NPS Promoters: How to Leverage Your Advocates

Imagine your business having raving fans instead of regular customers. You know, customers who love your brand so much they practically become your walking billboards. They’re not just satisfied with your brand. They’re ready to sing your praises to anyone who cares to listen. These types of customers are called NPS Promoters.

Net Promoter Score (NPS) is a customer loyalty metric that measures, on a scale of 0 -10, how likely customers are to recommend your brand to others. NPS promoters are those who score a 9 or 10. These individuals can help spread positive word-of-mouth, build customer trust, expand your reach, and drive sales at no extra cost. 

But how do you convert regular customers into your brand’s biggest fans? In this blog, we’ll discuss NPS Promoters and how you can leverage them to drive your business forward. 

What is the Net Promoter Score (NPS)?

Net Promoter Score (NPS) is a metric used to gauge customer loyalty and satisfaction with a company’s product or service. It measures how likely customers are to recommend a brand to others. 

This customer experience metric has become essential to brands’ marketing efforts as it provides insights into their customer relationships.

Net Promoter Score was first developed in 2003 by Fred Reichheld of Bain and Company. At the time, the term was used to measure how well a company treats the people whose lives it affects the most, i.e., employees. 

However, NPS has evolved beyond a mere metric for employee engagement. Millions of businesses now use it to determine how their customers perceive them. 

NPS scores can be used to assess customer sentiments toward your brand. If a large percentage of customers are more likely to recommend your business, it means they have had a positive experience with it.

So, how do you determine your brand’s NPS? Well, it begins with a single question: “On a scale of 0 to 10, how likely are you to recommend our brand to a friend or colleague?” 

Based on their responses, customers are classified into three categories: 

• Promoters (9–10): These are your most satisfied customers. They’re loyal and will happily recommend your brand to others. 
• Passives (7–8): These customers are satisfied but not enthusiastic about your brand. Your competitors can easily snap them up.  
• Detractors (0–6): These are unhappy customers who may share negative experiences or reviews about your brand.  

Once you’ve categorized your customers, it’s time to calculate your NPS score. To do that, simply subtract the percentage of detractors (unsatisfied customers) from the percentage of promoters. 

For example, if 15% of respondents are detractors, 20% are Passives, and 65% are Promoters, your NPS score would be 65-15 = 50.

NPS numerical score can range from 0 – 100. A score of 0 – 30 means that only a handful of your customers are satisfied. Meanwhile, an average score of 30 – 70 shows many customers are happy with your service. If you score 70+, you provide excellent service, and most customers are delighted with your brand. 

A high NPS indicates strong customer loyalty and satisfaction, suggesting your brand has a healthy customer relationship. However, if your NPS is low, you need to do better. It shows you do not meet customer expectations. 

Focus on delivering excellent customer service to improve your NPS. Deliver on your promises, resolve issues promptly, and listen to customer feedback. You may also use loyalty programs and personalized engagement to boost your score.  

Who are NPS Promoters? 

NPS promoters are your brand’s most loyal and enthusiastic customers. These people rate your brand a 9 or 10 on the NPS survey, meaning they’re highly likely to recommend your brand to others. Promoters genuinely love your brand and will gladly share their positive experiences with their loved ones. 

Promoters are valuable because they act as unpaid brand ambassadors. They help you attract new customers through word-of-mouth, social proof, and glowing reviews. They trust your brand, engage with it often, and tend to have higher lifetime value.  

To transform regular customers into NPS Promoters, you must do the following:

• Deliver exceptional customer service: Go the extra mile to delight your customers and show a genuine interest in their needs. 
• Personalize the customer experience: Tailor your interactions to their unique preferences to make them feel valued and understood.
• Actively seek feedback: Ask your customers for input and use this information to improve your product or service.
• Reward loyalty: Offer exclusive perks and discounts to your most loyal customers. 

When you delight your customers, a good number of them will reciprocate by becoming advocates for your brand. Nurture these relationships, and you’ll build a powerful network of promoters to fuel your business growth.

Importance of Promoters in Driving Business Growth 

Here are some benefits of NPS promoters.

Cost-Effective Marketing

Cost-effective marketing involves achieving maximum results with minimal investment. Instead of relying solely on expensive ad campaigns, you can focus on strategies that generate huge returns at a lower cost. One of such strategies is leveraging your NPS promoters. 

You can use your NPS promoters to promote your brand. i.e., they become your marketers through word of mouth. 

Create campaigns that specifically target your NPS promoters, encouraging them (or even incentivizing them) to tell their friends about your brand. This allows you to reach more potential customers and convert them in a very cost-effective manner.

Higher Customer Lifetime Value

Customer Lifetime Value (CLV) measures the total revenue a customer generates for your business throughout their relationship with your brand. A high CLV means your customers are loyal, make repeat purchases, and recommend your brand to others. 

This is exactly what NPS promoters do. They’re delighted customers who trust your brand and don’t mind paying a premium for your products or services. Moreover, a Signal Mind study revealed that 80% of your future profits will most likely come from 20% of your existing customers.

Having a high CLV helps create sustainable growth for your brand. With loyal promoters, you can reduce churn, generate steady revenue, and set the foundation for long-term success. 

