Many businesses who use NPS focus heavily on the two extremes of their survey respondents: the MARCs (the lowest of your scorers) and the MVPs (the highest of your scorers). However, the third group, the often-neglected passives, are a potential goldmine of feedback and score improvement tactics.
While detractors may have serious issues with your company that need to be fixed immediately and promoters may have extremely positive reviews that could form the foundation of a marketing campaign, passives give you the opportunity for an ‘easy win’ in addressing smaller, more manageable issues: the ‘low-hanging fruit’ that are the easiest to resolve.
A small adjustment, change or outreach attempt could be the little push a passive needs to switch. Changing just one passive to a promoter could result in a lifelong, high-value customer after spending only a relatively low amount of resource—a passive is far easier to impress and interact with than a disappointed MARC.
Here’s how you can use Customer Monitor to find and capitalise on these easy wins.
Navigate to the passives section. This is located on the left-hand navigation sidebar, as displayed below.
If you can’t see it, you may not have the feature switched on. Contact your account manager if you believe this is the case.
Upon arriving in the passives section, you will be presented with the following table:
This table is a collation of all of the most pertinent information you have about your passive respondents, including:
- names and contact details,
- recent NPS results,
- commentary on the reasons for their score,
- their contact status,
- the number of days they have remained uncontacted, and,
- any notes that have been left about them by other Customer Monitor users.
Note that these columns may be different depending on your settings.
This information is the gateway towards identifying the easy wins, giving you all the data you need to analyse, action and review resolution attempts.
Here are a few steps to try to get started finding the easy wins:
Sorting by NPS
Passives generally are classified as those who have scored as a 7 or an 8 in their NPS survey. While it may seem like there is little difference between them, the reality is that while a 7 needs a 2-point upgrade to reach promoter levels, an 8 only needs a single slight point push.
It’s the difference between a quick email with a voucher for their next purchase and a more involved phone call resolution process.
You can filter passives by NPS score by simply clicking the column titled NPS in the table. Many businesses find their easy wins by targeting the 8’s first before moving on to the 7’s.
Segmentation is a filtering system that applies across the entirety of Customer Monitor, allowing you to focus on the customers who share specific traits, such as:
- Transaction type.
- Agent used.
- Geographical location.
- Product purchased.
This allows you to hone in on specific groups of particularly important people. For example, if you knew that your NPS overall was solid, but there was a geographical location that was lacking, you might segment by location to include only those within that specific area.
You can then use the table to filter by NPS, as described above, and find the easy wins for that specific area.
Analyse the comments
Once you have the population and score you want filtered, the next step is to analyse the comments in the table, as pictured below.
Look out for positive comments followed by “but”, such as “great service, but delivery times were long”.
Comments like these immediately give you a hook to latch onto for improving that customer’s experience. It gives you something to contact them about, to say how you are going to fix it for next time, or just provide an apology for their trouble (such as free delivery for their next order, following on from the example complaint above).
If the obvious solution only requires a small amount of resource, add that passive to the “easy wins” list.
If you notice a particular theme come up a lot, you should head to the Emerging Themes section to get more detail. This is especially important for issues that may require larger adjustments than simple outreach—constant slow delivery complaints, for example, may require you to take another look at your entire supply chain, rather than simply reaching out to a few passives for an easy win.
Download all data
If you want to get more data or want to do your own analysis outside of the CM platform, you can download passive information through the ‘Export this table’ or ‘Export all data’ button, pictured below.
Export this table downloads the data as you have it filtered on the screen, segmentation and all. Export all data, on the other hand, grabs all the data you have on those passives; demographics, latest scores, contact details—everything that you have on that person, including data that may not be displayed on the table as you see it.
Most of the time, we recommend adjusting the table as you need it and then using Export this table to make the amount of data you receive more manageable.
Once you have segmented your passives adequately and taken note of anyone who had an easily resolvable issue, it’s time to resolve them. Head over to this article on How to prioritise the customers who are on the fence for more tips and tricks on this.
For more strategies and advice, get in touch with your account manager or check out the rest of our documentation.