survey tip

The Most Important Metric You Should Be Focusing On

Survey Tips

In the 21st century, the key to your success is customer loyalty. It’s never been more essential to provide the best customer service possible.

To help you achieve this, we look at the most important metric you should be focusing on. This is the NPS Score.

What is the NPS Score?

The NPS Score stands for Net Promoter Score. It allows you to measure customer loyalty, and it shows you how well your brand is performing.

You get this score when you send customers a survey with just one question, “How likely on a score of 0-10 are you to recommend us to family, friends, and co-workers?”

The score is important as you work to improve your processes to provide customers with a good experience. The NPS Score also helps you find your most loyal customers. You can then use them as a model when thinking about your ideal customer.

We recommend checking your NPS Score by sending surveys on a regular basis.

You calculate this score using the following measurements:

  • 0-6 are your detractors
  • 7-8 are your passives
  • 9-10 are your promoters

You don’t need to factor your passives into the calculation. Then subtract the percentage of detractor responses from the percentage of promoter responses to get your Net Promoter Score. Your score will range from -100 to 100 being the absolute best.

Now that you know what it is, let’s look at why you should be focusing on it.

The Cheapest Marketing

You probably already know that word of mouth marketing is cheap and invaluable.

More people trust their friends over any type of advertising. This is why word of mouth is so important to you.

Since you can’t track your word of mouth traffic like other forms of advertising, you’ll never know how likely people are to recommend your business to others if you don’t know your NPS Score.

Know your score over time. Look for signals your service could use some work.

Customer Loyalty Matters

The loyal customer is invaluable to your business. In fact, you’ve probably heard the saying that it’s more cost effective to keep a current customer than it is to get a new one.

For this reason, along with the fact that your loyal customers are your brand ambassadors, you have even more proof that the NPS Score is your most important metric.

Happy Customers Come from Happy Employees

The circle of customer service is constantly moving and evolving. For example, if your employees are happy with their jobs, your customers are more likely to have good feelings about your business because they get better service.

In turn, when your customers are happy, your employees feel good about providing excellent service.

One way to help your team work together for a common goal is to set the NPS Score front and center. Make sure everyone knows improving your goal is your aim.

Then, align your mission, vision, and objective to making your NPS Score better. Whether you need to improve by a lot or a little, this one goal can unite your team.

The end result is a team that is fulfilled on the job, and customers who remember that great service.

The last question you want to ask each of your staff member’s at the end of the day is, “Did each of your customers leave here pleased with their experience?”

Really dive into the experience with your team members and help them see all the ways they can improve their service.

Final Thoughts

If you’re ready to improve the overall customer experience at your company and propel your business over the competition, it’s time to consider the Net Promoter Score.

Use the score as a jumping off point for your overall marketing strategy. It’s the pinnacle of your objectives.

Remember, it’s one thing to have a customer buy from you once. It’s entirely something different when they do it again. And, you know you’ve done a whole lot right when your customer picks nine or 10 on the NPS survey, and says, “Yes, I’ll recommend you to friends.”

If you’re ready to utilize the NPS to evaluate your customers’ experience with your business and improve your overall customer relationships, the best place to start is with a survey. (tweet this)

Surveys help you make the best decisions for your business. Are you ready to get started with your free Survey Town trial? Start with your free account today, and you can upgrade at any time.

Images: Saketh Garuda on Unsplash

5 Questions To Ask in a Customer Satisfaction Survey

Survey Tips

You’ll find that when crafting your survey, you have several options.

First, you can ask open-ended questions. These questions don’t necessarily have an expected response, and they allow the respondent to craft their own answers.

Another type of question is the matrix or closed-ended question. This type of question allows you to collect stats and come up with uniform data.

In this article, we look at five more questions to ask in a customer satisfaction survey, and we’re going to look at the matrix question. Let’s define it now.

The Matrix Question

Matrix questions allow you to aggregate stats because they ask respondents to evaluate one or more rows of items using the exact same column choices.

Using the matrix question, you can also use a rating scale, which is a variation of the Matrix question. This allows you to assign weights to each answer.

Now let’s look at five more questions to ask in a customer satisfaction survey using the Matrix question.

We look at how to phrase the questions and set up the rankings for the best results and which questions are ideal for your product or service.

#1:  Matrix with Choices

You can compose a Matrix question that allows respondents to pick one answer per row.

For example, let’s say you just bought a car, and the dealer sends you a survey. One of your Matrix questions might look something like this:

The following qualities were important in my sales manager:

The list would include qualities like approachable, qualified, honest and believable, while the radio button options for each of the qualities would include options to check that include extremely important, very important, somewhat important, slightly important and not at all important.

By keeping your options short and specific, you’re more likely to get accurate responses.

#2:  Matrix with Multiple Answers

In this question, your respondents can provide you with multiple answers.

Using the above example, you might revise the question. It would state, The following qualities are important in my: (select all that apply):

Then, for the options, survey takers are presented with a sales manager, finance manager, and general manager. For each of those rows, respondents can choose from approachable, qualified, honest and believable.

With just some slight re-working, you can find out how each member of your team performed during the sale of the car.

#3: Matrix with Drop-down Choices

Another option is to include a drop-down menu for respondents.

The question from the above examples could again be re-worked to look like this:

Select the team member you worked with, along with their name and let us know if they were helpful.

To accomplish this, you’d list each of the team members (sales manager, finance manager, general manager) vertically.

Then, in each of their corresponding rows, you provide drop downs for respondents to check the team member’s name and another one to click whether they were helpful.

#4: Matrix with Rating Scale

The Likert Scale allows survey takers to give a rating for the question on a scale from 0 to 10.

You would mark your scale by two endpoints from lowest to highest.

This type of question is especially helpful when evaluating products.

#5: Contingency Question

Finally, another option is the contingency question. You would ask this in a customer satisfaction survey to weed out people you don’t want responding to your survey.

For example, before sending respondents through to your Matrix question(s), you might ask them questions to find out if your survey still applies to them.

Final Thoughts

Matrix questions are a quick and easy way to build your survey. They are efficient and allow you to collect a lot of data in one question.

You do need to be careful when using them, though.

A table of Matrix questions can be overwhelming on a mobile phone.

So, let’s say you have six rows across, and respondents can choose from five answers. You can break each row up into its own question. You then end up with six separate questions that all have the same five possible answers.

This makes it easy for mobile phone users.

You also want to keep your Matrix questions short. In any given group, stick to five or fewer options. This helps ensure your respondents answer each row accurately, and that they don’t select the same answer for each question.

Matrix questions are overall a great way to get and interpret your survey questions. Just be careful to keep them short and simple to encourage accurate answers. (tweet this)

Surveys help you make the best decisions for your business. Are you ready to get started with your free SurveyTown trial? Start with your free account today, and you can upgrade at any time.

Image: Alejandro Garrida Navarro