How can you use net promoter score to build long-term relationships with customers and influencers?

1 What is NPS and how to calculate it

NPS is based on a single question: How likely are you to recommend our brand, product, or service to a friend or colleague? Customers can answer on a scale of 0 to 10, where 0 means not at all likely and 10 means extremely likely. Based on their responses, customers are classified into three categories: detractors, passives, and promoters. Detractors are those who give a score of 0 to 6, passives are those who give a score of 7 or 8, and promoters are those who give a score of 9 or 10. To calculate your NPS, you simply subtract the percentage of detractors from the percentage of promoters. For example, if you have 40% promoters, 40% passives, and 20% detractors, your NPS is 20 (40 - 20).

2 Why NPS matters for influencer marketing

NPS is not only a measure of customer satisfaction, but also a measure of customer advocacy. Promoters are not only happy with your brand, but also willing to spread the word about it to their friends, family, and followers. They are your natural influencers, who can generate positive word-of-mouth, reviews, testimonials, and referrals for your brand. By identifying and engaging your promoters, you can turn them into loyal and long-term partners, who can help you reach new audiences, increase your brand awareness, and drive more sales.

4 How to nurture your promoters

The next step to use NPS for influencer marketing is to nurture your promoters. You can do this by offering them incentives, such as discounts, free products, exclusive access, or recognition, to encourage them to share their positive experiences with your brand. You can also provide them with content, such as images, videos, or stories, that they can use or adapt to create their own posts. You can also ask them for their opinions, suggestions, or ideas, to make them feel valued and involved. You can also monitor and measure their engagement, reach, and impact, to track their performance and reward their efforts.

6 How to improve your NPS

Using NPS for influencer marketing is not only about finding and nurturing your promoters, but also about improving your overall NPS. You can do this by listening to and acting on the feedback of your detractors and passives, who can point out your weaknesses and areas of improvement. You can also follow up with them with a thank you note, an apology, or a solution, to show that you care and appreciate their input. You can also try to win them over with better products, services, or offers, to increase their satisfaction and loyalty. By improving your NPS, you can increase your customer retention, reduce your churn, and grow your customer base.