Not all satisfied customers generate the same impact for a company.

Some are happy with the experience and do not make any more interaction with your company, others, in addition, leave a positive review and may even recommend the business when the opportunity arises with friends or family. These customers are known as promoter customers.

Identifying them and knowing when to ask them for a review can make a big difference in a company’s online reputation and the trust it transmits to future customers.

What is a Promoter Client?

A promoter customer is one who, in an NPS® survey, answers with a score of 9 or 10 to the question:

“On a scale of 0 to 10, how likely are you to recommend this company to a family member or friend?”

This score indicates that the customer has had a very positive experience and that there is a high probability that they will recommend the company if they have the opportunity.

Nowadays, that recommendation usually materializes in actions such as leaving a review on Google, positively rating a service or recommending a company when someone asks for an opinion. While word of mouth still exists, it’s much harder to measure than the impact of a good online reputation.

How to identify a promoter client?

A satisfied customer may have received exactly the service they expected and still never interact with the company again.

A promoter client goes one step further. His experience has been good enough to positively value the company and be willing to recommend it. A positive review on Google, a good rating or a recommendation generates trust in other users who are comparing options before making a decision. In addition, companies with more positive reviews tend to convey greater credibility and can increase the conversion of new customers.

On the other hand, promoter clients often share a number of common behaviors that can also help the business on a day-to-day basis:

• They recommend the company, service, or product.
• They are more tolerant of specific errors as long as the company manages the situation correctly.
• They provide suggestions and feedback because they want the experience to continue to improve.
• They are more likely to repeat the purchase and maintain a long-lasting relationship with the company.

In short, they not only generate direct revenue, but they help attract new customers with a credibility that no advertising campaign can match. In addition, they provide useful information about the strengths of the business.

The most common mistake: identifying promoters, but not acting

Many companies use NPS® to understand their customers’ level of satisfaction, and they often spend more time managing naysayers than promoters.

It makes sense from an emotional point of view, since a complaint hurts and demands an immediate response, while a promoter does not “bother”, so it does not generate urgency. But from a business point of view, it’s exactly the opposite of how effort should be shared: putting out fires with detractors has, at best, a containment effect. Identifying and taking action with promoters has a multiplier effect.

If there is no action after the survey is completed, much of the value that the measurement brings is lost.

How to make the most of promoter clients?

A few simple actions can significantly increase the number of positive recommendations and reviews:

• Request a review right after receiving a rating of 9 or 10.
• Provide a direct link to Google or other review platforms.
• Thank you for the feedback received.
• Analyze feedback to identify and replicate what makes for great experiences.

The goal is not to ask for reviews from all customers, but to do it at the right time and from those who have actually had a positive experience.

How NPS® helps you identify and activate your customer advocates

The question isn’t whether you have promoter clients, chances are you do.

The real question is whether your company has a process in place to identify, listen to and help recommend you at the right time.

At Opinat we help companies measure their NPS®, identify their promoters and turn that satisfaction into actions that drive business growth. Because measuring the customer experience is not only about detecting problems, but also about taking advantage of the full potential of those who already believe in your brand.