There are several ways to evaluate your customers’ attitudes toward your brand, including Net Promoter Score surveys and reputation score analysis.
While there are different ways to evaluate how customers perceive your brand, some metrics and methods are much more valuable than others when it comes to building your brand, improving your reputation, and capturing more reviews.
This article will take a look at:
- What a Net Promoter Score is and whether you need to capture NPS data
- What a reputation score is and whether or not you need one
- How focusing on getting more reviews and monitoring review metrics is a better way to build your brand reputation
What is a Net Promoter Score (NPS)?
Net Promoter Score (NPS) is a management tool success teams use to evaluate customer success.
A Net Promoter Score survey question would ask, “how likely would you be to refer a friend or family member to a brand based on your recent experience?”
For example, I recently received the following NPS survey from a brand I like, Hello Fresh.
As you can see in the example from HelloFresh, in a Net Promoter Score survey, the customer answers the question on a scale from 0-10, with a 0 meaning they wouldn’t recommend the brand at all and a 10 indicating they would absolutely recommend the brand.
Customers that rate your brand a 9-10 are called promoters. These are the customers that love your brand and may even recommend it to friends and family. They are also good targets for your customer success team to reach out to and ask for a positive review.
Customers that rate your brand a 7-8 are called passives, and they are left out of the overall Net Promoter Score calculation.
Customers that rate your brand a 0-6 are called detractors. These customers have had a bad experience and it’s smart to reach out to them to solve problems.
Do I need to find out my overall Net Promoter Score to get more reviews?
While a Net Promoter Score is a great tool for customer service teams to determine customer happiness levels, a Net Promoter Score, in and of itself, won’t help you get more reviews.
For example, I personally rated HelloFresh a 10, since I love the company. However, I was shocked that I didn’t receive a follow-up call or email from the company asking me for a positive review.
A Net Promoter Score survey is a solid tool to gauge customer happiness levels but to get the full benefit, you must also hire a full-service review team to reach out to promoters and ask for reviews.
What is a reputation score?
If you’ve been looking into finding ways to improve your online reputation, you may have also heard of a reputation score.
A reputation score is a metric used by some reputation management companies to rank the quality of your digital footprint across the internet.
In other words, a reputation score takes into account things like positive and negative Google reviews, social profiles, articles and blogs about your company, company public records, images and videos of your brand online, and more.
One important thing to remember about a reputation score is it’s not a standard metric like Net Promoter Score. Different companies will use different criteria and various online assets to come up with a subjective score.
Do I need to invest in finding out my reputation score?
A reputation score is one way to measure brand perception. However, just like the Net Promoter Score, it won’t help you focus on capturing more reviews and won’t provide the team you need to reach out to customers.
There’s a better solution: focus on customer reviews!
The best way to find out what customers think about your brand is to focus on capturing customer reviews.
Not only do online reviews explicitly tell you what customers think about your brand, but they also help you in the following ways:
- Build authority. Nearly 95% of customers read reviews before making a purchase. This means if you want customers to take your brand seriously, you need more honest reviews.
- Build trust. Customers require a business to have at least 40 online reviews before they believe its average star rating. The more reviews you have, the more consumers will trust your brand.
- Increase customer loyalty. Stats show that people spend around 49% more money at businesses that respond to their customer reviews.
- Impacts customer retention. When customers spend more and show repeated loyalty, it positively affects sales. In fact, increasing customer retention by just 5% boosts profits by 25% to 95%.
- Boost sales. The biggest advantage of increased online reviews is more sales revenue. Reports show that 92% of B2B buyers are more likely to purchase after reading a trusted review.
Building a strong online reputation isn’t only about understanding how customers perceive your brand. It’s also about gathering the right data that will help you reach out to customers, engage with customers, respond to customers, and elicit positive reviews from customers.
For this, you need help from a full-service review software that captures the right data and has a proactive team responding to what the data is telling you.
How to understand and manage your ongoing reviews
Now that you know how critical online reviews are to your online reputation, let’s take a quick look at some of the best metrics that full-service review software companies use to determine how your company is performing online:
Quality metrics that show you how your company is performing online are all specifically related to your online reviews. These metrics include:
- Number of platforms with reviews
- Reviews by location
- Rating distribution (stars)
- Average rating by site
- Total reviews with response
- Total reviews without a response
- And more!
Each of these metrics provides insight into how customers review your company online. Armed with this data, full-service review team members can effectively reach out to customers and capture more reviews and address any potential problems.
Skip NPS and review scores — A full-service review management company is a better solution!
For more information about our top full-service review management company, book a demo of Let Us Respond today!