You’ve set up your NPS survey and sent it out to your customers.
The responses start flowing in.
What is this? Could this be a mistake?
One of your customers responded to your survey with a 3.
According to the NPS scale, this customer is considered a Detractor.
Don’t worry, in this article we’ll cover how you can respond to not just the negative scores, but all types of feedback.
First, let’s focus on the importance of NPS to SaaS companies.
Why is NPS So Important?
NPS (Net Promoter Score) surveys help companies gauge a customer’s loyalty. The survey simply asks customers how willing they would be to recommend a product or service on a scale of 1 to 10.
The responses are then divided into three different customer groups:
- 9-10 Promoters
- 7-8 Passives
- 0-6 Detractors
After evaluating which customers fall into which group, the most vital step is follow-up.
According to NPS Benchmarks, closing the so-called “loop” is all about speed. Quickly responding to Detractors allows SaaS companies to rescue them from the competition while providing them with an amazing customer experience.
However, Detractors aren’t the only ones deserving of your time. Your company can benefit from contacting Promoters and Passives as well. Below, we’ll delve into why you should be contacting ALL of your NPS survey respondents, and how you can leverage video to enhance the communication process.
Before we get started, you’ll want to ensure that your NPS survey responses are not anonymous (because you’ll want to be able to identify your customers in order to get in touch with them).
3 Types of NPS Respondents and Video Replies
Put your hands up because these people are your advocates!
These are the customers that said they would be willing to recommend you, and reaching out to them will almost always be a positive experience.
And, since they think so highly of your company, you can take the opportunity to encourage them to spread the good word.
Activate them by giving them specific instructions via video on how to refer friends and family. Be sure to offer benefits for “referring a friend”. This can be done through a referral code that will earn them perks or random selection (like giving something away to randomly selected customer reviews).
Your video script can look something like this:
“Hi Christine, we’re so happy to hear that you’d recommend us to your family and friends! Did you know that you can earn one free month of our service for each person that signs up using your referral code? You can easily invite them using this link.”
Whether or not your customer has provided any commentary, be sure to at least say “thank you” to your Promoters and mean it.
Shoot your customers a quick video saying:
“Thank you so much for taking the time to respond to our NPS survey! We’re happy to hear that you’d recommend our company to your friends and family. If there is ever anything we can do to help make your experience better, don’t hesitate to get in touch.”
Creating a “thank you” video is easier (and more effective) than you think. Here are some other tips and inspiration you can use when recording your next “thank you” video.
By reaching out to Promoters, you are simply enhancing the already-positive experience they are having with you. In order to keep Promoters promoting you, keep the line of communication open. Let them know how much you appreciate them and that you’ll be there for them if anything goes awry.
Passive customers aren’t your biggest cheerleaders, but they also won’t bring you down.
Simply put: they’re right in the middle.
Because of their neutral position, you have a chance at earning their loyalty.
If they haven’t left any concrete feedback, ask for more. Passive customers might think that no one actually cares about their response.
By recording and sending them a short video, you’ll put a face to the NPS survey they received and let them know that you’re interested in their opinion. Something like this might just do the trick:
“Hi Mark! I’m the one that received your response to our NPS survey and I wanted to personally thank you for sending us your feedback. We take our customer evaluations very seriously, and I would love to know what we can do to improve your experience. If you have a few minutes to chat, I’d like to hear more from you.”
Based on the feedback you receive, you’ll gain insight into next steps.
With video, you can quickly and efficiently respond to customers by:
- Educating them about some features that they missed
- Showing them how to use your product or service in a better way
- Making them aware of planned updates that will address their needs
Many Passive customers won’t be motivated enough to contact you with their questions or problems. By giving them a little nudge, they’ll be more inspired to engage and give you the opportunity to move them from Passive to Promoter.
Okay, we know what you’re thinking.
This is the worst possible response you could get.
Now take a deep breath.
We’re here to show you how you can deal with less than amazing NPS survey results.
You might be wondering if it would be easier to simply ignore those grumpy customers. While you certainly can, ignoring Detractors will be an expensive practice.
According to Harvard Business Review, acquiring a new customer is anywhere from five times, to twenty-five times, more expensive than retaining one that you already have.
A low NPS score might raise a red flag, but it’s also a chance to resolve issues that will win your customers back.
Engaging with Detractors is extremely important for several reasons:
- It can help prevent negative word-of-mouth
- It’s an opportunity to address the customer’s problem and show them that you care
When you address your customers’ issues, they’ll be far less likely to complain to their coworkers, family and friends.
Just like with Passive customers, if you see that the Detractor hasn’t left any commentary with their score, try to get more details. Reach out to them with a personalized video saying:
“Hi Sarah, thank you for responding to our NPS survey. We’re sorry to hear that you wouldn’t recommend us, and we’d love the opportunity to learn more about what we can do to improve our services. Would you mind letting us know what we could be doing better? If it’s easier for you, you can respond using our direct reply feature.”
Once you’ve collected enough information, apologize to the customer for any wrongdoings or at least acknowledge their negative experience. Even though you might not have made the mistake, you’ll still be able to sympathize with the challenges your customer has faced. By doing this, you’re letting them know that you’re on their side and are willing to help.
Now that you’ve directly addressed the issue, it’s time to start working on a solution. Some users may simply need more education on the product or its features. Or, they could have experienced a major bug or service failure. Either way, take steps to resolve the issue and let the customer know that your team is dedicated to preventing similar experiences in the future.
Sometimes you might not be able to provide an immediate solution. In that case, be sure to follow up with the customer when the issue has finally been resolved. Record a short video saying something like:
“Hi Nick! You responded to our NPS survey a while back with some insights and a request to add a Chrome Extension feature. I’m excited to let you know that we are now offering this feature as a result of feedback from customers like you.”
Taking the time to engage with your Detractors can proactively prevent customer churn, and increase the likelihood that you’ll change their opinion on your company or service.
Closing the Loop
While there is some work involved in following up with NPS respondents, all of that extra effort is worth it. Connecting with your customers, increasing referrals, resolving issues and providing the best customer service possible will help you grow your business.