It was a 2003 article in the Harvard Business Review entitled "The One Number you Need to Grow" that changed forever how we define client loyalty.
Business strategist and author, Fred Reichheld, set the framework for the Net Promoter Score (NPS) which is used by many of the world's most successful companies.
The NPS is a no-frills survey used to identify client behavior that is predictive of future growth. Unlike the typical drawn-out customer satisfaction surveys, the NPS is laser focused on what really matters: client loyalty. So focused, in fact, that it asks only one question: How likely is it that you would recommend us to a friend or colleague?
At Rocket Referrals we put a lot of emphasis on the NPS—not only because it provides insightful information about our clients—it can also be used to directly influence client behavior.
Reichheld indicates that "the path to profitable growth may lie in a company's ability to get its loyal customer to become, in effect, its marketing department." But our research has shown that simply identifying "promoters" and "detractors" is not enough. After all, it doesn't make a difference if you don't actually do something with the data.
The answer lies in using the NPS as a vehicle to drive additional data and action from your clients.
Perhaps the best quality of the NPS is that, because of its simplicity, a high percentage of people actually respond to it. We have seen an average response rate of 50% across all companies using Rocket Referrals.
Here’s the trick: Directly following the NPS a fair number of the respondents are primed to keep feeding you. All you need to do is ask!
The key is in the process. Have you ever been faced with a big stack of papers on your desk? Sure you have. The hesitation to begin is because you can see the long dreadful task ahead of you.
Traditional satisfaction surveys with all their boring questions is kind of like this. But, if you step them along one question (one sheet) at a time, they are much more likely to continue.
Ask your clients for one minute of their time with the NPS.
Next, ask them to tell you why they answered how they did. Frame the question dynamically based on how they scored. For example, ask a detractor for specific ways you could improve.
A promoter on the other hand, ask what you did right and then see if you can share their response with others.
The NPS will provide you will useful information itself, but it is when it is used as a stepping stone to immediate action from your clients that it becomes very powerful. We have been able to gather hundreds of testimonials for our clients using this method.
But it doesn't stop here. Assuming your clients rate you highly on the NPS and provide you with a positive testimonial, the door is wide open to ask for just a little bit more. Immediately following the testimonial is your chance to ask for recommendations on social media. I call this the "put your money where your mouth is" stage.
Finally, for those of your clients that have given you raving testimonials, you know who to ask down the road for reviews on third-party websites. As you can see, the NPS is like the first date in a long relationship with your clients. Ask the right question and take the right followup steps, and start to realize that growth Reichheld keeps raving about.
The NPS Process: NPS > Followup Question > Social Media Recommendation > Reviews