Common pitfalls to avoid when surveying customers
Net Promoter is the industry standard (not just for the print industry) for measuring customer loyalty. It provides a benchmark to be able to quantify customer loyalty along with actionable insights to be able to protect and grow the business. Whether you use Net Promoter Score or any other customer satisfaction survey, or if you’re considering, here are four common pitfalls to avoid:
Each week, Butler Street Research receives survey responses on behalf of our clients using the Net Promoter Score and specific follow-up questions designed to capture their customers’ experience with their organization.
If you’re familiar with the Net Promoter Score question, you know that it is a single question used to measure customer loyalty asking, “How likely is it that you would recommend [company] to a friend or colleague?” On a scale of 0-10, anyone that rates the company a 9 or 10 is...
If customer rates you a “6” or below on a Net Promoter Score® survey, they are considered a Detractor. Detractors are likely speaking negatively about your company. They may be actively looking to leave, but the good news is that they haven’t yet, and now you know.
It is a best practice to follow-up with any Detractors (those that rate the company a 6 or below) promptly (recommended within 24 hours). Butler Street sends electronic notifications for detractors as the responses come in, prior...
Me: What differentiates your company from the other 22,000 competitors in the marketplace?
CEO: Our service is second to none. We truly value the customer and every interaction we have, our people are trained to make the best of it.
Me: Can you prove that is a differentiator? That your service is superior?
This happened to one of our clients recently. Through our Best of Print and Digital® program, we provide Net Promoter Score® surveys to printing companies, giving them an objective measurement of how their customers feel about them overall – true visibility to their customer loyalty scores. In a recent survey, one client received a response that we call “A Coachable Moment”:
Why? You don’t deserve to sell a new customer until you prove that you can keep the ones you have. It is sad, but nearly two of three companies do not actively measure client retention! And eight of ten who do, do not regularly report on it to their employees.
Can you quote your company’s client retention percentage for last month, last quarter? Odds are, you cannot.
In this day and age, client retention IS the new acquisition. Why? Because smart companies understand that client retentio...
Is your business tweet, like, and share ready? Are your employees tweet, like and share trained? It’s our way of life; through social media, we know what 1,150 or so of our closest “friends” are doing, what they like, what they think, what they eat and where they vacation. Oh, and we also know whether or not they like what we like, like what we do and if they endorse our skills. Everything is...#realtime.
Being so connected (and also so exposed) has many facets, including:
I don’t think there is a person among us who hasn’t filled out a customer satisfaction or loyalty survey. Sometimes we fill it out because we are angry, sometimes we respond because we want to give some “expert advice” on how that company can improve, sometimes we agree to participate simply because it’s easy, and sometimes we feel obligated to give feedback to our partners. Regardless of the reason that drives you to fill out a survey, the expectation is ALWAYS that it will be read, and that...
In a competitive environment, where there are daily challenges to compete for customers, customer satisfaction is oftentimes seen as a key performance indicator. As a result, companies and marketing organizations frequently conduct Customer Satisfaction Surveys to gain data on relationships to determine their customers’ purchase decisions. Unfortunately, the results gathered from these surveys are, in reality, NOT a clear indicator of customer relationships or customer intentions.