The Recipe for Creating Promoters
The Promoter Creation Recipe has three key ingredients.
Products
Obviously, you cannot hope that a customer will recommend your products or services to someone else if you do not have a product or service that at is worth recommending. In order to create Promoters, a company must first make sure that their products are defect-free and that they truly meet the customer’s needs or desires.
Processes
While products are critical, the processes and systems that an organization implements so that those products are produced, delivered and serviced are also extremely important. Companies that measure Promoter Creation are, justifiably, always looking for ways to improve their processes, gain efficiencies and understand how they can deliver more quickly and effectively.
People
However, while a company’s products and processes are certainly critical contributors to building Promoters, creating a Promoter is also directly tied to how a company’s Customer Interaction Employees (CIE) relate with customers during any touchpoint opportunities. Whether in a business to business environment or a business to consumer environment, whether the touchpoint takes place on the phone, in a retail environment, or in the customer’s home, an employees ability to engage the customer is a critical moment for the company to make a lasting impression, either positive or negative. In reality, these touchpoints between your employee and your customer, can determine whether or not the customer moves to Promoter, Passive or Detractor status. In fact, we can confidently make the statement that unless a customer is engaged they will never become a true Promoter.