Passives – Deep-Insight

Some time ago, we posted a blog called Help! What do I do with my Stalkers and Opponents? It was about the actions that account teams need to take with clients where there are very poor relationships. This blog is about the accounts with the best, strongest and deepest relationships. We call these clients Ambassadors.

Let’s start with a quick recap of the five B2B client categories that we use at Deep-Insight:

Customer Relationship Quality – the Strongest Relationships

The most loyal clients are Ambassadors. They are your most valuable customers. Ambassadors have a unique relationship with you and will recommend you to others. They are also prepared to pay a premium for your products or services. Price is not an important consideration for them because of the quality of the relationship. Typically, a third of most company’s B2B clients are Ambassadors.

The next segment of clients are known as Rationals. They rate you positively but do not see anything unique in the relationship. Rationals will assess alternative sources of supply and the relationship can become unstable if good alternative offers exist. Typically, half of your B2B accounts fit into this category. Generally they are good clients albeit not as loyal as Ambassadors.

The Weakest Relationships

But wait! That doesn’t add up to 100%. What’s the story with the others? Well, the answer is that in all B2B client portfolios, there are accounts and individuals that don’t love you. We typically find that 10-20% of accounts have poorer relationships with you and fit into one of the following three categories:

Ambivalents often have a “love/hate” relationship with you. In some instances, they love the way you solve their problems but hate the way you treat them. More often, you are killing them with kindness but failing to solve their business issues.

Stalkers are often only interested in price. Sometimes they can be large corporate accounts looking for discounts. Other times, they are smaller accounts with high service requirements and view your offering as poor value for money.

Opponents have the poorest relationships with you. They are deeply dissatisfied and often highly frustrated by what they see as consistently poor service.

Are ‘Ambassadors’ the same thing as ‘Promoters’?

If you use Net Promoter Score (NPS) as a performance metric, you’ll recognise the terms Promoters, Passives and Detractors.

Promoters are people who score you 9/10 or 10/10 when asked the question “Would you recommend [Company X] to a friend or colleague?” Passives score you 7 or 8. Detractors score you anywhere between 0 and 6.

Ambassadors are similar but here are the two crucial differences: First, an Ambassador is a company rather than an individual. Second, to become an Ambassador you have to get a good Net Promoter Score AND a good Customer Relationship Quality (CRQ) score. CRQ is our methodology for assessing the quality of B2B relationships and it is based on Trust and Commitment as well as some other factors, rather than Advocacy which is what the NPS metric is based on.

Think of it this way. Suppose you ask 20 people in a Key Account what they think of their relationship with you and would they be prepared to recommend you and your product or service. If the client is an Ambassador, 12 of the 20 individuals might be Promoters, six might be Passives and two might be Detractors. The overall relationship is great but there are still a couple of individuals who will not recommend you.

What do I do with my Ambassadors

For starters, sales and account teams should remember the following three things when they have an Ambassador client:

1. Recognise their importance and don’t take them for granted

The very first thing is to recognise that Ambassadors are generally your most profitable clients, for a number of reasons:

– They are typically less price-sensitive because they see what you offer as being unique.
– Ambassadors are generally willing to pay a premium for such uniqueness.
– Sales costs are lower. Less effort is required to extend existing contracts or negotiate new ones.
– There is less firefighting. Putting out fires can be expensive. Even when things go wrong, it’s generally easier to resolve operational issues with Ambassadors.

Don’t rest on your laurels. Don’t treat Ambassadors as cash cows. Invest time into the relationship to keep it fresh and exciting. It’s easy to get diverted to more problematic accounts where the shouting is the loudest. In our previous blog we talked about poor client relationships that are unprofitable. Unless there is a clear path to recovery, it is often better to re-allocate those resources to Ambassador clients where there is greater potential.

2. Ask them to recommend you

Remember that a high proportion of individuals in an Ambassador client are Promoters so they have already told you that they will recommend you. So take them up on the offer. Ask them for referrals. Those referrals could be the MDs of other divisions in the same company. This is important – it’s easier to expand your footprint in an existing client than to gain ‘new logo’ clients. Referrals could also be senior executives in other companies. Ask for testimonials or for case studies.

Trustmary is a Finnish company that helps clients do exactly that, by using Net Promoter Score as the key metric for identifying Ambassadors for their clients. Once the Ambassadors have been identified, Trustmary acquires testimonials in written or video format from those individuals.

Don’t be afraid to ask Ambassadors to talk at your next industry event or to be a guest speaker at your next conference. They want to help you. So just do it.

3. Start innovating and co-creating

As the account manager for an Ambassador client, you are probably in the enviable position of being a Trusted Advisor. You have the ear of the key decision makers in that account and the opportunity to bring new ideas and propositions to the table. Use that opportunity. Think of possible joint developments that you can do in partnership with the client. As well as adding more value and revenues, your next product line or service could result from such innovation or co-creation.

How many Ambassadors do you have?

The starting point for these decisions is an accurate and objective view of which category each of your major accounts fits into. Once you know that, you can start asking the right questions and taking the appropriate action.

Contact us if you want to find out how many Ambassadors you have!

When will Liverpool win the Premiership?

