The Right Way to Measure NPS...?

Tons of marketing teams use Net Promoter Scores but a handful dig deep into creating business impact through NPS scores.

Today we will explore how the most exclusive marketers talk about NPS and change the philosophy of looking at Net Promoter Scores from impressing your bosses to creating tons of touching marketing impact.🤫

(Of course, we will look at how to get the buy-in for your next campaign from your bosses¯\(ツ)/¯).

Firstly,
𝙌𝙪𝙞𝙘𝙠 𝙌𝙪𝙚𝙨𝙩𝙞𝙤𝙣, When you see a 1/5 rating of your NPS, do you know what the customer's thinking?

Another one, When you see a 5/5 rating of your NPS, how will you replicate such experiences to other channels?

See where I am going with this🧐.

The NPS is not a measure of how many points you scored out of 5.

It is a measure of how satisfied is your audience with their experience and most importantly, Why?

Asking the why is the critical factor most people dismiss.

When you take feedback, it should convert to quick execution.

And many times, it's not even about you!

If we take a Recurring Webinar on your site describing your Product's Adoption benefits, people may not be unsatisfied because of something you did.

Maybe the timing of your Webinar wasn't right, maybe the internet connectivity at the viewer's side was faulty, or the viewer just had a bad day at work but came as he paid for this.

Hence, it's a very shallow insight to say 'I did/did not do a great job'.

DIG DEEP and get to the bottom of your audience's psychology!

To do this:

1. Segment down the NPS into groups like 1-2, 2-4,5.

2. Assign representatives to each chunk, these are the ones who express what the whole group thinks.

3. Ask the representatives for a 10min Coffee Chat, and incentivize the meeting.

4. Ask them questions to formulate the average viewer's/customer's journey to Satisfaction or Unsatisfaction.

Questions like,
" What happened before you joined the webinar, why did you register, and what do you expect us to do next? " would do good.

Now, Secondly,
𝙍𝙀𝙋𝙇𝙄𝘾𝘼𝙏𝙀

Apart from this one study about a hypothetical webinar, you may get more data sources, like Newsletters, Blogs, Social Media Posts, etc.

You've got major qualitative insights from this one touchpoint.
You now know the 3 primary things the Unsatisfied, Satisfied, and Extremely Satisfied folks think.

Now build a form survey and send it out to all the people who interact with you consistently and try to find out if they are facing similar issues with various product and marketing campaigns.

The early qualitative insights would help you formulate the right questions to ask and form a short but effective survey.

𝙏𝙝𝙞𝙧𝙙𝙡𝙮,
Enjoy the Sea of Insights and use this survey as Proof to get the buy-in from decisions makers for your next campaign.

P.S: Legends would convert this study into a Whitepaper and distribute it as a Resource in their industry.😁