But there exists within all customer bases a silent majority; it’s those customers who go on a journey with a brand but avoid common key touchpoints during that journey. Consider:
- The disgruntled mobile phone user who doesn’t call up to complain about his first bill.
- The broadband customer, a month from contract renewal, quietly content with his current provider and willing to actively recommend and do further business with the brand, given the opportunity.
- The disgruntled bill payer could be offered a sweetener.
- The broadband customer could be converted from a notional promoter to an active promoter with a ‘recommend-a-friend’ programme.
And it’s not just the cost-saving and revenue-generating potential of life cycle feedback that helps our clients generate ROI. It’s a better understanding of brand NPS. By collating the touchpoint engagers with the silent majority, it is possible to build up a much more complete picture of exactly what your customers think of you.
And it’s only when you understand your customers that you can begin to maximise your potential in the marketplace.
For more info on Fizzback visit www.fizzback.com