The company should be sure about why there is need of conducting a customer satisfaction survey. It is important to make sure that the value of the data collected through customer satisfaction survey is more than the cost of conducting the survey. A defined objective will enable the company to use the survey results effectively and efficiently.
Once the objective is defined, the company is required to devise an actionable plan to achieve the objectives. The company should decide the initiatives it will undertake after the results and insights from customer satisfaction survey are derived. For instance, the company might plan to boost customer service interaction or it might invest on customer education programs.
Different metrics or type of questions can be included in a questionnaire to evaluate customer satisfaction:
Customer Satisfaction Score (CSAT): To measure how satisfied a customer is with a particular aspect. Answers are collected on a scale of 1-3, 1-5 or 1-10. All responses are added and divided by the total number of respondents to get a CSAT.
Customer Effort Score (CES): It measures customer ease of experience. A low effort experience enhances customer experience. It is measured the way CSAT is measured.
Net Promoter Score (NPS): It shows how likely a customer is willingly to recommend the product to others.
It is important to keep the questionnaire as small as possible and irrelevant questions should not be included as response rate decreases with longer questionnaires.
In this step the company has to decide when and where it will trigger the survey. Survey should be triggered to a customer only after a meaningful part of the customer lifecycle is completed. Customer’s view may change over time and therefore it becomes necessary to trigger the survey to the same at different time intervals.
Different survey modes can be used to gather information from different customer:
Net promoter score is a metrics used by companies to evaluate customer satisfaction, employee satisfaction and to select appropriate suppliers or a business partner.
Customer net promoter score survey is conducted in order to assess company’s performance by evaluating customer satisfaction and customer loyalty.
Supplier Net Promoter Score Surveys are conducted in order to select an appropriate supplier. While conducting the survey other companies in the industry are surveyed to understand their likelihood to recommend different supplier to others so that NPS for each supplier can be calculated. The supplier with best NPS score can then be appointed by the company.
It is a method of measuring willingness of employees to recommend the employer to friends and family.
Respondents are asked how likely they are willing to recommend the product, company or a supplier to others. The respondents have to give a score between 0-10 scales. According to the score the respondents are segmented into three broad categories:
Respondents who score either 9 or 10 are called as promoters. Promoters are loyal to the company; they are highly satisfied with the company and are likely to recommend the same to others.
Passives score either 7 or 8. They are satisfied with the company but can easily switch to a competitor’s offering. They will not spread negative reviews of the company but will not enthusiastically promote the company.
Respondents who score between 0 and 6 are called as detractors. They are dissatisfied with the company and will not repurchase. They can spread negative reviews and will not recommend the company to others.
NPS is calculated by subtracting percentage of respondents who are detractors from percentage of promoters. The NPS score falls between -100 and 100.