“Promoters” engagement strategy
In customer success, NPS (Net Promoter Score) is one of the very important metrics that give you a heads up about the customers who could possibly churn out. Before we dive into what can be done with NPS, let us understand how it is calculated.
There are 3 kinds of customers who contribute towards calculating the NPS. They are,
- Detractors
- Passive Customers
- Promoters
On a scale of 10,
- Customers rating your product and service between 0 and 6 are considered to be unhappy and termed as Detractors.
- Neither unhappy nor very happy with your product or service are the ones who would rate it as 7 or 8. They are typically called as Passive customers.
- The supremely happy customers are those who give your product and service a rating of 9 or 10. They are generally called as the Promoters.
NPS = (Promoters — detractors) / Total responses
As a CSM, It goes without saying that the detractors are the ones who have to be given immediate attention, as the probability of them to churn out is very high. On the other hand, the passive customers and the promoters should not be ignored assuming that they would remain happy forever using your product or service.
A strategy designed to address the concerns of the detractors ignoring the promoters and passive customers can cost you a fortune as it won’t take them much of a time to become a detractor.
It is absolutely necessary that as a CSM, you do have a strategy laid out to keep your happy customers engaged. So what are some of the ways through which you can keep them engaged? Come let’s see them one by one.
Testimonials
You can ask all your happy customers for a written or a video testimonial that you can showcase on your website. This is actually a win-win situation. You can get to post the testimonials on the website and spread the word about your product/service which in turn helps you build your brand. On the other hand, the customers would feel elated about the fact that they are being engaged and their opinion about the product/service is being given importance. You can also request them to review your product on external apps like G2crowd, capterra etc.
Make them feel like family
Before a new product or a feature is slated for a release, organizations offer early access to all its esteemed customers. You can request all your happy customers to be a part of the elite beta testing group.
You can also invite them to be a speaker for conferences and events held by the organization.
Drive product value
As a CSM, you would be aware of the customer requirement and would have also been keeping a tab on their product usage. Based on that, you can ask the customers to try implementing other features of the product that they are not currently using which might add value to the current process they follow. You can also reach out to the customers who had requested for a specific feature, once the feature is rolled out and guide them on using the feature. This will give them a feeling that their requests are being valued.
Look for opportunities
Customers who are happy using your product are termed “Promoters” for a reason. They will be more than happy to spread the word about your product/service. You can identify opportunities within the customer’s organization where you can see your product solving a problem or adding value. Just identify the opportunity and position your product as to how it is going to solve the problem, your customers will take care of the rest.
All the efforts taken to keep a happy customer, happier, shouldn’t go unnoticed. It is important that you list out all the engagement plans executed for a customer and showcase its impact during the business reviews. This will let the customer know about the value you have added to them.
These are some of the plans that you can come up with to keep your Promoters engaged. If you can think of any other ways through which your customers can be made happier, please do drop them in the comments section.
