What do we want from promoters?

Promoters are long-term customers, but they’re much more than that. You can rely on promoters for word-of-mouth marketing. They’ll be the ones most likely to tell their friends and family about your product and recommend it to them.

They’re also very useful for your marketing team, engaging with your content and getting involved in user-generated content strategies. They can also be more easily incentivised by referral schemes, and they will be more willing to leave you with constructive feedback in surveys.

• Carry out a survey of your existing customers, asking them to rate your product out of 10.
• Split them up into three groups, depending on where they fall on the scale.
• Detractors: Scoring 1–6, these customers either actively dislike or have some significant is...