This is how you turn passive customers into true promoters of your brands and products

The Net Promoter Score is one of the most important metrics in Customer Experience Management. Use NPS to identify passive customers and find out what their wants and needs are.

How to turn passive customers into real promoters

When you conduct a Net Promoter Score (NPS) survey, you will find out the percentage of customers who are critical, neutral, or positive about your company and products. Critical customers, also known as detractors, are the customers with the lowest loyalty and a high risk of churn. These customers give you a score of 6 or less in the Net Promoter Score. Detractors will most likely leave your brand for your competitor at the first opportunity if you don't actively prevent this. Most companies focus on turning detractors into loyal customers to avoid customer churn and maintain company revenue. This is of course a good strategy. But what most companies don't do is focus on those customers who have neither negative nor positive attitudes towards your company, namely the "neutral customers", also called "passive customers" in the NPS context. Passive customers give you a score of 7 or 8 in NPS surveys.

In this blog, we will show you simple and quick ways to convert passive customers into real promoters, i.e. customers who are loyal to your company and would recommend your products, brands and services. If you don't address passive customers and improve their customer experiences, they can become detractors as soon as they have bad experiences along the customer journey. Conversely, passive customers can quickly develop into promoters.

4 tips to turn passive customers into real promoters, brand advocates and therefore loyal customers with high customer satisfaction.

1. Get customer feedback

Passive customers do not explicitly support your brands or products, nor are they averse to your company. However, they want a development that either satisfies all customer needs or even exceeds customer expectations. So get feedback, ask them for ideas and recommendations that will make them rate you higher in terms of Net Promoter Score. Find out exactly what bothers your passive customers and what they like. QuestionPro's Customer Experience Management platform has suitable tools that enable you as a company to measure customer experiences at the contact points between your customers and your company.

2. Analyze customer feedback regularly

If you give your customers the opportunity to leave text comments in addition to a static NPS rating during customer surveys or touchpoint analyses, then you will get an idea of ​​what exactly your passive customers want and what they dislike. If you regularly monitor customer feedback from your passive customers, you can discover trends and patterns and analyse critical input from your passive customers in real time. Therefore, use real-time analysis tools that enable you to respond immediately to critical feedback with appropriate measures.

3. Respond immediately to customer feedback

The faster you respond to critical customer feedback, the more likely you are to satisfy your passive customers and turn them into promoters. It is crucial that you do not let too much time pass, because your customers also have to notice these changes. Once your products and brands have fallen out of your customers' focus, they may no longer notice positive changes or will attach less importance to these changes and may have oriented themselves differently in the meantime.

4. Track changes

Once you have made the appropriate changes according to the customer's wishes, communicate this via all possible channels. Now observe whether your Net Promoter Score changes and whether more originally passive customers now rate you higher than before the changes. It is crucial that you use tools or software that enable you to track customer feedback on a timeline so that you can correlate the changed NPS values ​​with the changes made.

And another tip:

To find out which measures are driving up your Net Promoter Score, regularly carry out so-called NPS driver analyses (NPS key driver analyses).  Here you will find detailed information on the topic of NPS driver analysis.

Do you have questions about passive customers and how you can turn them into real promoters? Simply contact us using the contact form. We look forward to the dialogue!

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