This post is a follow up to one of our most popular posts: Boost your Net Promoter Survey response to 60%+.
Customer survey rockstars know a lot about how to maximise Net Promoter® survey response rates. They understand the importance of mobile-optimised surveys. They send relevant, well- timed, and appropriately-worded emails. And they set expectations with clients (and customers).
But another factor that has the potential to significantly affect survey responses, especially for B2C businesses that tend to send surveys to personal email accounts, is Email clients.
Curious to see if there was a difference in how users of Gmail, Hotmail, Ymail, and other email clients respond Net Promoter surveys, we analysed 400,000 records from Europe, North America, and Brazil across five CustomerGauge clients from Q1 of 2013.
And this is what we found…..
Microsoft is the most popular email client among B2C customers…..
Microsoft (Hotmail, Live, Outlook, etc) accounted for more than a quarter of all emails that were sent by our clients in Q1 of 2013. Google (Gmail, googlemail) came in a distant second at 14% and Yahoo! at just over 9%. Over 50% of emails sent went to five domains, namely Microsoft, Google, Yahoo, AOL, and GMX.
…but Microsoft gets only 54% of the response rate that Google receives…
There is a distinct correlation between email client and Net Promoter survey response rates. While it may be the most popular email client for customers, Microsoft delivers only 54% of the response rate of Google and retains a significantly lower response rate than all other email clients except AOL.
You will note that “All Others” has a similar response rate to Gmail – it appears that if people give you their work address it is because they are open to communicating.
…Microsoft’s lower response rate is not because of a high bounce rate.
A factor that may affect responses is bounce rates. But our findings show that although Microsoft accounts do indeed return a higher bounce rate than other domains, it is less than one percent higher than Google and less than half a percent higher than Yahoo and “Others.“
So what does it all mean?
Our research shows:
- If your business has a high level of Google and/or “Other” email contacts in your database, you will receive a higher response rate to your surveys.
- If your contact list includes a lot of Microsoft and/or AOL addresses, you will receive a lower response.
It is not completely clear is exactly why this is the case. Anecdotal evidence says that Microsoft accounts tend to be checked less frequently, or used as secondary accounts, but we have to be hesitant to draw firm conclusions without the appropriate evidence.
Likewise, our research does not measure variations across different markets – so if you operate in a market that has a significantly different mix of email clients, our findings may not be relevant to your situation.
Nonetheless, if your database has a high percentage of Microsoft and/or AOL accounts, we suggest being particularly diligent in communicating to customers any benefits they may receive by being contactable at that address, and possibly asking for email confirmation to ensure that the customer checks that account.
Would you like to know more?
In the interests of enabling businesses to drive higher response rates for their own surveys, we are happy to share more information about these statistics.
If you leave your details below, we will send you an anonymised email response presentation, including:
- Sample size
- Spread across clients
- Data contribution by email clients
- Response rate per email clients
- Bonus stats on email opens by device and mobile trends
Net Promoter News: AT&T’s Net Promoter fail, Travel Counsellors advise trust, Southwest customer experience flies north
AT&T scores marketing campaign success, Net Promoter FAIL
AT&T had a problem – a low NPS among young Asian American males. In order to increase loyalty, it sent out regular surveys and included a follow up question. It used root cause analysis and implemented a closed feedback loop to incrementally improve its offering, increase loyalty, and drive positive WOM and sales.
Actually, according to a post this week, instead of doing any of this, AT&T conscripted a marketing agency to drive up its score. interTrend Communications, an agency that helps brands connect with Asian Americans, created a cheesy whimsical web series with a crowd-sourced storyline called Away We Happened. The series heavily features AT&T, has received over 6 million views so far, and won an Effie in the process. Oh, and AT&T’s NPS dramatically increased from -11 to +39.
By many metrics, the campaign is a success. But using Net Promoter as a measure of success is misplaced. We may be preaching to the converted here, but Net Promoter is a system that has its strength in listening to customer feedback, making incremental customer-focused improvements in the organisation, and (sustainably) increasing scores and revenue over time.
In a worst-case scenario, a quantum leap in NPS such as this can obscure underlying customer service problems underneath the sugar rush of new Promoters. And unless feedback collection, analysis and closing the loop are embedded in the organisation, there is the danger of an equally swift drop in scores, with corresponding negative WOM and loss of market share or revenue. Marketing
Travel Counsellors advise trust
Travel Counsellors is an exemplar of travel industry trust and innovation and owner of possibly the world’s highest NPS. But whereas much discussion around Net Promoter focuses on customer service and loyalty, the key driver for Travel Counsellors’ growth is agent recruitment.
