In today’s DTC environment, the traditional sales funnel no longer accurately represents the customer journey. The funnel has been flipped on its side and becomes a continuum where, for many customers, there is no end. Each transaction should strive to be the beginning of the next.
Feedback should be included into product development and service optimization to further enhance customer engagement. Personalizing experiences and proactively addressing concerns significantly shifts passive customers to brand advocates.
📣 The voice of the customer has never been more important.
“𝐈𝐟 𝐲𝐨𝐮’𝐫𝐞 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫-𝐟𝐨𝐜𝐮𝐬𝐞𝐝, 𝐲𝐨𝐮 𝐦𝐮𝐬𝐭 𝐰𝐚𝐢𝐭 𝐮𝐧𝐭𝐢𝐥 𝐭𝐡𝐞𝐫𝐞 𝐢𝐬 𝐚 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫 𝐝𝐨𝐢𝐧𝐠 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠. 𝐁𝐞𝐢𝐧𝐠 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫-𝐟𝐨𝐜𝐮𝐬𝐞𝐝 𝐚𝐥𝐥𝐨𝐰𝐬 𝐲𝐨𝐮 𝐭𝐨 𝐛𝐞 𝐦𝐨𝐫𝐞 𝐩𝐢𝐨𝐧𝐞𝐞𝐫𝐢𝐧𝐠.” – 𝐉𝐞𝐟𝐟 𝐁𝐞𝐳𝐨𝐬
Net Promoter Score is a great starting point.
Net Promoter encourages organizations to engage in ongoing systematic dialogue with customers.
In response to the question, “How likely is it that you would recommend (brand) to a friend or colleague?” respondent groups are:
👉 𝐏𝐫𝐨𝐦𝐨𝐭𝐞𝐫𝐬 (score 9-10) are loyal enthusiasts who will keep buying and referring others, fueling growth.
👉 𝐏𝐚𝐬𝐬𝐢𝐯𝐞𝐬 (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
👉 𝐃𝐞𝐭𝐫𝐚𝐜𝐭𝐨𝐫𝐬 (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from -100 (if every customer is a Detractor) to 100 (if every customer is a Promoter).
I help consumer brands understand the changing customer journey so they can maximize the lifetime value of that customer. I’d be happy to help you find the right tools to understand your unique journey better. Let’s connect.
