{"id":73286,"date":"2019-07-12T00:26:14","date_gmt":"2019-07-12T07:26:14","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=73286"},"modified":"2019-07-12T00:26:14","modified_gmt":"2019-07-12T07:26:14","slug":"co-create-with-promoter-community","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/co-create-with-promoter-community\/","title":{"rendered":"Promoter communities: Co-create with your promoters"},"content":{"rendered":"

\"manage<\/p>\n

Mature organizations that value customer service and measure customer satisfaction, have multiple ways to achieve it. Teams within teams are created to manage customer expectations across a broad spectrum and the purchasing experience. There are multiple touchpoints that a customer liaisons with a brand, right from the point of sale to retail channels. Customers also indulge with a brand through mobile apps, call centers, delivery modules as well as social media. So the connection between a customer and a brand is humungous.\u00a0<\/span><\/p>\n

A common method that brands use to gauge customer satisfaction is the NPS score. Customer satisfaction numbers are derived from collecting the NPS across a broad spectrum of an organizational touchpoint with a customer. The number of promoters and detractors derive the brand\u2019s real estate value with an existing and potential customer base. It is then obvious that Bain & Co., the pioneers of the NPS score state that the leader in any industry has more than double the NPS score than of their competitors.\u00a0<\/span><\/p>\n

Using <\/span>online communities<\/span><\/a> is now the preferred method to conduct market research. Brands are increasingly creating communities to collect insights from their \u201cpromoters\u201d. But it is wrong to look at customers as they\u2019re line items in the order book – they are more than that. It\u2019s an experience for a customer and they want to be highly engaged with your brand. That counts for something so treat them with that courtesy while collecting insights from them. Brands have started to realize that it is important to co-create with their top customers because these individuals can impact everything from product to acquisition and retention which directly impact sales and the bottom line. It is important to realize that these individuals can help you create an ecosystem of success and growth because they are perfectly poised to fill in blanks in your brand that you didn\u2019t even know existed.\u00a0<\/span><\/p>\n

Creating a promoter community and the key questions they answer<\/b><\/h2>\n

QuestionPro Communities is perfectly poised to help brands co-create with customers. It isn\u2019t complicated to create a promoter community. But the recruitment to this community has to be spot on. Promoters who have answered accordingly across the broad spectrum of various touchpoints with the brand can and should be onboarded to this community. This will identify the personnel that are most relevant to the community.\u00a0<\/span><\/p>\n

As previously mentioned, the promoter community can be widely used to tap into the most active promoters for the brand. These promoters will also help create an ecosystem of feedback and co-creation for the organization to leverage. This community comprises of the people that have the most clout with the success of the brand as well as the ones that are emotionally vested with the brand. The best way to identify such customers is to onboard the customers that offer the most feedback, those that indulge with the brand, are high paying customers, etc. But using the NPS to recruit these members is the most simple but effective method.\u00a0<\/span><\/p>\n

Where NPS stops, the promoter community continues and allows brands to co-create with customers on a deeper level. We\u2019ll get to the tools that are at your disposal with the promoter community but first let\u2019s take a look at the key business questions that are more thoroughly answered with such a community.<\/span><\/p>\n

Key questions the promoter community help answer are:<\/b><\/h3>\n