We’ve previously written about why you should be following up with detractors. This is standard practice for anyone running a successful NPS program. But we often see companies overlook the massive upside of leveraging promoters to their advantage. Promoters are your biggest fans, and they’re willing to go to work for you! They can amplify your strengths, drive referrals, coach new users, and even help guide the product roadmap.
We’ve put together 10 ideas from our customers to leverage the power of promoters.
1. Reach out to them
Loyal customers like to be acknowledged. Chefs and managers of the world’s best restaurants make it a point to forge personal relationships with their customers, especially their regulars. You can apply this same philosophy to your business. Have an executive on your team reach out to promoters with a personal note, thanking them for being a customer. The simple act of writing a personal note will go a long way towards deepening the relationship a customer has with your company.
2. Provide a way for promoters to promote
Once a promoter has recounted their positive experience verbatim, this is the perfect time to provide them with a low friction way to promote your company. The experience is fresh in their minds, and they rarely need more than a nudge to share that experience with the world. Provide them with a pre-filled tweet, Facebook post, or link to your “refer-a-friend” program.
3. Solicit feedback on upcoming products
Promoters tend to know your product better than anyone else, and will often have great insight into where the product could go in the future. These are the people for whom your product perfectly addresses the problem they are trying to solve. Not only can they help you build better products, they are often excited about any opportunity to shape the future of the product they love.
4. Give them exclusive access to limited edition products
Some of our ecommerce customers grant promoters early access to limited stock products – typically items that will see a larger public release in the future. Promoters are thrilled to be among the first to try out a new product, and the company can test reception of the product before a wider rollout. Promoters who are active on social media can generate buzz for the new product, priming demand for the release.
5. Give them exclusive access to beta features
As you develop new features for your product, you’ll often want to test them with real users before releasing them into the wild. Promoters are perfectly suited for this sort of role. As we’ve noted above, promoters are often more than willing to help shape the product they know and love. They are also less likely to be sensitive to rough edges. They’ll often provide rich actionable feedback and criticism that comes from a supportive and knowledgeable place.
6. Ask for a review
Online review sites can be an important factor in the buying process for prospective customers. Reviews on sites like Yelp, Trustpilot, G2Crowd, or StackShare can make or break a customer’s willingness to try your product. Politely asking promoters for a review can lead to significant increases in the quantity and quality of reviews. However, avoid asking for reviews too often as this can negatively affect the relationship.
7. Hold round table discussions
The conversational nature of round table discussions can bubble up insights that don’t often reveal themselves in one-on-one feedback sessions. Customers love sharing tips and tricks with other people in their field. Great starting topics include: how they were solving the problem before they were a customer, unique tips or processes they have in place to maximize value, and a deep dive into specific features they love. These discussions can generate great content for guides, FAQs, blog posts, and more. They can take the shape of a simple video conference, a visit to your office, or even a nice dinner in a nearby city.
8. Have them participate in a case study
Do you have a customer with a particularly interesting story? Consider asking them to participate in a case study. Use the case study to dig into the challenges they were having before using your product, how they’re currently using your product, and the value they are seeing as a result. Case studies provide social proof and instill trust in prospective customers. Companies often welcome an opportunity for positive exposure and are eager to tout their focus on customer experience to their customers. These profiles are most common in the B2B world, but even companies like Apple will do interviews and produce video testimonials highlighting how people use their products.
9. Be a customer reference
In the B2B world, prospective customers, especially in the enterprise space, often want to speak with existing customers about their experience before selecting a solution. Your promoters are a great source for these conversations. Reach out to a few of your promoters in different industries and see if they’d be open to occasionally speaking with prospective customers. Promoters know how to maximize the value of your product, and are uniquely positioned to enlighten others on how to do the same.
10. Hire them
Training a new hire to be as deeply familiar with your product as you takes a long time. When you find someone who already has a high level of familiarity with your product, you can save months of onboarding time. Not only are promoters typically highly familiar with your product, that familiarity comes from actual time spent using the product. This sort of deep, real world immersion can be a huge asset, and is rarely achievable by the people creating the product.
It’s easy to focus all of your attention on detractors. After all, promoters are happy customers. And as the saying goes: “If it ain’t broke, don’t fix it!” But promoters can be immensely valuable in ways beyond simply spreading the word about your product. Let them help you – you’ll likely find that they’re eager to do it.