Running a Net Promoter Score (NPS) survey will let you know the percentage of your detractors, passives, and promoters. Detractors are the customers with the least customer loyalty and high churn risk. Detractors will leave your brand for your competitor the first chance they get. Most organizations focus on converting detractors to avoid customer churn and safeguard business revenue. While that is a good strategy, what most brands fail to do is focus on passives.
With this blog, we will tell you in easy and quick ways to convert passives into promoters. While they may be in between your detractors and promoters; they can lean towards detractors if they go through bad experiences and promoters if they get positive experiences. It’s quite clear you want them to convert to promoters, its easier to convert them to promoters than detractors to promoters.
4 quick and easy ways to turn your passives into promoters
1. Seek feedback
With passives, one thing is clear, they do not hate your product or service. They, however, wish to see some development that would either satisfy all their need or delight them. Seek their feedback, ask them for ideas and recommendations that will make them score you higher on that NPS score. Asking your passives will do the trick for it could be as simple as making one or two small improvements. A brand that sells consumer products may uncover that their customers love their products and will re-purchase often, but the product packaging is sub-par. It could be setting-up instructions for a consumer electronics company, they like your products, but face difficulty setting it up.
2. Analyze their responses
Looking at the survey responses from passives will help you uncover trends and patterns. This will help you understand if passives make specific suggestions and do they make them often. Also, it can help you characterize your passives to serve them better. Consider a certain family member that shops often at the grocery store vs. somebody who comes only once in a while. Passives in the first category can help you identify issues better and areas that need looking into.
3. Act on the feedback
Now that you’ve asked for recommendations and have it with you, you need to act on it. Organizations that seek customer feedback and act on it are appreciated by their consumers. If their feedback was around packaging, especially around the material, change it. It their feedback was around setting up, provide demos or send some experts to lend a helping hand.
4. Track and measure your results
Once you’ve taken feedback from passives and used it to bring about changes to improve customer experience, you need to go back and ask them again the NPS question. Are they likely to recommend your brand now to their friends and family? This will let you know if your efforts are bearing fruit or you need to make more changes to improve customer satisfaction and loyalty.