Net Promoter Score US

How do you turn every {Customer} into a {Brand Advocate?}

CloudCherry | Featured | October 7, 2016

Customer Experience, Net Promoter Score, Promoters, Passives… Detractors. If you’re in a customer-facing business, I can wager a fat bet that you are already super familiar with these terms. And you should be, because understanding these concepts and placing them at the centre of your business strategies is most likely to drive your growth in the near future.

Putting things in perspective with NPS:

Well, how exactly can tracking NPS and working on the findings incentivize brands and help them serve customers better?

• “iiNet’s CEO Michael Malone states in this interview that a 1-point increase in their NPS equaled an A$1.6 million increase in net profit after tax. He also explained that iiNet’s customer service team is its ‘heroes’ and claims that a 0.1% improvement in customer churn added up to 20% recurring improvement in sales.”

This last stat is of particular importance here for us. We know that the primary reason for every business to track NPS is to understand where we stand in our pursuit of Customer Loyalty. Even though the concept revolves around the probability of recommendation, there is enough experiential data to support the fact that the more promoters your brand has, the higher the benefits you reap.

Power of the Passives:

Every organization that believes in the power of customer experience, aims to maximize the number of promoters a.k.a brand advocates. One of the ways to orchestrate this is to understand and deep dive into those aspects of your brand that solicits a luke-warm response – not poor and at the same time not great – from your customers.


Your brand will have to improve on these aspects, close the feedback loop, and win over that chunk of people who fall under the ‘passive’ segment. But unfortunately, the passive segment is ignored by most NPS followers, with all the efforts directed towards either detractors or promoters. This is unfortunate because passives are the people who are more likely to flip into the promoter bandwagon as they don’t really hold negative sentiments towards your brand.

In one of our earlier posts “Understanding the Black Sheep of the NPS Spectrum”, we looked into the characteristic differences between promoters and passives to observe the behaviour patterns of these two segments of customers. Let’s take this forward by looking into the experiential difference that makes a customer a passive one.

1. Customers that give you a rating of 7-8 are your passives, right? Now, what is it that they are trying to tell you by giving you a rating that is clearly not horrible, but still not the best? That they basically didn’t LOVE the experience. Now, the NPS follow up (free text) question that you ask all your customers – what can be done to improve the customer experience – could bring you incredible insights into why they gave you a mediocre 7 or 8 and not a delightful 9 or 10.

2. Dig deep into all these free text inputs that you receive exclusively from those customers who rated you a 7 or 8. Look for patterns or trends in the comments such that you can take a note of what you can do to ameliorate their experience with you. Something about their interaction with your brand has made them feel underwhelmed, and that is what we need to address.

3. Treat each of these comments as constructive feedback and put a plan of action to fix these. It could be that the customer had a “blah” experience with the staff or that they found the
collection/product/service “unexciting” – Never mind the words. You need to make sure these passives come back to you, and this time around they are left delighted!

4. Train your staff to be happy, helpful as well as alert. This could help them identify and help those customers who are having a tough time finding what they are looking for. Service with a sincere smile won’t be forgotten that easily. But this kind of involvement by the staff calls for some very potent employee engagement strategies. Keep your employees happy, and they will in turn keep your customers happy. It’s always a win-win!

Bill Macaitis, CMO of Slack said something in an interview that fits our context to perfection.

“Every CEO should be able to answer this question: What are the top 3 reasons why people recommend and do not recommend your brand?”

This is great advice because it is only when you know what people like the most and the least about their experience with your brand that you will be able to identify what works and what doesn’t! Unless you know what the problem is, no amount of care will help because you don’t even know what to fix!

CloudCherry is a complete game changer when it comes to identifying customer pain points (the problem) and the workaround (the fix). Our Customer Experience platform gives you the option of tracking customer feedback, the Net Promoter Score, and the overall experience to find out what your brand excels at, and what it doesn’t do that well. And by rectifying shortcomings, and further optimizing what your good at, companies can turn those middle-men (passives) into brand evangelists (promoters).