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Comparison. Suggestions. Validation
NPSI M P R O V I N G R E S P O N S E R A T E
NABEEL KAMILI
NETPROMOTERSCOREOne Simple Question.A Grading Scale(usually 0-10).Use responses to this simple questionto test Customer Loyalty
How likely are you to recommendour company to a friend or colleague?
DEFINE
NPS SURVEYSIS EASY
BUT SENDING OUT
RESPONSESIS NOT
COLLECTING
Did You Know?The Average Response Rateof Surveys
You Can't Clapwith One Hand
RESPONSERATE
A HIGH
RESPONDERBIAS
MINIMISES
Responses mean an
Ineffective Survey
Not Enough
HOW DOCOMPANIESCOLLECTNPS?Lets look at some NPSmeasurement forms for 5 topplayers in different industries
DEFINE
Consumer Electronics
Software
Accounting
IT Hardware
Telecommunications
COMPARE
Click to StartSurvey Too ManyQuestion
Medium-Email is PersonalIncremental Data Collectionpreserves data even ifrespondent leaves surveymidway
With each added click orquestion, your chances ofsomeone opting out of asurvey drop 50%.
Did You Know?
REDUCECLICKS
Takeaway
50%1 Click
=
COMPARE
Colors and fontsEmbedded in Mail-Reduced ClickSingle QuestionContent
Grading Scale is not theresearched standardScale Design is Poor
11 pt Scaleis Global
Takeaway
Survey showing that the5 pt scale has a Downward Bias
COMPARE
Customers are beingincentivised for taking thesurvey
Embedded SurveyClean Design
Don'tINCENTIVISE
Takeaway
Eventhough Response Rate mayincrease but the results arent likelyto be Authentic
COMPARE
PreselectionNon incremental dataUnclear Why question
NoPreselection
Takeaway
Preselection leads to bias.
Radio Buttons dont allowdata to be captured aftereach question,and if arespondent leaves surveymidway,data will be lost
The explanatory Whyquestion after theLikelihood question shouldbe clear in meaning.A Better Way
to ask theOpen Ended Why Question
COMPARE
Grading Range
Medium
Questions
RIGHTMEDIUM
Choose The
TO TAKE THE NPS SURVEY
Embedded Survey in Mail isideal for B2CB2B clients with a smallerclient base can use PhoneCallingSaaS companies can takesurvey in-softwareMobile Apps can collect NPSthrough in-app surveySMS as seen in case of T-Mobile can also be used
NPS Response Rates
The higher the rate, the greater the accuracy.
What it is? What itshould be
(B2C)?
Anything below 40%for B2C should be a
red flag
What itshould be
(B2B)?
15% 50% 70%
The average responserate for surveys.
Anything below 60%for B2B should raise
concerns
SUGGESTIONS
IMPROVEHOW TO
RESPONSE RATES
RELEVANCE
Define your Customer. Send the NPS surveyonly to legit customers. For a customer tocare, they need to invest time and money.
Data ages. Its important to sanitise databefore sending out NPS surveys. This wouldminimise bounce rates for emails
Decide the best time interval for yourbusiness. Transactional surveys work wellfor B2C. For B2B, send after the client hasused the service for a while.
DATASANITISATION
TIMING
SUGGESTIONS
IMPROVEHOW TO
RESPONSE RATES
PERSONALISE
Clear,Crisp, & Personalised Content. If its amail survey, send from a person's id (maybe the CEO's)
Almost a third (29%) of B2C survey pagevisits are now made from a mobile device.For some clients its much higher – up to50%.
The magic of NPS is not in the score, it is inthe follow-up. Also, when clients realisethat their survey inputs drive change, theyare more likely to respond to NPS surveynext quarter too.
OPTIMISEFOR MOBILE
CLOSETHE LOOP
DATA
DESIGN
DELIVERY
SUGGESTIONS
ThreeBroad Areas ofImprovement
IMPROVERESPONSERATE
DATA
VALIDATION
SANITISEDATA
DEFINEYOUR
CUSTOMER
Pre-Contact Respondents
TEST SURVEYON A SMALL
GROUP FIRST
TECHNICAL
OPERATIONAL
FINANCIAL
For B2C companies, sanitising data would be time consuming. Effortsshould then be made to focus on defining a customer. Do all those whomake accounts are customers or only those purchase? If a customerpurchased a year ago, is he/she still an ideal customer? For accurate NPSscores, the sample size should be relevant.
Technical capabilities need to establlished to regularly identify inactivecustomers, and sanitise data accordingly. Also, data analysis from previoussurveys need to be done effectively to further screen customers.Implemening such pratices will keep data fresh and healthy.
For B2C companies, sanitising data would be time consuming. Effortsshould then be made to focus on defining a customer. Do all those whomake accounts are customers or only those purchase? If a customerpurchased a year ago, is he/she still an ideal customer?
DESIGN
VALIDATION
CONTENT
OPTIMISE
TECHNICAL
OPERATIONAL
FINANCIAL
A great design will help render surveys quickly and allow users to spend asminimum time as possible for completing the NPS survey. This wouldincrease the response rate, and eventually help give a more accurate NPS
Great content drives action. Invest in good content writers. UI/UX teamshould be very agile, and should continuously iterate on design. Productteams should research better design capabilities for different devices. Aclean interface will help keep the NPS surveys non intrusive and customerswill not feel spammed or annoyed.
Design and User Experience instill brand recall in users. Investing effortstowards design helps increase transactions.
DESIGN
VALIDATION
CONTENT
SHORTSURVEY
SIMPLELANGUAGE
Thank You's&
Reminders
Use StandardNPS Format
PERSONALISE
DESIGN
VALIDATION
CONSIDERDEVICE
OPTIMISE
RADIAL SELECTOR
FOR MOBILE
NONINTRUSIVE
VISUAL GUIDANCELESS TEXT
MINIMISECLICKS
DELIVERY
VALIDATION
MEDIUM
TIMING
TECHNICAL
OPERATIONAL
FINANCIAL
An NPS survey delivered at the right time will generate more responsethan random survey blasts. The delivery mechanism of the survey iscrucial. Sending emails from personalised emails builds trust in thecompany. Also, pro-active follow-ups helps increase response rate forfuture NPS surveys.
Embedding surveys in emails reduce clicks and increases response rate.Also, incremental data in case of more than 1 question will help save dataeven if responent leaves the survey mid way.
Choosing Phone as a medium to collect NPS is very expensive.Companies with a large user base should prefer emails or in-app surveys.But its beneficial to invest time, money, and resources to make followupcalls to close the loop.
CLOSINGTHE LOOP
DELIVERY
VALIDATION
MEDIUM
EMBED INEMAIL
IN-APP PHONE
ON CALL
IVR
PERSONALEMAIL IS
INEXPENSIVEand doesnt hamper User Experienceleading to higher response rates
DELIVERY
VALIDATION
TIMING
CLOSINGTHE LOOP
RELATIONSHIPNPS COLLECTIONwill generate more responses
FOR B2B
TRANSACTIONALNPS SURVEY
works best
FOR B2C
Send Survey in thatpart of day when
your clients are themost active
NPSRESPONSERATE
IMPROVE NOW
Comparison. Suggestions. Validation
NPSI M P R O V I N G R E S P O N S E R A T E
NABEELKAMILI
BY
