In this article you will find out…
- What NPS® is
- The importance of systematically showing your ambassadors appreciation so they are not lost
- Tips on how you can make use of ambassadors
Did you know that your ambassadors, ie. most loyal customers, not only account for the highest turnover but also market your brand and indirectly sell your products/services for you?
- Provided you treat them right!
By designing an ambassador strategy and nurturing the relationship with your ambassadors, you have a lot to gain.
NPS® is a method for measuring and working with customer loyalty. The focus is on working with the customer, not on the survey or the measurement. By asking the NPS® question "How likely is it that you would recommend company x to a friend or colleague?" you can easily find out who your ambassadors are. The question is based on a 10-point scale where the respondents who answer 9-10 are your ambassadors, i.e. your most loyal customers and advocates for your brand. They are resistant to competitor's offers and are happy to speak highly of your company to people they meet. In addition to shopping often and a lot, they thus contribute to a positive reputation around your brand and get more people to shop with you through their commitment.
Your ambassadors are willing to put their own reputation on the line when they recommend your brand to someone else. A recommendation from a person you trust carries more weight in most cases than the company's own marketing. Trust in traditional marketing is now low and companies are becoming increasingly dependent on their reputation among customers. The customers are considered to give a more honest picture of the actual customer experience and can easily and quickly share this via social media. It is a power shift where the customer influences the company's success and future in a completely different way than before. Companies no longer have the power over how they are perceived. The company creates the message while the customer formulates the content.
In NPS® work, it is easy to focus primarily on the critics and try to save the relationships and not least one's own reputation. The ambassadors are often forgotten and many do not understand the importance of activating them when they are already satisfied and happy. But if you don't systematically show appreciation for long and faithful service, the ambassadors can be lost, which is costly for the company.
We at Quicksearch have extensive experience with Net Promoter Score® and Net Promoter System® and are there to help you categorize your customers so that you can best nurture and develop the relationship with them.
Curious about how you can activate your ambassadors? Download our Whitepaper 7 ways to use ambassadors HERE
