Your Net Promoter Score is Excellent. Now What?

thumbs up signIf you have raised your business’s Net Promoter Score (NPS) and increased your percentage of Promoters while reducing Detractors, congratulations are in order!

You have brightened the future of your business by working to boost this critical metric measuring customer satisfaction.

What is next?

A high NPS is beneficial in and of itself, but coordinated initiatives to leverage this success should be implemented in order to maximize the benefits offered by an active customer base filled with Promoters.

In the age of social media, it is easier than ever to encourage self-proclaimed Promoters to recommend your products or services to a friend.

Are you using any of these strategies to maximize the business success possible through a high Net Promoter Score?

Recommendation Incentives in Social Media

Any salesperson understands the power of asking for what you want. The same applies  to asking your Promoters to help you sell products and services through social media. If your company has a Facebook page “liked” by several Promoters, post a status update asking them to suggest the page to their Facebook friends. Offer an incentive when the page reaches a milestone number of “likes.”

Conversely, use an email list full of Promoters to announce a sweepstakes encouraging email subscribers to “like” your Facebook page or “follow” you on Twitter. This brings your company’s fans out of the dark and shows potential customers that your business is trusted.

Referral Programs

Straightforward referral programs are perhaps the world’s simplest word-of-mouth marketing strategy, yet many auto aftermarket businesses do not use them. If you have never tried energizing Promoters through referral programs, you may be throwing money away.

Give out business cards with a blank line on which your representative can write a happy customer’s name or account number. Encourage Promoters to give these cards to friends. When a referral card is  presented by a new customer, that customer should receive a special offer  while the  referrer gets a thank-you card and a discount coupon.

Encourage Positive Reviews

The Internet has empowered ordinary customers to influence businesses significantly through online review sites. Unfortunately for businesspeople, many customers never visit these sites without a grudge to air. Instead of waiting for and responding to online complaints, proactively encourage Promoters to leave you a positive  review.

Customer service representatives can quietly mention to influential Promoters that  a positive review would be appreciated. Some sites, such as Yelp, print stickers which you can place in your windows to remind customers to leave a review. Beware–that is only a good strategy if your NPS suggests that you  can expect primarily or solely positive reviews.

Do not pay for reviews, even with free gifts or coupons. Recent Federal Trade Commission guidelines, along with review site policies, make any sort of compensation for online reviews inadvisable. You could, however, share product samples for review with Promoters who intend to evaluate the products provided. The reviewer must disclose in his or her review that he or she received “freebies” from you.