Comments on: How Net Promoter Can Revolutionize Your Digital Marketing

By: Surveys on Social Media Customer Experience | Social Customer Care

Surveys on Social Media Customer Experience | Social Customer Care — Mon, 08 Apr 2013 22:24:40 +0000

[...] How Net Promoter Can Revolutionize Your Digital Marketing (socialmediaexplorer.com) [...]

By: Adam Ramshaw

Adam Ramshaw — Fri, 08 Mar 2013 01:40:00 +0000

Nichole, great post — it always seems a shame to me the companies using NPS spend so lots of time and money collecting a new segmentation variable for their customers called “Propensity to Promote” but never use it for marketing.

I joke that if I sold them a service to augment their customer profile data with this information they’d pay a fortune for it but here they have it and never use it.I have some practical suggestions on how to leverage NPS data for marketing in this post:http://www.genroe.com/blog/how-to-use-customer-feedback-to-directly-drive-revenue/1498

By: Adam Ramshaw

Adam Ramshaw — Fri, 08 Mar 2013 01:34:00 +0000

Rosemary, you can use an NPS specific tool like CustomerGauge (disclaimer: we resell this product in Australia) that can put data back into the Salesforce, or other, CRM.

By: Who Do You Want Your Advocates to Become? | Advocate Marketing Programs

Who Do You Want Your Advocates to Become? | Advocate Marketing Programs — Thu, 07 Mar 2013 16:05:30 +0000

[...] How Net Promoter Can Revolutionize Your Digital Marketing [...]

By: William Mougayar

William Mougayar — Wed, 06 Mar 2013 15:47:00 +0000

Hi Nichole,
You make a lot of great points about the need to focus on the activity of these promoters. NPS on its own is passive.

The “altruistic activators” are arguably your most valuable segment. Actually, they will defend you/your products in the marketplace against the detractors.

There’s a new marketing competency for managing the whole spectrum of activities of your advocates, and we call it Advocate Marketing. There comes a point when you need to manage this like a program so you can see the continuum of activities and get a better handle on the ROI and results. A platform like Influitive (shameful plug) can help http://www.influitive.com

By: William Mougayar

William Mougayar — Wed, 06 Mar 2013 15:06:00 +0000

Hi Rosemary,
Integrating with a CRM is key because your advocates are your customers, prospects, partners, influencers, etc… They come in many flavors. I suggest to look at Influitive who lets you properly run an advocate marketing program and it integrates with Salesforce.com. (I work for Influitive)

By: Nichole Kelly

Nichole Kelly — Wed, 06 Mar 2013 00:03:00 +0000

That’s exactly what we’re working on Nick! Building a notification mechanism so detractors get escalated quickly while also looking at how to make altruistic activators feel special. Thanks for diving into the discussion!

By: Nichole Kelly

Nichole Kelly — Wed, 06 Mar 2013 00:01:00 +0000

Rosemary – Great question! SatMetrix looks like they are doing some interesting things and you can easily set up a net promoter field in Salesforce (http://www.clicktools.com/blog/net-promoter-calculations-in-salesforce/). But the challenge is measuring over time. It can’t be a field that gets over-written when the value changes. Salesforce has a solid API so we are doing some testing on building the question into the email template and then passing the data into the contact record. But we still have to figure out how to store old responses and will look at triggers to notify people when scores change a lot. We’re on the early stages of looking at this through a new lens.

By: Rosemary

Rosemary — Tue, 05 Mar 2013 12:48:00 +0000

What types of tools are usually used to track net promoter responses by customer (for example, if you want to track changes over time)? Any recommendations on how to integrate this into a CRM, or a CRM that already includes room for this data?

By: Nick Robinson

Nick Robinson — Tue, 05 Mar 2013 11:53:00 +0000

Love it Nichole! There’s so much you can do with that type of data collection, my head is spinning with ideas. One scenario – query all changes from advocate to detractor, and throw them into a queue for a customer service rep to make calls, send e-mails, send tweets (whatever the customer prefers). Same goes for advocate to altruistic activator.