Are Your Clients Loyal? How to Find Out

Clients won’t always let you know when something’s wrong. Sometimes they’ll just leave. Even if you reach out to them after the fact and find out what went wrong, that relationship has been damaged and the client is lost. What if you could track their experiences and find out how they’re feeling before something goes wrong? Or even to find out what you’re doing right?

Assuming that no news is good news is the wrong approach to client relationships. One industry specialist compares it to dating, where you just wish you had feedback about what your date was thinking. If you’re not regularly checking in with your clients, you’re ignoring your most valuable resource.

This is where Net Promoter® comes in. Net Promoter measures more than just satisfaction; it measures customer loyalty.

Using a formula based on your survey questions, each customer is given a Net Promoter Score (NPS). This is a numeric score from 1 – 10, ranking each customer’s loyalty. NPS is based on the fundamental perspective that every company’s customers can be divided into three categories.

• 9 – 10 Promoters are loyal enthusiasts who continue to patronize your business and urge their friends to do the same.
• 7 – 8 Passives are satisfied but unenthusiastic customers who can be easily wooed by the competition.
• 1 – 6 Detractors are unhappy customers who have stopped using your services and are likely to be telling others about their negative experiences with your company.

The good news about NPS feedback is that you can stay current with your clients and be aware of situations before they affect your relationship. You have the opportunity to resolve issues that keep your clients returning and encouraging others to use your services. In addition, you know what you’re doing right. If there’s something your clients are responding to favorably, that is valuable marketing feedback you can put to use. There’s no reason to be in the dark about the loyalty and satisfaction of your client base.

Our NPS specialist Andrea Gabrisch has administered the NPS survey for dozens of clients, in over twenty countries. She welcomes your email or phone call at (314) 447-2342 to discuss how The Growth Partnership can help your business through NPS implementation.