This SOP increases retention

This is directly from my SOP vault. Make sure you copy and paste it. 

Next week I’m going to show you how to take this and 10x its value by combining it into a full LTV driving system. 

I’m Nick Avaria, agency owner, and founder of Agency Acquisitions. Every week I share a client story, insights, and tips into scaling your agency faster. For exclusive video content, make sure you hit Subscribe on my YouTube channel.

Net Promoter Score SOP

 Frequency:

• For new clients: Each month for the first 3 months

• After each quarterly meeting

• After each major project (Criteria tbd)

 NPS Questions:

• Question 1 - How likely is it that you would recommend us to a friend or colleague? [Scale of 1-10 with all the numbers visible]

• Question 2 – What are the primary reasons for the score you gave us? [Short answer textbox]

• (Optional) Question 3 – Is there anything specific we can do to improve your experience? [Short answer textbox]

• Question 4 – A way for them to identify themselves

 Software: 

• Any kind of current email system works if it can make a survey (let me know if none are currently in use)

 Scores and what they mean:

• Promoters – respond with a score of 9 or 10 – Loyal and enthusiastic customers that, if prompted, will give you referrals or testimonials.

• Passives – respond with a score of 7 or 8 - They are satisfied with your service but are considered neutral.

• Detractors – respond with a score between 0 and 6 - These are unhappy customers who are unlikely to buy from you again or continue to buy and may even discourage others from buying from you.

• NPS = % Promoters - % Detractors

Roles & Responsibilities:

CAM (Client Account Manager):

• CAM’s objective is to achieve a NPS score of 45+

• Drive urgency to complete NPS score

• High volume of non-respondents signals disengaged clients

• Put NPS score in OPP (One Page Plan)

AD (Account Director or equivalent)

• Follow up with all Detractors (score of 6 or less)

• Follow up with high-potential Passives (score of 7 or 8)

• On CAM request, help upsell or get referral from Promoters (score of 9 or 10)

SOP:

Promoters (9 or 10):

• Within 2 business days of a score of 9 or 10, CAM reaches out via call to thank the client and asks for a referral or testimonial.

• As part of preparation for the next monthly meeting ideas are put together for potential upsells.

  • AD is consulted as needed on upsells.

• CAM follows up with the client to ask what aspects stand out and what they find valuable about our service so that we can emphasize these things in other accounts.

  • Amend other SOPs as needed based on feedback.

  • Find the underlying causes of successes and failures and documents them to share with the leadership team.

Ask for the following in this order, pausing to let the client fully answer between each question:

1. Is there anyone that you could refer us to who could use our help? 

   1. If they say no, can you introduce us to anyone we should get to know in the long term?

2. Can we do a video testimonial? If yes, do it on the spot so have your standard questions prepared:

• What was most valuable?

• Would you recommend us?

• What were the results?

• How did we do versus expectations?

• Ask follow-up questions on the above where possible.

3. Pitch an upsell to them – use information inside of the 1-page plan. Or tell them you have ideas to share in the next meeting.   

 Detractors (between 0 and 6):

• AM sets up a call between AD and the client within 1-2 business days.

• AD deep dives and asks questions to determine why value is not being felt by the client.

  • At the end of the meeting with the client AD books another call 4 weeks from today’s date to ensure action steps to improve value are having their intended effect

  • Find the underlying causes of successes and failures and documents them to share with the leadership team.

• AD follows up with AM and an action item list is made on how to salvage the client and improve the score for next time.

• AM puts the action items list into OPP.

 Passives (7 or 8):

• CAM sets up a call between AD and the client within 2 weeks with passives.

  • Follow the same procedure as Detractors.

 What to do with the scores:

• Put NPS scores in the Client results dashboard as they come in.

• All other qualitative feedback is to be reviewed by the head of accounts department and reported in leadership team meetings for discussion. 

Ready to implement the full lifetime value model? Stay tuned for next week’s email. 

Nick