Article

Daniel Bakst
Daniel Bakst 30 January 2018

Combat Survey Fatigue By Implementing The NPS Survey System

A common occurrence for brands that implement a voice of customer survey system is a high rate of survey abandonment, ultimately leading to a lack of actionable information. If the goal truly is to obtain customer feedback, these surveys need to require as little customer effort as possible. One way to encourage higher survey completion rates is to use the Net Promoter Score system. Learn more about how this philosophy can impact the success of your voice of customer survey program.

Too often, brands rely on customers to speak out and voice their opinion as the primary method of learning about your existing brand perception. Voice of customer surveys can serve as an effective tool to gather these customer insights, but actually getting a significant percentage of customers to complete the survey from start-to-finish is a challenging task. Customer Thermometer completed their own survey of 1,000 people, and 67% of this group admitted to abandoning a survey before completion.[ Consumers are more sparing with their time online, and if your survey begins to feel taxing or too long, people will quickly exit out and move on to the next tab open on their internet browserCombat this fatigue by converting your survey philosophy closer towards the Net Promoter Score (NPS) system.

NPS surveys are a tool that can help encourage more survey completions by simplifying the questions and reducing the necessary effort to finish the survey. This approach is essentially looking to segment your consumer population into three categories, brand ambassadors, neutral patrons and brand detractors. It does so by asking the evaluator a simple yet telling question: “On a scale of 0-10, how likely are you to recommend our brand to your friends or family.” In practice, the numerical values provided by the respondent allows brands to categorize customers into the previously mentioned verticals, allowing the organization to craft different journeys depending on individual responses.

This question provides the first step in capturing the right customer data, because it can be followed up with more detailed questions focused around why a customer chose their NPS score. For example, brand ambassadors, or those that rated your brand a 9 or 10, can serve as a useful source of information to help break down specific aspects where you are succeeding. Almost half of the people Customer Thermometer surveyed claimed that they would be willing to provide feedback when asked, but only if it does not take too much time.[2] Rather than asking customers to complete an immersive and overly-complicated assessment, NPS surveys grant brands the information they desire in a much easier-to-digest package for the customer.

One of the best Customer Experience optimization practices used in tandem with NPS survey initiatives is closing the loop on negative feedback. This is when brands will have specific teams dedicated to reaching out to customers that have had a poor experience in an effort to fully understand what happened and how to improve it. By quickly categorizing customers as ambassadors, neutral or detractors, your brand can more efficiently and effectively provide the proper service to each individual customer based on their feedback, resulting in more knowledge regarding the status of your Customer Experience, and a higher percentage of satisfied customers.

Typically, people will not be willing to spend more than five or ten minutes to provide feedback to a brand. However, this information provided by customers can be essential to maintaining competitive customer retention rates. Too often, organizations will create overly complicated surveys in an effort to capture as much data as possible. As a result, consumers are less willing to start a survey, and those that do have a much lower chance of actually completing them. Instead, adopting an NPS philosophy will improve your organization’s survey completion rates by simplifying the process and reducing the effort that customers need to exert. Simply acquiring information via NPS surveys is not a guaranteed solution for creating a successful Customer Experience program, but when implemented, analyzed and responded to correctly, it can serve as an extremely useful tool.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Five Ways to Gain Maximum Return on Your Videos

Five Ways to Gain Maximum Return on Your Videos

Without question, our collective appetite for video is fuelling more video-centric experiences online. Video’s ability to impart both emotional and practical information makes it a win-win for brands and consumers...

Juli Greenwood
Juli Greenwood 2 July 2024
Read more
Get Your Ad Strategy in Shape For a Summer of Sport

Get Your Ad Strategy in Shape For a Summer of Sport

From the UEFA European Football Championship to the Paris Olympics, UK media companies and advertisers are limbering up for a super summer of sport. Below, we share three tips to get both on the podium this season...

Sarah Whitfield
Sarah Whitfield 13 June 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more