What’s the optimal NPS score to prompt for a review?

In today’s digital landscape, customer reviews are invaluable social proof, influencing purchasing decisions and building brand trust. But knowing when to ask for a review can be a delicate art. Sending a request at the wrong time or to the wrong customer can backfire. This is where the Net Promoter Score (NPS) comes in handy, offering a powerful indicator of customer sentiment and a guide for optimal review solicitation.

Understanding NPS Categories

First, a quick refresher on NPS. Customers are asked one simple question: “On a scale of 0-10, how likely are you to recommend [Company/Product/Service] to a friend or colleague?” Based on their answer, they are categorized into three groups:

• Promoters (9-10): These are your loyal enthusiasts who will continue to buy and refer others, fueling growth.
• Passives (7-8): Satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
• Detractors (0-6): Unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

The Obvious Choice: Promoters (NPS 9-10)

When it comes to prompting for a review, Promoters are your golden ticket. These customers have explicitly stated their high satisfaction and willingness to recommend your brand. They are not just satisfied; they are enthusiastic. Prompting a Promoter for a review is not an imposition; it’s an opportunity for them to share their positive experience and act as an advocate.

They are the most likely group to provide detailed, positive, and authentic reviews across various platforms, significantly boosting your online reputation. Their feedback is a powerful endorsement that resonates strongly with potential customers.

The Tricky Territory: Passives (NPS 7-8)

While Passives are generally satisfied, they lack the strong emotional connection of Promoters. Asking a Passive for a public review immediately after an NPS survey might yield a lukewarm or generic response, or they might simply ignore the request. Their feedback is valuable, but perhaps not for public consumption initially.

Instead of directly asking Passives for a public review, consider a different approach: solicit private feedback. Ask them what could have made their experience a ’10.’ This provides you with actionable insights to improve their experience and potentially convert them into Promoters. Once they’ve become Promoters, then you can confidently ask for a review.

Avert Disaster: Detractors (NPS 0-6)

It goes without saying: never ask a Detractor for a public review. Their low score indicates dissatisfaction, and prompting them for a review will almost certainly result in negative feedback that could harm your brand. For Detractors, the priority is service recovery.

Instead, focus on understanding their pain points, apologizing for their experience, and offering solutions. Follow up internally to address their concerns. The goal here is to mitigate damage and, if possible, win them back, not to amplify their negative experience publicly.

Beyond the Score: The ‘Optimal Moment’

While an NPS score of 9 or 10 is the primary filter, the timing of the request is also crucial. The optimal moment to prompt a Promoter for a review is typically:

• Immediately after a positive interaction: A successful product delivery, a problem solved by customer service, or the completion of a key milestone.
• Post-purchase/usage: After they’ve had sufficient time to experience the product or service and realize its value.
• At a peak emotional moment: When they’ve just achieved a goal using your product or service, or received exceptional value.

Combining a high NPS score with a recent positive experience significantly increases the likelihood of receiving a positive and detailed review.

Crafting Your Review Solicitation Strategy

Once you’ve identified your Promoters and the optimal moment, craft a polite and direct request. Make it easy for them to leave a review by providing direct links to your preferred review platforms (Google My Business, Yelp, Trustpilot, etc.). Personalize the request where possible, referencing their positive feedback or a recent interaction.

Automate this process if your CRM or NPS software allows, ensuring consistency and timeliness. Remember, the easier and more convenient you make it, the higher your conversion rate for reviews will be.

Conclusion

The optimal NPS score to prompt for a review is unequivocally a 9 or 10 (Promoter). These are your most satisfied and loyal customers, eager to share their positive experiences. While Passives (7-8) hold potential, they are better suited for private feedback to drive improvements, and Detractors (0-6) should never be asked for public reviews. By strategically combining a high NPS score with impeccable timing, businesses can effectively harness the power of customer advocacy to build a robust and positive online reputation.