It’s still January but Liverpool are already 16 points ahead of the chasing pack in the English Premier League. This been a phenomenal season for Jürgen Klopp’s team so far: 21 wins out of 22 games. No defeats. They even have a game in hand over their nearest rivals Manchester City and the club’s position look unassailable. So it might seem a little strange to claim that Liverpool’s NPS is -45%. Yes, that’s a Net Promoter Score of MINUS 45. It’s true. Sort of.

Liverpool have been English champions 18 times but have never won the Premiership. The last time they won was way back in 1990 when the old First Division had a lot more teams than it does today. Three decades on, the discussion is not around whether Liverpool can win the Premiership this season.

The question being posed is when? And with how many games to spare?

And yet, Liverpool’s NPS score is -45%.

Honestly, it really is Minus 45. Well, sort of.

Liverpool 2 – 0 Manchester United

Last weekend, Liverpool beat Manchester United 2-0 in a game that was far more one-sided that the final scoreline suggested.

Dave Hytner of the Guardian was in no doubt about the emphatic nature of the victory:

“This was a game in which Liverpool’s superiority was so pronounced for most of the first half and the early part of the second it would have been no surprise had they led by five or six. The intensity of their football coupled with the surgical nature of their incisions were enough to take the breath.”

Now here’s the interesting thing, and the central point of this blog.

Given the imperious nature of Liverpool’s victory over Manchester United, one might think the Guardian would give all the Liverpool players ratings of 9/10 or 10/10 for their performances. Absolutely not. In the UK – in fact, all across Northern Europe – we just don’t do that. It’s not in our nature. Our internal scoring mechanism doesn’t allow it. We are conditioned to reserve 10/10 ratings for performances in the Superhero category. Excellence just gets you 8/10.

So if we were to apply a Net Promoter Score-type rating to the Liverpool team after last weekend’s defeat of Manchester United, the Liverpool team would have received a NPS score of -45 according to John Brewin of the Guardian.

Liverpool Player Ratings

Here’s John Brewin’s full list of Liverpool player ratings:

Alisson: A watching brief for much of the first half, busier but never truly troubled in the second
6 (Remember that 6/10 is a ‘Detractor’ in NPS terminology)

Trent Alexander-Arnold: Prevented from getting forward as often as he likes to, usually by United’s split-striker tactics
6 (Detractor)

Joe Gomez: Another solid performance as the junior but now regular central defensive partner to Van Dijk
7 (7/10 and 8/10 are ‘Passive’ scores in NPS terminology)

Virgil van Dijk: Headed in an opener against the early run of play, and marshalled the backline in style
7 (Passive)

Andy Robertson: His usual influence was muted in the first half before normal service resumed after the break
6 (Detractor)

Alex Oxlade-Chamberlain: Something of a passenger in first half, his substitution was little surprise
5 (Detractor)

Jordan Henderson: His energy kept his team driving forward, hit the post early in the second half
8 (Passive)

Georginio Wijnaldum: Had a goal disallowed for offside and his darts from deep wreaked havoc on United
7 (Passive)

Mohamed Salah: Missed a golden chance in the 48th minute then broke United duck in added time
7 (Passive)

Roberto Firmino: Had a goal disallowed by VAR, and he is still yet to score a goal at Anfield this season
7 (Passive)

Sadio Mané: His best chance, just before half-time, was well saved by De Gea. Otherwise unusually quiet
6 (Detractor)

Liverpool’s NPS is -45%

The best ranking went to Jordan Henderson who only managed to get 8/10 from the Guardian correspondent. Even goal scorers Virgil van Dijk and Mo Salah could only manage a paltry 7 out of 10.

11 Players; None achieved a score consistent with a ‘Promoter’ ranking of 9 or 10s; Six Passives (scores of 7 or 8) ; Five Detractors (scores of 6 or below).

Net Promoter Score = % of Promoters (0%) less % of Detractors (45%), hence a Net Promoter Score of -45.

Cultural Differences from Country to Country

I have written before about how benchmarking needs to be conducted carefully when you compare scores from customers in different countries.

I have also written about how people in different countries are culturally programmed to score in particular ways. The most obvious example is that Americans are more prone to score more positively than Europeans if they receive a good service.

This is an important point to remember if you are running a Customer Experience (CX) programme across a global client base. An average NPS score for Northern European B2B customers is no higher than +10. For American customers, it’s more like +20 or +30, a score that would be seen as ‘excellent’ in a Northern European context.

So be careful when comparing NPS scores across different jurisdictions. If it helps, just remember that Liverpool’s NPS was -45% in a year where they ran away with the Premiership title!

UPDATE (2 February 2020)

I am happy to say that following their 4-0 demolition of Southampton yesterday, Liverpool’s NPS score has improved to -9 (MINUS 9).

Alisson – 7 (out of 10)
Trent Alexander-Arnold – 6
Joe Gomez – 6
Virgil van Dijk – 7
Andy Robertson – 7
Fabinho – 7
Jordan Henderson – 8
Georginio Wijnaldum – 6
Mohamed Salah – 9
Roberto Firmino – 8
Alex Oxlade-Chamberlain – 9 (Man of the Match)

What Do I do with my Ambassadors?