{"id":72289,"date":"2019-06-24T23:51:40","date_gmt":"2019-06-25T06:51:40","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=72289"},"modified":"2023-10-11T05:32:55","modified_gmt":"2023-10-11T05:32:55","slug":"customers-are-more-important-than-an-nps-score","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/customers-are-more-important-than-an-nps-score\/","title":{"rendered":"Your customers are more important than an NPS score"},"content":{"rendered":"

Since the emergence of the Net Promoter Score (NPS)<\/a>, organizations have based their customer experience and customer satisfaction metrics<\/a> on the basis of those numbers. That isn\u2019t the wrong way look at it – after all, a higher NPS means more satisfied customers. Interestingly, according to Bain & Co., the leader in any industry has an NPS score of more than double compared to its competitors. This is significant and also the reason that companies are so focused on their NPS. <\/span><\/p>\n

However, I would argue that customers are more than just an NPS score. They are real people that have had an \u2018experience\u2019 with your brand. When you think of an \u2018experience\u2019 it\u2019s more than a transaction, it\u2019s something that was personally lived through. This includes time and resource investment as well. So don\u2019t treat them like a number or a transaction. Show them you care and want to get their insights. <\/span><\/p>\n

Your promoters (those that ranked a 9 or 10 on the NPS question), want to interact with your brand and are likely to be what we call \u2018engagers\u2019 of your brand. These promoters want to give more meaningful insights and feedback. So, let them! It\u2019s time to put your promoters to work. Many of the top brands are realizing that getting additional insights and co-creating with the engagers and promoters of the brand has led to unparalleled insights. This can impact everything from product to acquisition and retention which all have a direct path to increasing sales. Remember that innovation can come from anywhere and your promoters have a higher ownership quotient so it\u2019s time to get them into a Customer Advisory Board (CAB) so they can start working for you.<\/span><\/p>\n

Key Customer Experience questions answered with the Customer Advisory Board<\/b><\/h2>\n

QuestionPro Communities<\/span><\/a> is geared towards helping brands leverage the right audience to be advocates for the brand. It\u2019s not easy, it has to be strategically done so that the Promoters identified through the NPS score are part of the Customer Advisory Board. This includes matching NPS scores across the entire customer experience spectrum and then identifying the Promoters that are the most relevant to the business.<\/span><\/p>\n

As previously mentioned the CAB is being increasingly leveraged by brands to tap into their most active promoters. The CAB comprises Promoters that are the strongest advocates for a brand. These consist of the people that have truly been seen as promoters for the brand and have been recruited by using the NPS question or those that are identified as top customers. There are many ways to this but playing off the NPS question is the best way to get started. <\/span><\/p>\n

Where NPS stops, the CAB continues and always the brands to get their key questions answers on a deeper level. We\u2019ll get to the tools that are at your disposal with a CAB but first let\u2019s take a look at the key business questions that are more thoroughly answered with a CAB. <\/span><\/p>\n

Key questions the Customer Advisory Board help answer are:<\/span><\/p>\n