STOP IGNORING YOUR PROMOTERS!

Are we so focused on trying to remedy the pain points of our detractors that we are guilty of ignoring our promoters?

A question I hear time and time again is; we’ve been doing all this great work to improve processes and customer service, so why have we not been able to shift the dial on our strategic CX metric?  The answer is often because you have either focused on the wrong areas, and not those that matter (another topic entirely) or because you have focused on your detractors only, and ignored your promoters.

We need to remember that advocacy and satisfaction scores come down more easily than they go up. Below the surface of a stable and consistent metric, there is often a lot of noise. In several studies taking a longitudinal view of advocacy, we have seen strong improvements with detractors moving up the scale offset by as many promoters falling back down.  This offset has been as great as 20 or more points, which is an improvement that would exceed most targets!

Think of it like shovelling sand on the beach. For every shovel load you put on the top of the pile, another shovel load slips back down the sides.

Ultimately, improving advocacy is not just about focusing on detractors, one must also consider promoters. As well as picking up customers up once they’ve fallen, we need to make sure they don’t fall.