Attention spans are fleeting. You also don’t want to burden customers, which can decrease your response rate. Make it something that can be easily answered in 5 minutes – which means about 10 questions.
Leverage your existing relationship to engage customers in completing the survey. Business logos and high-quality graphics and copy increases trust and willingness to offer meaningful feedback.
Each question needs a reason for being on your survey. We find that a blend of open-ended and rating-scale questions makes it easy for customers – and gives you a good mix of input.
The net promoter score uses one question to measure customer loyalty: “How likely is it that you would recommend our organization to a friend or colleague?” It’s a simple, quantifiable, standardized way to benchmark the likelihood of referral.
As you review your survey results, beware of the natural human bias towards what we want to believe. Celebrate praise for your company, but don’t rest on your laurels. And take care not to dismiss negative responses as “those clients no one can please.” Look deeply to improve for the future.
It correlates with business growth
The net promoter score has some weight to it – pun intended! Studies by the Harvard Business Review and Satmetrix show that companies across many industries have higher income when they improve their net promoter scores.
It’s easy to build into your survey
Calculate your net promoter score with the answer to this key question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?
Answers are grouped as follows:
Subtracting the percentage of Detractors from the percentage of Promoters yields the net promoter score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).
When it comes to customer satisfaction, knowing is better than guessing. Tap into what your customers are thinking with a well-designed survey.