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.
“???????? ????????????’???????? ????????????????????????????????????????-????????????????????????????, ???????????? ???????????????? ???????????????? ???????????????????? ???????????????????? ???????? ???? ???????????????????????????????????????? ???????????????????? ????????????????????????????????????. ???????????????????? ????????????????????????????????-???????????????????????????? ???????????????????????? ???????????? ???????? ???????? ???????????????? ????????????????????????????????????????.” – ???????????????? ????????????????????
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:
???? ???????????????????????????????????? (score 9-10) are loyal enthusiasts who will keep buying and referring others, fueling growth.
???? ???????????????????????????????? (score 7-8) are satisfied but unenthusiastic customers vulnerable to competitive offerings.
???? ???????????????????????????????????????? (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.
