3 things you can do with NPS promoters

Recently, we rolled out a new Net Promoter Score (NPS) program at TradeGecko with our partner, Advocate.ly. We wanted to know who in our customer base loved us, hated us, or were just lukewarm about us.

As the reviews rolled in, we rallied around what to do with our detractors, passives, and promoters. It was clear that we need to jump in and ensure that our detractors have their feedback heard right away. However, what wasn’t clear was what we should do with our promoters.

If you’re running an NPS survey, it’s easy enough to leave your promoters alone — but that’s a wasted opportunity. Here are a few ideas of what you can do with your promoters as part of your NPS program.

1. Ask them to write a review

Comparative shopping is one of the most common things that consumers do when they’re close to a purchasing decision. Whether it’s an app or a SaaS subscription, consumers are often one Google search away from knowing what everyone else is saying about your product or service.

The first thing that you can do with your promoters is to ask them to leave you a good product review on app stores, partner portals, or comparison sites like Capterra. Incentivizing them with credits or gift cards can be a really nice touch!

It’s been researched that positive social proof is more persuasive than saving money. Further, more 5 star reviews also help you rank higher on app stores and comparison sites. Leveraging your promoters to boost your presence across the web will do wonders for how your brand is perceived.

2. Refine your Ideal Customer Profile (ICP)

Investigate from a qualitative and quantitative perspective, who your promoters are. Learn about what distinguishes a promoter and a detractor from their usage patterns or persona characteristics.

To get qualitative feedback, call up your promoters and have a deep dive into how they use your product. What kind of company are they? How does your product make their lives better? What are some of the features that they absolutely can’t live without?

On a quantitative basis, identify what distinguishing product usage patterns exist for your promoters. Are customers that use a certain part of your product more likely to be promoters? You can also segment usage patterns by engagement, plan, number of users, how long they’ve been using your product, and their touch points with your company (i.e. support).

Promoters are by definition, the people who promote your product. Odds are they’ve been sharing your product with friends or other businesses. Figure out the top three reasons for why they promote your product — do your customers benefit from sharing your product with their friends? Ask about how they’ve been pitching your product to others as well. You’ll learn a lot about what messaging resonates with people whom they’ve shared your product with. From these interviews, you’ll have a set of headlines, landing pages and banner ads that you can A/B test in your next sprint (We practice Agile Marketing).

3. Make it easy for them to promote your product

When you have a set of promoters, you’ll want to make it as frictionless as possible for them to bring on referrers. Ask yourself, how are your customers promoting your product today? Is there an easy way for them to be an advocate to bring on 10 new customers?

Uber for example, streamlines this process by giving you a link that you can send to your friends through any channel. They’ve identified that I’m likely to communicate with my friends through Facebook or Whatsapp, and it’s easy for me to just send them a link through those channels.

If you’re an eCommerce store, check out our friends at ReferralCandy about making it easy to spin up a referral program.