Why it is important to place NPS at strategically important points

The Net Promoter Score measures customer satisfaction. This satisfaction results not only from the product purchased, or the service and support or even the response and shipping time.

Customer satisfaction starts at the beginning of the customer's journey

On this journey, the customer already has important touchpoints with your company, which are decisive for whether or not there is a purchase and a later collaboration.

The first step is to identify which initial points of contact, so-called touchpoints, the customer has. While these touchpoints may vary from industry to industry and may appear in a different order, there are some points that are general.

Combine Touchpoint management with NPS

The first point of contact with the company is that it draws attention to itself and attracts potential new customers. If that succeeds, the potential new customer will find out more about your company and the products and services. Make sure to provide sufficient information here. This can be done via landing pages, videos and social media channels. Keep an eye on these initial points and make sure to optimize them with the help of an NPS survey in order to make it as easy as possible for interested parties to get all relevant information quickly.

If the information is well provided, the interested party will have the next touchpoint with your company, for example in form of a newsletter subscription, an active purchase, or contacting your support team to clarify any questions that may arise.

Keep an eye on the Customer Journey

Everything went well, topic finished? No, because the customer's journey doesn't end there. There are many other touchpoints between customer and provider that can have both positive and negative effects on the relationship. Be it in the course of further customer loyalty, upselling, subsequent purchases, and even when simply changing customer contact details.

After the important and prominent touchpoints on the customer journey have been identified, it is now time to use these points to your advantage with the help of the NPS. For example, you can start an NPS query directly in the advertisement or on the product information landing page and obtain helpful information on structure, design and totality.

In the further process you can start an NPS query immediately after the purchase and inquire about difficulties and problems with the purchase process. Annual surveys of existing customers are the classic example of a satisfaction analysis with NPS, but have you ever thought of carrying out a survey if the existing customer has changed their master data?

This can quickly lead to frustration on the part of the customer, which may not have an immediate negative effect on the relationship with your company over time.

Another prominent touchpoint where you should use NPS is the moment when your services are no longer wanted and the customer cancels.

Find out more about the reasons and conduct a survey at this topuchpoint. At this point we would also be happy to recommend our article "Why you should also talk to your detractors."

Once you have successfully identified the touchpoints, it is now important to ask the right questions, to react to the individual needs of the customer and thus to continuously improve the customer journey. The more and the earlier you ask questions, the sooner you will receive information on possible improvement potential.

Recommended reading: If this article helped you and you would like to learn more about the role of NPS in shaping the customer experience, continue reading here: "The role of NPS in customer experience (CX)"

Automate NPS surveys with Callexa

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