A customer satisfaction survey and an NPS (Net Promoter Score) survey are both tools used to measure customer satisfaction, but they have some key differences. We discuss these, plus how often to send your surveys, how to avoid annoying customers with them and what to do after you receive your results.
Customer Satisfaction Survey
A customer satisfaction survey typically includes a variety of multiple-choice questions or open-ended questions that ask customers to rate their satisfaction with different aspects of a company’s products or services. These questions may cover topics such as product quality, customer service, and overall experience. These surveys allow companies to gather detailed information on specific areas where they may be excelling or falling short, and can be used to identify specific issues that need to be addressed.
Net Promoter Score (NPS)
Net Promoter Score (NPS) surveys are a widely-used customer satisfaction measurement tool that companies use to gauge the loyalty and likelihood of customers to recommend their products or services to others.
The NPS survey typically consists of a single question: “On a scale of 0-10, how likely are you to recommend [Company X] to a friend or colleague?” Respondents are then classified as either Promoters (9-10), Passives (7-8), or Detractors (0-6).
The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. A positive NPS score indicates that a company has more Promoters than Detractors, while a negative score indicates the opposite.
One of the key benefits of NPS surveys is their simplicity. By asking a single question, companies can quickly and easily gather valuable feedback from their customers. Additionally, NPS surveys can be used to track customer satisfaction over time, allowing companies to identify and address any areas where they may be falling short.
However, it’s important to remember that NPS surveys are not a perfect measure of customer satisfaction. They only provide a snapshot of how customers feel at a specific point in time and do not consider specific issues or concerns that customers may have. Additionally, NPS scores can vary greatly depending on the industry and company, so it is important to benchmark against industry averages and track performance over time. It is also important to remember that they are not a standalone solution. They should be used in conjunction with other customer feedback methods, such as interviews and focus groups, to gain a more complete understanding of customer needs and pain points.
Could you incorporate both?
Absolutely! A lot of companies include NPS in their customer satisfaction survey, with the aim of getting an overall picture of the customer satisfaction level with the company.
How often should you send a customer satisfaction and/or an NPS survey?
The frequency at which you send a customer satisfaction survey or an NPS survey will depend on your specific goals and needs. Surveys can be sent out on a regular basis, such as quarterly or annually, to track overall customer loyalty and likelihood of recommendations over time. Additionally, it may be helpful to send out a survey after a significant event, such as the launch of a new product or service, or after making changes to an existing product or service, to gauge the impact of these changes on customer loyalty.
It’s important to have a clear strategy for when and how often you will send out customer satisfaction and NPS surveys and be consistent with your timing. This will help ensure that you are gathering feedback at the right intervals to track performance and make data-driven decisions to improve the customer experience.
Will I risk annoying customers by sending them a customer satisfaction survey?
Sending a customer satisfaction survey can be a valuable tool for gathering feedback and improving the customer experience, but it’s important to consider the timing and frequency of the surveys to avoid annoying customers. Here are a few ways to mitigate the risk of annoying customers with customer satisfaction surveys:
Timing is key
Make sure to send the survey at a time when it’s most convenient for the customer. For example, avoid sending the survey immediately after a customer has made a purchase or during a busy time of the year.
Be selective
Only send the survey to customers who have recently interacted with your company. For example, send the survey to customers who have recently made a purchase or contacted customer service.
Keep it short and sweet
Keep the survey short and to the point. Customers are more likely to complete a survey if it takes only a few minutes to complete.
Be clear about the purpose
Make sure to explain the purpose of the survey and how the feedback will be used. This can help increase the likelihood that customers will complete the survey.
Show your appreciation
Show customers that you appreciate their feedback by offering incentives such as discounts or vouchers for completing the survey.
Limit the frequency
Limit the frequency of the survey and make sure not to send them too often. A good rule of thumb is to send the survey once or twice a year or after a significant event.
Be respectful
Respect customers who choose not to participate in the survey. Don’t pressure or harass them to complete the survey.
By following these guidelines, you can help ensure that customer satisfaction surveys are well-received and do not risk annoying customers. Remember to always act on the feedback and communicate the action taken to the customers as it demonstrates that you value their opinions and care about their satisfaction.
What should I do after I send out the survey?
Analyze the data
Review the survey results and analyse the data to identify patterns and trends. Look for areas where the sales process may be falling short and areas where it is excelling.
Communicate the results
Share the survey results with the sales team and other relevant departments, and use the insights gained to make improvements to the sales process.
Follow up
Follow up with customers who participated in the survey to let them know what changes have been made as a result of their feedback.
Repeat the process
Make sure to repeat the survey on a regular basis, such as annually, to track performance over time and ensure that improvements are being sustained.
It’s important to remember that customer feedback is an ongoing process, not a one-time event. By regularly gathering feedback and making data-driven decisions, your organisation can continuously improve your organisations processes and increase customer satisfaction.
