Your NPS promoter review strategy needs an update

No dark-mode styles — this email renders the same in a dark client.

When was the last time you asked only your happiest customers for a review?

For years, that was the standard playbook in SaaS. Run an NPS survey, email the promoters, sweeten it with a gift card. Done.

Here's the problem. Buyers barely visit G2 or Capterra directly anymore. They ask ChatGPT or Perplexity things like "What are the downsides of this tool for a 20-person agency?" and the AI pulls from dozens of reviews at once.

And AI defaults to consensus. If your reviews are all five stars and three sentences long, there's nothing for it to work with. The buyer gets a vague answer, or worse, a competitor's more detailed one.

So here's what to do instead:

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Ask everyone, not just promoters. Send the request to every NPS respondent. In B2B, people rarely trash vendors publicly, so the "flood of negativity" most founders fear never shows up.

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Ask for specifics. Prompt customers to mention their use case, industry and team size. Detail is what AI cites when buyers ask niche questions.

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Invite honest downsides. Buyers hunt for shortcomings anyway. A critical point inside an otherwise positive review builds more trust than perfect praise.

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Match your own pages to your reviews. Your pricing page, case studies and docs should tell the same story your reviews do. AI cross-checks them.

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Don't chase only G2. Trustpilot and PeerSpot get cited too, and they're often easier to work with.

One more thing. If you offer an incentive, reward people for their time, not for a five-star rating.

Do those five things and you'll shape what AI says about you, not just how many stars you have.

The full breakdown, including advice from the CEO of PeerSpot and the founder of Reviewflowz, is here. (https://www.crazyegg.com/blog/review-generation-strategy/?utm_source=hs_email&utm_medium=email&utm_content=441874154&_hsenc=p2ANqtz-80SDQj1AO6ZrlD3bjz_FuoYekWccsPoBGMgk-mdmVVtTS7PgNWYbosECrKcFpeCN7C15MGABdGdpBSavVYxVymw5L-CnzZLsOlWrEUY4o5jJK7-8TuGAVxIwLJ3pi_PohmfkxP&_hsmi=441874154 )

Hiten

P.S. The Reddit thread is here. (https://www.reddit.com/r/crazyegg/comments/1wu9p5t/the_saas_review_game_has_changed/?utm_source=hs_email&utm_medium=email&utm_content=441874154&_hsenc=p2ANqtz-80SDQj1AO6ZrlD3bjz_FuoYekWccsPoBGMgk-mdmVVtTS7PgNWYbosECrKcFpeCN7C15MGABdGdpBSavVYxVymw5L-CnzZLsOlWrEUY4o5jJK7-8TuGAVxIwLJ3pi_PohmfkxP&_hsmi=441874154 )

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30 September 2026 · 16:00 UTC