Expand Brand’s Reach

Brands spend thousands of dollars yearly on advertising. They do this to be in the conversation, reach a wider audience, and drive sales.  

However, with NPS promoters, you get all of the above with just a tiny percent of your marketing budget. 

Take Apple, for instance. They have an almost cult-like fanbase that often spreads the word about their brand. These customers share positive reviews on social media and recommend Apple products to their followers. 

When promoters actively share their positive experiences, they introduce your brand to new audiences you may not have reached otherwise. This helps to increase your brand visibility and draw in new leads who are likely to convert. 

Customer Advocacy

74% of consumers testified that word-of-mouth or advocacy greatly influenced their purchasing decisions. This is not surprising because people are more likely to buy a product when it is referred to them by a friend. 

NPS promoters are your brand’s biggest advocates. They’re enthusiastic about your product and are eager to share your brand’s gospel with everyone. 

Promoters also participate in referral programs, provide testimonials, and create user-generated content that amplifies your brand’s message. Their advocacy not only improves your visibility but also strengthens your brand reputation. 

How to Leverage your NPS Advocates 

Now that you understand the importance of promoters, it’s time to use them to grow your business. Below are some things you can do to leverage your NPS promoters. 

1. Collect Reviews And Testimonials From Promoters

NPS promoters are your best source of authentic reviews, so it only makes sense to actively seek their feedback. This shows them you value their opinion and are always willing to improve your services.

To collect reviews and testimonials from your promoters, consider the following tips:

• Personalized outreach: Thank your promoters for choosing your brand by reaching out via email, phone call, or text message. 
• Ask for reviews: Use NPS email surveys to ask for their honest opinions about your product and/or services. Ask open-ended questions, like what they love about your product or how it has helped them.
• Simplify the process: Provide clear instructions to make it easy for your promoters to share feedback. You can also share links to review platforms like your Google Business Profile or Yelp to encourage them to leave reviews.
• Incentivize reviews: Where possible, offer incentives like exclusive discounts or early access to encourage them.
• Share their stories: Finally, share their stories on your website and social media to inspire others.  

When you consistently collect and implement feedback, you show that you’re committed to delivering excellence. You also build trust, attract new customers, and enhance your brand reputation.

2. Segment Promoters Using NPS Data

One way to get the most out of your promoters is to segment them. Segmenting your promoters helps you tailor engagement strategies and maximize each group’s potential. 

You can use NPS data to group promoters based on purchase history, engagement level, or demographic details.  For instance, while some are frequent buyers, others may be social media advocates or top referrers.

Integrate your NPS data with a rag vector database to uncover hidden patterns. Such a database offers advanced data analysis and visualization to help you identify patterns in how promoters interact with your brand.

3. Provide Exclusive Benefits and Loyalty Programs

Rewarding your NPS promoters with exclusive benefits and loyalty awards makes them feel valued and appreciated. It also keeps them engaged and motivated to advocate for your brand. 

For instance, you can create a loyalty program where promoters earn points for referrals, reviews, or repeat purchases. Let them redeem points for discounts, free products, or special perks. 

Similarly, you may offer exclusive benefits such as early access to new products, VIP-only events, or sneak peeks of upcoming launches. 

However, make sure to keep the process simple. Communicate the benefits clearly and make it easy for promoters to participate. You may also send updates on their rewards status to encourage continued involvement.

4. Create Dedicated Communities

Communities help brands build strong connections with their customers. Creating one for your promoters will give them a sense of belonging and deepen their commitment to your brand. 

Sephora is an example of a brand that is doing this right. Its Beauty Insider community has over six million members who give reviews, make suggestions, and share the products on social media.

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Like Sephora, you can start by creating a private Facebook group, forum, or Discord server where promoters can interact. This space makes it easy for your advocates to engage with your brand and like-minded customers.

You can use the community to connect with customers, share product updates, or ask for feedback. To keep the space alive, share engaging content and organize games, contests, and challenges.

You can also share your Apple Wallet business card within the community. This makes it easy for promoters to get in touch with you and even share your contact information easily with their networks to spread the word about your brand. 

5. Provide Early Access

Give your promoters early access to new products, services, and updates before the public. You can also invite them to exclusive previews, beta tests, or limited-edition launches. This involvement gives your promoters a sense of exclusivity and community.

To provide early access for your promoters: 

Firstly, notify them through personalized emails or messages to create excitement. Highlight their importance by framing access as a reward for their loyalty and advocacy. 

Next, encourage them to share their feedback. This gives you valuable insights into the current state of your offering and how to improve it.

If all goes well, promoters will share their experiences with others. This will create buzz for your new product and drive interest among potential customers. 

Conclusion 

NPS promoters are your brand’s most loyal customers. Leveraging this customer base can do so much for your business. Promoters’ loyalty and advocacy can amplify your brand’s reach, reduce marketing costs, and boost customer lifetime value. 

To leverage your advocates, start by collecting reviews, offering exclusive benefits, and creating dedicated communities. That said, leveraging your promoters shouldn’t be about the benefit alone. Instead, focus on creating deep, meaningful relationships with your most loyal customers. That is the only way to build a group of delighted promoters who support and propel your brand to new heights.

Do you know who your Promoters are? If not, it’s time to find out with NPS surveys.