Do you know your Net Promoter Score (NPS)?

You should, it can make a huge impact on your marketing plan.

Simply ask your customers, “On a scale of zero to 10, with 10 being ‘extremely likely,’ how likely are you to recommend our company to your family, friends or colleagues?”

I just did this for a small retail grocer. Their NPS was higher than the category leader and almost as high as the overall NPS leader — USAA.

Eighty-eight percent of those surveyed were “promoters” and nearly 40% were “raving fans.” This grocery chain was the only placed the “raving fans” shopped.

There is a huge opportunity for this grocery chain to engage their “promoters,” and especially their “raving fans,” to tell their friends and family about their positive experiences with the grocer.

Consumers today trust 90% of what they hear from friends and family, 80% of what a stranger says on the Internet and less than 20% of what a company says about themselves.

If you have a high NPS, you want to do everything you can to get your customers to share their feelings about you via social media.

Encourage them, and make it easy for them, to do so.

Here are six specific suggestions to make:

  1. You will feel better when you share your knowledge and expertise to help others.
  2. You’re contributing to your network when you share your positive product and service experiences.
  3. You’ll enjoy helping others make good choices. (Do you think this product or service would help some of your peers? If so, how?)
  4. Tell a story about how the product or service helped address a need or solve a problem. Don’t ask for a testimonial.
  5. Engage customers to identify barriers and create solutions that help others.
  6. Promote a conversation or dialogue — nothing too formal, rather helpful and informational.

Don’t forget to thank your customers for their loyalty and for sharing.

On the contrary, if you have a poor NPS, you need to put some definitive steps in place to improve it, as well as engage the “detractors” before they begin sharing their dissatisfaction with you online.

Ideally you can handle their problem offline and get it resolved. If you are able to convert a dissatified customer into a satisfied customer, they are more likely to stay with you longer than the customer who never complains.

Why? You’ve earn the trust of, and built a relationship with, the person who was initially dissatisfied.

Are you using Net Promoter Score to inform your marketing?




Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional