How to measure loyalty
If you can’t measure it, you can’t manage it and thus you can’t improve it. But how can you measure loyalty and satisfaction, the powerful essentials for your business’ success? How can you manage and improve it in order to grow your number of loyal customers? Customer loyalty is proved to be one of the most important drivers of growth. While it doesn’t guarantee it, profitable growth is not possible to attain without customer loyalty.
Some years ago, a typical customer satisfaction survey was exchanged with a simple Net Promoter Score (NPS), a score that measures customer satisfaction and loyalty. The core of NPS is quite simple. Its creators found a correlation between the likelihood of a customer recommending your company to a friend or colleague, and the growth of your company. Customers can rate this likelihood on a scale from 0 – 10. 0 meaning “not at all likely” to recommend your business to a colleague or friend, 5 being neutral, and 10 meaning “extremely likely” to recommend. The scale divides customers into three groups: “detractors” (customers who gave ratings of 0-6), “passively satisfied” (customers who gave ratings of 7-8) and “promoters” (the customers with the highest rates of repurchase and referral, who gave ratings of 9-10).
Promoters over detractors
The more enthusiastic customers there are in your camp, the more likely you are to succeed. This is because customers act as your sales or marketing team (except, they are not on your payroll), or simply put, a reference. If there are more promoters than detractors, your business is on the right path to grow. If you have more disappointed customers (detractors) than enthusiasts ready to recommend you (promoters), then you are in trouble.
There are some great examples for both scenarios: Apple, with its stores’ magic formula and unique product experience is among the companies with the highest NPS. Comcast (TV & Internet provider) on the other hand earns a low NPS. This recorded phone call that went viral of a loyal customer who decided to cancel his internet service gives you an idea behind the why.
How to convert detractors
Do you think the caller, who received the awful and exhausting customer experience from Comcast, would recommend their services to his colleagues and friends? Absolutely not! The recommendation likelihood comes directly from customers’ interactions with your customer service, call center, and customer care representatives. It comes from anything that constitutes customer experience (CX). If you bomb it, you lose your enthusiasts (promoters), and ultimately your chance for profitable growth.
We’ve noticed customers eagerly concerned about NPS. They turn to us because they want to improve the quality of experiences they offer in supporting their customers. Co-browsing is an excellent way to leave a lasting impression on your customers, that is completely opposite to the Comcast phone call experience.
What’s our simplest advice? Keep your customer experience fresh and cutting-edge, one that meets your customers’ needs but also leaves them stunned and impressed with how easy and human you made the whole experience for them. Co-browsing checks all those boxes and it’s no surprise more companies are implementing our solution to convert their detractors to promoters and to change the projection of their growth for the better.