CX Redefined #10
Do you know your promoters?
Greetings and welcome to the first edition of the CX Redefined Newsletter for 2024! We are thrilled to bring you the most recent updates and valuable insights into the realm of customer experience.
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In today’s edition, we have for you
Do you know your promoters?
From the desk of author
Do you know your promoters
Almost every brand sends the NPS survey. But there are very few who know how to leverage NPS for their brand voice.
More often than not, I have seen how many businesses may not be tapping into the full potential of their fans. Sure, we all know about the classic Promoters, Neutrals, and Detractors, but has your brand ever considered the diverse world within the realm of promoters?
Promoters are very important for your brand given the rising importance of micro influencers and user generated content.
For simplicity, I further break down the promoters into 3 further categories -
Enthusiastic Evangelists: These champions go beyond loving your product—they're the vocal advocates, shouting your praises from the rooftops! Imagine having walking billboards who spread the word even when you're not in the room.
You totally need to identify, mark and keep listening to these people. They are gonna be handful but are worth thousands of marketing bucks.
Gentle Admirers: Meet the silent admirers, genuine enthusiasts who just need a little nudge to become your quiet advocates. Once nudged in the right direction, they transform into your unsung heroes.
Identifying them is going to be a little tricky but nevertheless, the return on spending extra effort on these people is worth it.
Covert Devotees: Ever heard of the "hidden lovers"? These individuals harbor deep love for your product but prefer to keep it low-key. Their endorsement might be private, but it's as authentic as it gets.
Hardest of the lot to figure out and a lot tricky to convert.
The promoters are key to apmlifying your brand voice.
Here are some ways how you can user your promoters to amplify your brand voice
1. Enthusiastic Evangelists:
User-Generated Content (UGC): Keep listening to these folks. Make your social medial team to create a list of the users shining on NPS, and watch those list. Encourage the users to create content showcasing their enthusiasm. Share their posts on your official channels, turning them into your brand ambassadors.
Exclusive Opportunities: Provide exclusive access, sneak peeks, or early releases to reward their loyalty. This not only makes them feel special but also generates buzz around your brand.
Referral Programs: Develop a referral program that rewards Evangelists for bringing in new customers. Their word-of-mouth can be a powerful driver of new business.
Highlight Stories: Share success stories and testimonials from Evangelists. Feature them in case studies, interviews, or spotlight posts to inspire others. A review video is a great to start your journey.
2. Gentle Admirers:
Engagement Initiatives: Initiate conversations with Gentle Admirers through surveys, polls, or interactive content. Understand their experiences and gently encourage them to share positive aspects. A personalized message from founders/leaders totally helps in this regard for the users to come forward.
Personalized Recommendations: Provide personalized recommendations based on their usage patterns. This not only enhances their experience but also gives them specific reasons to share their positive experiences.
Limited-Time Promotions: Introduce limited-time promotions or loyalty discounts to prompt them to spread the word. Make them feel like insiders with exclusive offers for them and their network.
Testimonial Campaigns: Encourage them to submit short testimonials or success stories. Feature these on your website, social media, or marketing materials.
3. Covert Devotees:
Private Appreciation: Privately acknowledge and appreciate their loyalty. A personalized thank-you message or exclusive perks can strengthen their connection with the brand.
Anonymous Endorsements: Allow for anonymous testimonials or reviews. Covert Devotees may be more inclined to share their genuine thoughts if they can do so discreetly.
Closed-Group Engagement: Create a private community or forum for Covert Devotees to connect with each other. This can be a space for them to share their experiences without the spotlight.
Surprise & Delight: Surprise them with unexpected perks or gifts. This not only shows appreciation but also increases the likelihood of them sharing their positive experiences.
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