March 19, 2015

Measuring Customer Enthusiasm: You Just Need To Ask The Right Question

Author : Stephanie Harris

NPS Score

Our Net Promoter Score is 67, Amazon’s is 64, and Apple’s is 72. The Net Promoter Score (or NPS) is a customer service metric derived from asking customers a very simple question: How likely are you to recommend us to someone? A score of -100 would mean everyone hates what you’re doing, and a score of +100 means everyone loves what you’re doing (and wouldn’t that be nice?). In reality, a score of 50 or higher is considered excellent, which is why I tout my company’s as a badge of pride. We’re all into big data these days, but here’s a deceptively small piece of information that will give you big bang for your buck. Read on for the insights I glean from it…

The Math

Ask your customers, on a scale of 1 – 10, how likely they are to recommend you to others. If a customer gives you a 9 or a 10, that makes them a promoter, a loyal enthusiast. Scores of 0 – 6 are detractors – these are your unhappy customers, whether they outwardly tell you they are unhappy or not. As for the people in the middle, your 7s and 8s, they are considered passives. They don’t count here in the formula, though they certainly count for what you can learn from them. From surveying your customers on this one seemingly simple question, you can derive the NPS score – subtract your percent of detractors from your percent of promoters and there you have it.

Your Promoters

Ok, so these are the guys that make it all look easy. In your customer base, these are the people who give you referrals repeatedly, tell colleagues and friends about you, and make you feel like you’re doing everything right. And maybe you didn’t even know this about them. You still have a lot to learn from the guys who score you 9s and 10s. Perhaps the high score is a surprise – they don’t seem as engaged as you’d figure an enthusiast would be, or you weren’t pulling out all the stops for these customers. That’s definitely something to look at. When you follow up with them (and it’s best practice in my experience to do so), you’ll be able to find out what exactly you’re doing that makes them so likely to tell others about your business, because if they were a surprise promoter, you’re likely placing value in the wrong things. And what of the promoters you were already counting on? Regularly seeing these loyal cheerleaders in the promoter rank gives you an idea of your true core base – are there trends into the types of customer they are (volume, vertical, demographic, etc.), what they value in your offering, who they interact with day-to-day? These are important insights upon which you can continue to build your success and customer retention.

Your Passives

This is an interesting set of the customer base. You might think a score of a 7 or an 8 is pretty good, and it’s not “bad”, that’s true. But it doesn’t boost your NPS score, and for good reason. They’re not enthusiastic, and they’re not unhappy, but this set is the one you have to work to nudge in your favor. What more could you be doing to increase their commitment to you and their feelings about you? Because clearly whatever you are currently doing is not resonating loudly enough with them.Again, who do they interact with most regularly, are there other similarities, do they receive the same attention and level of service as your promoters? Do they share any similar backgrounds? When you speak to your passives, work to uncover what is keeping them from giving you that 9 or 10 – this is where the real gold lies.

Your Detractors

This is a scary bunch. If a customer has rated you anywhere from 0 – 6, they are not thrilled with you. Maybe a 5 or 6 sounds fair to you – but from doing this many, many, times I can tell you the exercise does not lie. These guys will all give you the greatest churn rate, and they will often be a surprise. You might think “wow – I thought things were going well with this customer. They seemed happy, or at least never expressed dissatisfaction.” Or, “huh – I’m surprised by how many detractors I have when I’ve just launched this great new line of inventory.” What does this tell you? If you’re surprised by who your detractors are or how many detractors you have (which does pull the NPS score down), you are turning people off in a big way. Learning what is repelling that customer base will not only tell you where your true weaknesses lie (known or otherwise), but it will also force you to look at the hard questions. Perhaps you’re uncomfortably outside your area of expertise with this base, or there’s a department or function within your organization not operating as it should. And what if you get the same detractors over and over? You’re not doing enough to address the dissatisfaction and they will eventually leave. Work to uncover these answers and you could reduce churn, increase stability, and save yourself a lot of headache. Uncovering the source of this segment’s dissatisfaction could give you the wake up call that saves your business.

