Growing Your Business With Email Marketing

Oct 11 2011   9:00AM GMT

One Simple Question Every Tech Company Should Ask Their Customers

JaninePopick Profile: JaninePopick

I subscribe to a service called Net Promoter Score for my company, VerticalResponse. I think getting behind it and getting employees behind it works wonders. Here’s the lowdown on what it is and why I’m such a fan.

First of all, I really believe that any business person – especially if you’re a marketer – should be aware of all of the feedback they get from their customers, whether it be positive or negative. Net Promoter Score is built on a simple question that you ask your customers: “Would you recommend my company to your colleagues?” Respondents then rate you on a scale of zero to 10, zero being the worst, 10 being the best.

Here’s the breakdown:

  • 0 to 6 are your “detractors” – People who wouldn’t recommend your product or service.
  • 7 and 8 are your “passives” – People who think you’re all right, but not great.
  • 9 and 10 are your “promoters” – People who tell all their friends/colleagues about your company.

Then you take the percentage of all detractors and subtract them from the percentage of all promoters. You ignore passives. You’ve got your NPS rating.

It’s a great metric to find out how your customers feel about you and track any changes or trends over time. It’s also a great opportunity for you to ask for open comments. If your customers are saying great things about you to their friends, you’ll potentially get a new customer, and you didn’t have to pay for it.

NPS isn’t just for internal knowledge; it also gives you a chance to reach out to customers to let them know you’re listening to them. The key to success is the communications that go back to the detractors about their issues (which they’ve explained in the open comments section) and what you did – or what you are doing – to fix them. Here at VerticalResponse, our customer support team follows up with all of our detractors via email and phone.

Create Your Own Rating Survey

While I love NPS, you can create your own version of an online rating survey. Don’t forget to include the option to add any open-ended comments at the end. Then use email marketing to send the survey out to your customers and add a link to the survey in your order confirmations/invoices/transactional emails. To encourage participation, consider running an incentive for any customers that take the survey, like a contest. Just make sure anyone can win, regardless of the rating they give you.

Have you done this type of survey with your customers? Share your learnings!

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