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“Promoters” engagement strategy

Promoter Engagement Strategy

In customer success, NPS (Net Promoter Score) is one of the very important metrics that give you a heads up about the customers who could possibly churn out or become brand loyalists. Before deep-diving into the Promoters engagement strategy, know the calculation behind NPS.

There are 3 kinds of customers who contribute towards calculating the NPS.

  • Promoters
  • Passive Customers
  • Detractors

On a scale of 10,

  1. The supremely happy customers are those who give your product and service a rating of 9 or 10. They are your Promoters.
  2. Passive Customers are the ones who are neither unhappy nor very happy with your product or service. They are the ones who would rate it as 7 or 8.
  3. Customers who rate your product and service between 0 and 6 are the Detractors. I call them the unhappy ones.
NPS = (Promoters — Detractors) / Total responses

It goes without saying that the detractors are the ones with the most attention, as the probability of them to churn out is very high. On the other hand, the passive customers and the promoters should not be ignored. Many times CSM’s assume that they would remain happy forever using your product or service.

A strategy designed to address the concerns of the detractors ignoring the promoters and passive customers can cost you a fortune as it won’t take them much of a time to become a detractor.

It is absolutely necessary that as a CSM, you do have a promoter engagement strategy to keep your happy customers engaged. So what are some of the ways through which you can keep them engaged? Come, let’s see them one by one.


Pitch your Promoters for a written or a video testimonial that can be published on the website. This is actually a win-win situation as it is a promotion for your brand and marketing for their business.

Market your Promoters and build the brand by publishing it across various mediums. By engaging them in this promotional activity, your customers would feel elated.

A few may not engage as much as you expected. In that case, request them to review your product on external apps like G2crowd, Capterra, etc.

Make them feel like family

Grab the opportunity when a new product or feature is ready for release.

Organizations may offer early access build for all its Promoters to join them in their testing and requesting for their opinion. For their feedbacks, appreciate their time and effort. If required you can go a step ahead to give some gifts.

Felicitate brand loyalists in user conferences, trade shows, etc. If willing, invite them to be a speaker for conferences and events.

Drive product value

As a CSM, you would be aware of the customer requirement and would have also been keeping a tab on their product usage. Based on that, you can ask the customers to try implementing other features of the product that they are not currently using which might add value to the current process they follow.

Reach out to the customers, when their expected feature made it to the release. Be genuinely happy and educate them about the feature. Make them feel valued.

Look for opportunities

Customers who are happy using your product are termed “Promoters” for a reason. They will be more than happy to spread the word about your product/service. You can identify opportunities within the customer’s organization where you can see your product solving a problem or adding value. Just identify the opportunity and position your product as to how it is going to solve the problem, your customers will take care of the rest.

All the efforts taken to keep a happy customer, happier, shouldn’t go unnoticed. It is important that you list out all the promoter engagement strategies and showcase their impact during the business reviews. This will let the customer know about the value you have added to them.

These are some of the plans that you can come up with to keep your Promoters engaged. If you can think of any other ways through which your customers can be made happier, please do drop them in the comments section.

Written By
Karthik Sheshadri 
Handsome  :P | Young | Introvert | Music Enthusiast | Budding Writer | Budding  Photographer | Cricket Fanatic | Fashion Admirer | Thamizhan | தாய்  பாசம் கொண்டவன்  
The original article was published in Medium

by rameshkumarramachandran

Customer Officer | Revenue Expansion | Saas, Cloud Computing, Go-To-Market, Startups

20th January 2020

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