your NPS® survey, you need to employ several effective strategies to encourage participation. This article explores the intricacies of promoting your NPS® survey and fostering customer loyalty. To start, let's grasp the concept of NPS:
What is the Net Promoter Score® Survey?
NPS® is a widely recognized metric used by eCommerce marketers to gauge customer loyalty and satisfaction. It revolves around a single question: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?”
Here's an example:
Grab this template to create your own NPS® survey.
Based on responses, customers are categorized into three groups as explained below:
Promoters (score 9-10): These customers are the most loyal to your brand and are likely to recommend it to their friends and family.
Passives (score 7-8): These are satisfied customers but not overly enthusiastic and get easily inclined to competitor offerings.
Detractors (score 0-6): Customers in this category are not satisfied with your brand, product, or service and may actively discourage others from using it.
The NPS® for your brand is calculated by subtracting the percentage of detractors from the percentage of promoters. A high NPS® indicates strong customer loyalty, while a low score signals a need for improvement.
Also, according to a survey, 80 to 90% of positive referrals come from promoters. The same is true for detractors as they are responsible for 80 to 90% of the negative word of mouth, according to the same survey.
The Importance of Promoting Your NPS® Survey
Starting a digital venture with the help of an eCommerce solutions company is relatively easy. However, the tough part is to bring it to the brink of success and sustain the same by providing exceptional customer experience. That’s where the NPS® comes in. It's valuable and equally crucial to promote the survey effectively. Here's why:
Increased Participation: The survey promotion ensures that more customers participate in the survey, which leads to more accurate measurements and insights.
Customer Engagement: Engaging with customers regularly in the form of a survey promotes a sense of being heard and valued. This aids in improving loyalty towards your brand.
Identifying Issues: A well-promoted survey can uncover issues and pain points that need immediate attention, allowing you to proactively address them.
Create Your Own NPS® Survey
Start with customizable templates
Now, let's delve into the effective strategies to promote your NPS® survey and drive customer loyalty.
1. Multi-Channel Communication
One of the things you can do is use a variety of communication channels to reach your customers. Send out invitations via email, SMS, and even through your website or app.
Consider leveraging social media platforms as well to create brand awareness about the survey. By reaching customers where they are most active, you increase the likelihood of their participation in your NPS® survey.
For instance, here’s an example of Mailer Lite using the email channel to promote its NPS® survey:
2. Send Out At The Right Time
Timing is the key. You want to choose the right moment to request NPS® survey feedback and increase the results of your efforts. For instance, send the survey after a successful customer interaction, a purchase, or the resolution of a support ticket.
3. Personalize Your Message
Personalization helps engage customers and make them feel valued. When applied effectively, it can significantly increase the response rates and the quality of feedback you receive.
When a customer receives an invitation addressed to them personally, it immediately captures their attention.
4. Incentivize For Participation
In a world flooded with surveys and requests for feedback, customers may develop fatigue or become indifferent.
Incentives can be a powerful factor to encourage customers to participate in your NPS® survey and provide their feedback. It serves as a tangible reward for customers, motivating them to take the time to fill out your survey.
Here are some ideas for effective incentives:
Discounts: Offer a discount code or coupon for their next purchase. For example, a 10% off coupon can be a compelling incentive.
Free Shipping: Provide free shipping on their next order as an incentive.
Exclusive Access: Offer early access to sales, new products, or exclusive promotions for survey participants.
Gift Cards: Consider providing a gift card to your online shop or a popular retailer as an incentive.
Loyalty Points: Reward customers with additional loyalty program points that can be redeemed for future discounts or rewards.
Donations: Pledge to donate a certain amount to a charity or cause for each survey completed, letting customers know they are contributing to a good cause.
Product Samples: Offer free product samples or trial products with their next purchase.
5. Get Straight to the Point
When crafting a survey invitation, provide a clear explanation of the purpose and benefits of the Net Promoter Score (NPS®) survey. This transparency can increase customer participation as they can understand how their feedback directly contributes to the enhancement of the services they use.
6. Deliver on Your Commitments
In survey invitations, it's essential to keep your promises. When you say you'll act on the feedback, make sure you follow through. This shows that you genuinely care about their input and are ready to make real improvements. Plus, when customers see their feedback leads to positive changes, they're more likely to participate in surveys
7. Continuous Improvement
Customer preferences, expectations, and market dynamics evolve over time. Continuous improvement ensures that your products, services, and customer experiences stay aligned with these changes.
The NPS® survey will inform you about how loyal your customers are, how satisfied they feel, which aspects they believe need improvement, how likely they are to recommend your products or services, and more.
Use these insights from your NPS survey to make tangible improvements in your products, services, and customer experiences. Customers are more likely to participate again when they see their feedback leads to positive changes.
Wrapping Up
When you put these strategies into action, you not only collect valuable feedback but also demonstrate your sincere dedication to your customers.
Remember, building customer loyalty is a journey, and the NPS® survey is a potent compass to guide you along the way. Don't wait; begin promoting your NPS® survey today and witness your customer loyalty take flight.
Use involve.me pre-designed templates to create your own survey:
