Net Promoter Score or NPS is one of the most important metrics an organization collects as it is a well-established metric for customer loyalty, enthusiasm, and retention. NPS also serves as an indicator for whether your customers will refer your company to their colleagues and friends. Referrals are the best form of lead generation as referrals are often much easier to close and require less sales time, saving on customer acquisition costs.
Those organizations and Customer Success departments who prioritize community-building often see higher NPS scores due to the inherent loyalty that comes with tying your brand to your customers in a meaningful way. People want to feel a part of something bigger and they want to feel like they are important to your company. By bringing your customers into your brand community, they are tapped into you just as you become tapped into them.
CampfireSocial is a great tool to build your customer community with. Our clients have reported an increase in NPS both directly and indirectly related to the launch of their community initiative. Survey responses have indicated that their customers love having the ability to speak with corporate staff and getting feedback from other customers directly on the platform. They also appreciate hearing new news, receiving early notice of product/service innovation, and forming discussion groups with like-minded peers that they can engage with. This all breeds a sense of belonging and customers feel it.
Let’s Get Started!
You have community. Now, it’s time to leverage your community data to optimize your customer experience.
To effectively engage with your customers, we recommend that you focus on tracking 5 key metrics that CampfireSocial provides in our data dashboards.
1. Social Listening: Trending words and hashtags can tell you a lot especially when you can look at your data based on your Customer segments. The more intel you can get on your specific customer subsets, the more you can tailor content to them directly. You can also use this information to stay ahead of the curve on reactions to company changes such as feature updates. By addressing sentiment proactively, you can prevent customer attrition.
2. Follower Counts: We recommend creating a ‘Follower’ benchmark. Those customers who have more followers will be more likely to be engaged and feel more positive about your brand. Those with less, well it may be time to dedicate Customer Success resources to them to find out what’s holding them back.
3. Last Log In: Last log in can be an indicator of value. If your customers find value in your content, then they will be more apt to participate. Those who don’t find value, will not. Value is key to customer loyalty. We recommend surveying those who aren’t logging in regularly to find out what they need. You’ll learn how to engage with different segments of your audience more effectively and your customers will appreciate the opportunity to be heard.
4. # of Posts: Post counts are another indicator of activity. Our data dashboards allow you to cut post data by segment type so you can see which customer segments are most engaged. You can also see how engaged your staff are being with your customer base. If your staff aren’t setting the tone for interactivity, then your customers won’t follow suit. Customers want to interact with your team and the more staff posts, DMs and group activity will translate into a more engaged audience.
5. Attributes: CampfireSocial is very unique in that we offer our clients the opportunity to customize the metadata that feeds into profile creation and search. You can track these attribute options (that your customers select during the profile creation process) to learn more about who they are, what they do, and what they care about. In turn, your Customer Success and Social Media/Content teams can create customized content that matches the makeup of your audience so that they feel more compelled to respond and participate.
Being able to track community and social data are critical components to building your brand community and supporting your customer base. Loyalty is key and the ability to drive it is available to you with CampfireSocial. We are here to help. Feel free to reach out with questions to email@example.com.
Meet the Author
Erica Bishaf is an award-winning global brand strategist (24 years), market research professional, and a 2X tech startup founder. Her startup experience includes CampfireSocial, the private community & marketplace platform, and Pet Gotcha Day!, the immersive video platform for animal shelters. In addition to her passion for startups, she has worked for consumer-packaged goods companies such as Kraft, Nestle, Kimberly-Clark, the Illinois Lottery, and MillerCoors in a variety of roles encompassing global product innovation, package redesign, brand equity, shopper & retail insights, and strategic planning. In 2015, Erica started her own consultancy where she led projects for startups, growth stage companies, Fortune 500, trade & professional associations, top 10 trade shows, and private equity firms that focused on building brand & communication strategies, strategic planning & workshop design, innovation, segmentation identification, UX/UI design, consumer journeys, A&U work, uncovering shopping & retail touchpoints, and more. Erica has also built teams from the ground up for three organizations. She enjoys bringing an entrepreneurial lens to her work to identify new opportunities for growth and using quantitative and qualitative methodologies plus financial data to accomplish her clients' goals. Her clients have said that 'Erica is a keen observer of human behavior who can translate observations into action and one who spurs others to better thinking and better results.' Erica can be reached at firstname.lastname@example.org.