Aim for ’10 out of 10’ – customers as your promoters; from the outside in

Regardless of the sector, understanding your customers is critical to business success. Having customers who are ‘Promoters’ can provide companies with the advantage over their competitors in such consumer-led times.

Instead of “We think our customers want …”, we encourage organisations to reach-out to their customers so they can say, “We know …”. Never underestimate the power of knowing what people think, and how it makes them feel.

Our philosophy is to take a view ‘from the outside in’; to connect with customers, partner organisations and stakeholders, to understand what they want and need. Don’t assume you know from within. Thus we say:

1. Engage

By whatever means, connect with your customers. Try to offer a range of methods to input. Online surveying tools can provide high-volume returns; focus groups or one-to-one methods can allow you to dig a little deeper into what your customers are saying.

“Develop questionnaires, such as this one, in order to gain valuable feedback and use it for making improvements”*
*a comment from a respondent to a recent online survey we conducted with member institutions of BUCS – British Universities and Colleges Sport)

Furthermore, we encourage organisations to hold the mirror up at themselves to know what’s happening within the company; and their own perceptions of what their customers need.

2. ‘Listen’

Listening to what your customers are saying can give you the insight into what you’ve done, how you’re doing now, and what you can do in the future. Sometimes it’s hard to receive feedback that isn’t what you want to hear. Yet an openness to and recognition of customer feedback can build positive relationships, trust and importantly, more business. We like to use rating scales to gauge attitudes and opinions. Letting your customers rate how well you are doing can provide valuable insight into your service, from your customer’s perspective.

3. Act

The ‘platinum’ rule of customer interaction is to act; to respond. To demonstrate that you have listened and acted upon what has been fed back. Even more, tell your customers what you have done in response to their feedback. Make your customers your ’Promoters’; a term used in the NET Promoter Score®️ (or NPS®️). They are loyal customers, enthusiasts, and will refer you to others. A rating of 7 or 8 out of 10 can appear positive. Yet the NPS®️ suggests this rating is from ‘Passive’ customers who are satisfied but could be influenced by other opportunities away from your business. Less than a 7 and your into ‘Detractors’ – unhappy customers! If you are receiving feedback that implies you are not a ‘10 out of 10’, ask “What would make it a 10”?

The Inside Track

Connect with your customers, don’t assume. Importantly, don’t forget your own people. Start somewhere. Commit to engaging with your customers and establish a baseline understanding. Then build on your findings year-on-year. Adopt a “You said, we did” attitude. Act on what your customers have told you. And tell your customers what you have done in response to their feedback. Finally, maintain connection. Try to avoid a one-off occurrence; make customer engagement a continual, dynamic and proactive activity.