In the business world, it is not uncommon to abandon the case of an unhappy customer, the belief that it is nearly impossible to regain their trust. Yet, according to American businessman Scott Cook, “Branding is no longer what we offer the customer, but what customers say to each other.” So, faced with the harmful consequences of word of mouth from a Detractor (unhappy customer), it is good to take the necessary measures to correct the situation.

The process can pay off. After all, as an entrepreneur, your goal is to increase customer retention and your growth rate with the goal of increasing your income. To convert a detractor into a promoter, you have to follow specific actions, believe in this process and see it as a second chance for your business. According to the American company Lee Resources, nearly 70% of customers whose dissatisfaction has changed to satisfaction with the company have regained their confidence in the company.

NPS and the follow-up

Before contacting your detractors, you have to identify them. With a survey that asks a very specific question “On a scale of 0 to 10, how likely are you to recommend our company friends or family?”, You will rank your customers according to NPS (Net Promoter Score) standards. Your promoters will answer 9 or 10, passive customers 7 or 8, and your detractors will suggest 6 or less.

InputKit

No need to wait for your detractors to talk badly about you online, because many will do so verbally in their entourage. It is therefore recommended to tackle the file in less than 48 hours. Your intervention will be personalized and marked with an apology, but above all with an obvious intention to correct the dissatisfaction.

First of all, you have to understand the detractor’s needs to analyze their reaction. The answers you get in the questionnaire will tell you what is wrong. Is it dissatisfaction related to customer service, a new product that does not meet expectations, a disappointing delivery time? You will be able to return to the source of the problem and rectify the situation.

To heighten the action, why not give the detractor an unexpected customer experience? All you have to do is offer an extended warranty, invite them for free to an event (the Salon du X, for example) to tell them more about the product that is making them dissatisfied or welcome them to your restaurant to show them that the dish referred to in his speech is improved thanks to his comments. When you show him your intention to change the situation, he will be surprised and grateful. However, avoid promising excessive things that are difficult to achieve, and keep in mind that, unfortunately, we cannot save all the detractors …

Passives, too ...

Ideally, the company will have the time to include in its action plan a way of approaching the Passives, who hesitate between clinging to you and going elsewhere. Indeed, these people liked their shopping experience with you but wait before promoting your business. Yet passive customers are found close to promoters in NPS results, and often it takes very little to retain them.

Read their comments and ask them what you could improve. This will gain their trust, nurture your relationship with them and learn a lot about your business.

Why invest time?

In short, why put so much effort into converting a detractor or a liability into client promoters? Mainly because detractors lower your sales. They also damage your brand image and help your competition. As for liabilities, their indifference gives you no idea what actions to take to improve your product or service.

So, for the reputation of your business, end your job in two points. First, send the client a follow-up survey after your intervention to ensure their satisfaction. Then, if he’s happy, invite him to talk about his experience online. A gesture which will increase the quality of your service and which will complete the process by moving it from detractor or passive to promoter. The customer will be happy to see that you took the time to listen and understand them. He will consider himself important.

Overall, this initiative will allow you and your team to learn more about how to turn a detractor or passive customer into a promoter and now you will know how to handle this situation.

A tool to help you

We have developed a modern solution called InputKit and are helping 100 companies in over 20 countries identify and convert their Promoter customers.

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