Your Overall Score

When you put this all together, what does it mean? Looking at the NPS score over time, you can trend your score against major milestones (and issues) in your organization’s history. We at Schaaf-PartnerCentric regularly measure our NPS and whether it’s improved, declined, or remained stagnant. Why do we do this? We want a snapshot of ourselves in time, to compare to the other snapshots we’ve taken, allowing us to look back at this album to see how we’ve grown, how we’ve changed, and how we’ve gotten better or worse in our customers’ eyes. It tells us whether our customers as a whole are becoming more or less committed to us, and more or less satisfied with our service. You gain clarity on a list of questions to ask yourself about your business: what might have affected my score, what were the positive indicators, the negatives? Perhaps most importantly, is their confidence in our direction increasing, enough to risk their own reputation by telling others to do business with us? Are you on the right path or do you need a course correction? The customer is always right, and they will tell you. You just have to ask the right question.

This article first appeared in LinkedIn on March 10, 2015.




March 10, 2015

Join the iCracked Affiliate Program today!

Author : Hansi Holzhammer

icracked

We are happy to announce that the Schaaf-PartnerCentric is now managing the iCracked Affiliate Program.

iCracked is the largest on-demand mobile repair company in the world. They offer a simple, convenient way to repair or trade-in iPhones, iPads, iPods, and Samsung devices. Hundreds of thousands of customers have used iCracked’s products & services to fix their mobile devices or trade them in for cash. Customers love iCracked for repairs and trade-in’s because all the Apple product repair services are covered by a lifetime guarantee and customers receive high quality service without going anywhere–iCracked comes to them!

To learn more and join the iCracked affiliate program click here.

The iCracked affiliate program is being managed by Affiliate Program Manager, Julie Stepkowski.

If you’re interested in determining how Schaaf-PartnerCentric might help your affiliate program, please request a consultation.





March 06, 2015

Annual SXSW Affiliate Marketing Happy Hour Announced!

Author : Jessica Griffin

Schaaf-PartnerCentric is pleased to announce two exciting events in March:

SXSW Affiliate Marketing Happy Hour

Join MarketingClique, Schaaf-PartnerCentric, coreOPM, & WeMoveWP for an open bar happy hour at the start of SXSW. No badge required. All affiliate marketers welcome!

Where: The Dogwood at 715 W 6th St, Austin, TX 78701

When: Friday, March 13 from 5p – 8p

RSVP here. The password is AffMarkparty2015

Meet The Team Happy Hour

The entire Schaaf-PartnerCentric team is converging in Austin for a four-day long company retreat. On Tuesday, March 24, we’ll be pulling away from our company chats for a night on the town in Austin, Texas. And we’d like for you to come! Join us for poolside drinks and appetizers at a private party at The W pool patio.

Where: The W Residences, Poolside at 200 Lavaca Street, Austin, Texas, 78701

When: Tuesday, March 24 from 6:30p – 9p

Email to RSVP.




March 02, 2015

The Affiliate Overlap (or Lack of) in Retail and Lead Programs

Author : Adrienne Erreca

lead affiliate program recruitment

The affiliate space is always changing, morphing. Affiliates rise and fall based on personal goals, affiliate program tracking, Google algorithm changes, among a slew of other reasons. Our goal at Schaaf-PartnerCentric is to grow and develop as the marketplace does. As a company, we’re able to leverage a vast amount of personal experience, couple it with a significant amount of data, and draw some interesting conclusions that help us gain clarity into the space. This clarity drives our affiliate program management strategies.

At any given time, we manage about 1/3 lead-based affiliate programs, and about 2/3 retail-based affiliate programs. Lead programs require a different strategy, carry with it different concerns, and overall perform in a manner different than a retail affiliate program.

In analyzing affiliate program performance metrics for a portfolio of 75+ affiliate programs, we found only a 6% overlap in the affiliates who drive sales for a retail-based affiliate program versus a lead-based affiliate program.

lead affiliate recruitment

This 6% of affiliates makee up 84% of retail affiliate program sales volume — yet this same segment of publishers only accounts for 32% of non-retail affiliate volume.

lead affiliate program recruitment

 

 

 

 

 

 

 

 

This insight indicates that an affiliate recruitment strategy for a non-retail affiliate program has to be approached differently. If you, or your affiliate program management agency, are focused on the same “meat and potatoes” of  traditional retail recruitment, your lead program could be under-performing, at about a third of its potential.

If you’re interested in learning more about top performing affiliates, download our list of Top 15 Affiliates to Watch in 2015.  
Top 15 Affiliates List