How to Use Net Promoter Scores to Grow Your Multi-Location Service Business
- October 18, 2013
- By: Vonigo
You’re only one person, but when you run a multi-location service business, your teams and customers are spread across cities, states, or around the globe. Crafting the right marketing message for such a diverse customer base is something that requires significant investment of time, and resources. Asking your customers to take a satisfaction survey can be a real burden, and may require significant investment of time on their part. The Net Promoter survey is only one question, so answering only takes a second.
What is the Net Promoter Score?
“The Net Promoter Score focuses not on quality of service, satisfaction or value, but on how customer word of mouth–both negative and positive–can advance growth,” according to NPS creator Frederich Reich, et, al in their study published the MIT Sloan Management Review. Customers are asked a single question: “How likely is it that you would recommend this company to a friend or colleague?” The response of your customers gives you your Net Promoter Score, and the values are broken down as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
The Net Promoter Score approach allows you to focus on measures of customer loyalty–some would say obsessively–and adapt your business operations accordingly.
Servicing existing customers is cheaper than acquiring new ones. Dialing in on the most enthusiastic users provides a roadmap to future revenue, and new word-of-mouth referrals. You can’t be everywhere your customers are, and you don’t need to be. When your customers are loyal, and engaged, they become your on-the-ground marketing team, recommending you to their friends, and relatives, and generating new business on your behalf. On a more human level, recommending a useful product or service makes enhances the status of the recommender.
To help multi-location service companies understand and act upon their NPS, Vonigo integrates directly with Listen360, a powerful tool that allows businesses to track, analyze and respond to customer feedback across the web. With Listen360 and Vonigo you can see what people are saying, and dive deeper to understand the dollar value of business at risk. The integration of Listen360 into Vonigo also empowers you to turn your most loyal and satisfied customers into an unstoppable word-of-mouth marketing team, with a suite of social networking tools for broadcasting out to Twitter, Facebook and LinkedIn.
To learn more about how you can use Net Promoter Scores to grow your multi-location service business, schedule a demo today.
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