I recently discussed the importance of getting Voice of the Customer (VOC) feedback and common methods, such as surveys, to understand customer perceptions and expectations across different touch points. To be effective and acquire actionable insights, questions must be designed with best practices applied. I also recommend a “test & learn” approach.
Writing and launching surveys has become a science and an art. I have seen cases where surveys have gone wrong because of undefined goals or wrong objectives. For example, if you consider the Net Promoter (NPS) question, you would not survey customers for the sole purpose of knowing IF they would recommend a company or its products. Instead, you should focus on understanding the reasons WHY customers would or would not refer. Also, you want to avoid asking leading questions that influence responder opinions, otherwise, you will not obtain “voice of the customer” feedback that is authentic and useful. While these are obvious tips, some things are not so clear like how much does survey question order matter?
http://customerthink.com/nps-survey-question-should-it-be-first-or-last/
Customer experience is critical to the success of any organization. As the 2018 KPMG Customer Experience Excellence report states, organizations that fail to meet customer experience (CX) expectations “rarely get a second chance.”
Yet KPMG and other consulting firms report that customer expectations for CX are rising faster than companies’ efforts to meet those expectations, so it is important for companies to be able to gauge the success of their CX efforts. To do that, they need metrics, and some metrics are better indicators of CX success than others.
Here’s a look at what marketers say are the top five CX metrics.
https://www.cmswire.com/customer-experience/customer-experience-measurement-back-to-basics/
The Net Promoter Score (NPS) measures how customers feel about a company, brand, product or service. The initial research in 2003 that led to the NPS metric asked customers a series of questions designed to elicit their feelings about the company. The researchers, Fred Reichheld of Bain & Company in collaboration with the company Satmetri, wanted to find a question that would correlate with real-world customer behaviors. For instance, for a company to grow, it needs customers who recommend the company to others; customers who become repeat buyers; customers who don’t constantly shop around for the best price. The researchers tested many questions with customers, trying to find the one question that would identify those most desirable and engaged customers.
https://www.business2community.com/customer-experience/how-important-is-it-to-measure-your-net-promoter-score-nps-02115530/
Developed by Fred Reichheld at Bain & Company, the Net Promoter Score (NPS) is a customer loyalty metric that measures customer satisfaction using an index that ranges from -100 to 100. Customers are asked one question – if they’d recommend the company to a friend – and then asked to respond using a scale from zero to 10, with zero being “not likely” and 10 being “extremely likely”. Customers are then organised into three categories as detractors, passives or promoters, based on their responses.
https://www.cio.co.nz/article/643948/what-net-promoter-score-nps-guide-cios/
It’s already well established that if your business relies on consumers, you need to be surveying them to ensure they are happy and will return… often! Satisfaction Surveys enable you to tap into your greatest source of learning: your current customers. Not only will you find out what your customers think of you, you will discover how to make them loyal, increase sales, and how likely they are to recommend you via the Net Promoter Score.
We understand that some clients are wary to start a Customer Satisfaction Program because they are concerned the submission rate will be low and, therefore, neither reliable nor actionable. So, how do you boost your Customer Satisfaction survey responses?
https://abovebenchmark.com.au/customerexperience/
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