Reputation management is an essential part of any Inbound Marketing strategy. Customers often use peer or expert reviews to determine whether or not they want to work with a certain company. If you are unaware of your online reputation or are doing nothing to build a positive one, you will be passed over for a competitor during your customer’s buyer’s journey.
One of the best ways to manage your online reputation is to gauge where your customers rate you before they even have a chance to take their opinions online.
Doing this serves three purposes:
- You can have a sense of how your customers feel about your company and business processes
- You can fix processes that are consistently brought up as not working
- You can have a chance to mend a broken customer relationship or a negative perception before that customer takes their opinion public
We like to use Net Promoter Score surveys after purchases or customer interactions to see how we are doing and what our customers think of us. These surveys ask a simple question of our customers:
How likely are you to recommend us to family or friends?
The customer rates us on a scale of 0-10 and from that we can determine our score. We can also use these answers to segment our customers into three groups that can be used for further email marketing purposes in the future.
Below we will outline the steps we took to create our NPS survey and segment our customers after they responded to our email. We used the Hubspot CRM to create our survey, but it can be easily replicated on any email client or CRM program you use.
Step 1: Create Landing Pages
Each of the numbers used to rate our company corresponded to a different list that the customers were placed in. If a customer ranked us a 0-6, they were considered a Detractor. Numbers 7-8 were considered Neutral. Numbers 9-10 were considered Promoters.
Each group of customers needed to see a different exit screen after ranking, so we created three landing pages.
This page has options for the customer to make their review of our company public with easily accessible links to Google My Business and Facebook reviews.
The people who see this page rated us a 9 or a 10, which means they were highly likely to recommend us to family and friends. By showing them these links, we give them the opportunity to do just that.
Customers who rate us a 7 or 8 see a slightly different page. We wanted to know why their score was not higher, so we give them an internal form to voice what we could have done better. We can use this feedback to improve our business processes.
We did give these people a chance to connect with us on Facebook. We want to stay in touch with them and possibly provide more value to raise their opinion of us for future interactions.
If a customer rated us a 0-6, they would see the detractor page. This page also asks them what could be done to improve in the future, since they clearly did not have a positive experience with us. We can use this feedback to personally connect with the unhappy customer and possibly change their opinion of us.
Notice that we did not include an option to like us on Facebook on this page. Because this customer was unhappy, we did not want to encourage interactions on places where they could publicly review us before we had a chance to fix what made them upset.
Step 2: Create Email
After the landing pages were created, we then created the email.
As you can see, we chose to open ours up with a sentence or two explaining the purpose of the email, followed by our NPS question.
Each score links to its respective page, but since they are all separate links, we can still track the individual scores. This way, we can still tell if we are getting a ton of 1’s or mostly 6’s as opposed to just tracking our three groups.
Step 3: Segment Responses
We then set up an automation that separated customers into three lists based off of which landing page they visited after choosing their NPS score.
As discussed, these three lists were:
- Promoters (9-10)
- Neutral (7-8)
- Detractors (0-6)
Now, we not only know our own Net Promoter Score, but we also have created three customer segments that was can use in the future to ensure all our customers are seeing the appropriate marketing messages.
Step 4: Use Your Data
The final step in creating a NPS survey is to actually use the data you gather from your customers.
If you are noticing trends in customer responses, examine why those trends are occurring. Maybe you need to work on your customer service, your delivery times, or your website.
Also, be sure you are using the lists you create from the outcome of your surveys to your advantage. You have a list of people who are extremely satisfied with your service - use that! Ask them for reviews. Provide them with valuable content since they will be more likely to share it.
However you choose to use your data is great as long as you are actually using the information you gain from surveying your customers.
Reputation management can be a tricky thing in today’s world. People are so quick to post their experience with companies online and depending on what others say about you, it can really negatively affect your brand reputation. By implementing a NPS survey, you are learning directly from your customers where you stand with them and what can be done to improve your business.
One way to ensure a great NPS score is to target the correct audience for your marketing message. Download our buyer persona template to create your target consumer for your business!