That’s not to say that customer relationships are not important, of course – according to chairman David Speakman, “We look after all the laborious admin so the individual ‘travel counsellor’ is left to build their own business by building relationships. TripAdvisor is the electronic mode of advice but it’s referred to; not trusted. We build our business on trust.” Insider Media
Southwest customer experience flies north
Southwest Airlines use of Net Promoter has helped propel it to one of the leading positions in terms of customer experience among American airlines.
According to a company rep, “We segment [Net Promoter Scores] by airports, but can also further refine the analysis by buying behavior, such as loyal or frugal customers. By looking at the scores, our employees can see where they need to step up.”
While Southwest is clearly on the right course, there is some possible turbulence up ahead. According to rival JetBlue, its leading NPS among US airlines gives it a “huge advantage” over its rivals. Forbes
- According to YouGov, the Apple App Store has the highest NPS of any app market place in Germany, and 84% of iPhone users regularly download chargeable apps. GooglePlay is visited by more users by percentage of market share, but only 58% of them regularly download chargeable apps. Telecom Paper
- Australian dealer groups have been advised to use Net Promoter to get a better understanding of advisers’ satisfaction with their services. Money Management
- TeleTech has conducted a test to find out whether delivering an exceptional customer experience as measured by NPS positively impacts sales, and had a positive result. TeleTech
This week we have something slightly different for the Net Promoter News – the Love Edition. In keeping with Valentine’s Day conventions, each story this week is presented as a love story. Enjoy!
Love story #1: Customers break Toyota’s heart, Toyota falls in love with NPS, customers want to kiss and make up
Whoa – this one is almost a soap opera romance.
In the Netherlands, Toyota was struggling with unrequited love – it was trying to nurture relationships but even “satisfied” customers were leaving (perhaps they thought of Toyota as just a “nice guy”?).
Then something unexpected – but very exciting – happened. Toyota fell head over heels in love with Net Promoter. In an effort to prove that its love was more than a fleeting romance, Toyota embedded (get it?) Net Promoter throughout its organisation, from its training programs for anyone in a customer-facing role, ratings, newsletters, and, most romantic of all – a wall of fame in the restaurant.
Toyota devoted itself to Net Promoter – thinking about it, talking about it, acting on it across the organisation. And that love is now paying dividends as customers who used to think Toyota was just the nice guy unworthy of serious emotional investment have discovered that a passionate dedication to the customer was always hiding under the shy exterior. Frankwatching (Dutch language)
Love story #2: Fans that love brands on Facebook
LoudDoor, a Facebook Insights preferred marketing developer has unveiled Net Promoter-based research of over 15,000 Facebook pages that shows which pages have the most loyal fans.
You might assume a swoon-inducing consumer multinational such as Disneyland, Apple, or Starbucks would lead the way, but you’d be wrong. In fact, the most loved-up brand on Facebook is not even a consumer brand, it’s a non profit – St. Jude Children’s Research Hospital. Following number one, more predictable names emerge, with Facebook and Google rounding out the top three. Money, as Paul McCartney succinctly noted, can’t buy love – but it doesn’t hurt.
The top 20 pages according to LoudDoor are:
1. St. Jude Children’s Research Hospital
4. Walt Disney World
5. ALDI USA
7. Starbucks Frappuccino
8. Google Chrome
9. Duncan Hines
10. Adobe Photoshop
11. Tim Hortons
13. In-N-Out Burger
14. Dove Chocolates
19. Dollar Tree
20. AMC Theatre
For methodology and other details check out the original article on MediaPost
Love story #3: Kuwaitis love Emirates, McDonald’s, IKEA, and a bunch of other brands
Uh oh. Things just got weird, didn’t they?
Actually, it’s not that Kuwaitis are confused – they’re just spreading their love around! Research by Service Hero (which reported on apparent cultural biases in the Kuwaiti market a couple of weeks back) has revealed the most loved brands in the market.
The top three across all categories are a microcosm of globalization at work, with UAE brand Emirates Airlines picking up the gold, American brand Caribou Coffee the silver, and local restaurant Mais Alghanim the bronze. When it comes to customer experience, love might not be blind. But it sure does cross borders. Zawya
- Inavero has announced its Net Promoter-based Best of Staffing list for 2013 (in the US). For the full list of winners, check the link: Best of Staffing
- Mobile gamer Gamewagon has announced that 85% of its customers are Promoters. PR Web
Looking for someone special
- Customer Insights Program Manager (Net Promoter Score) Mebourne, Australia
- Net Promoter Score [NPS] Coordinator, ISGM, Melbourne, Australia
Net Promoter News: GOOG v AAPL, TW Tel- Tell NPS, The 10 Ways, Lawyers get the metric, E-ON Excellence
Google v Apple: Which is more innovative?
Google has a lot of fans, but according to a new book, it is arguably not at the cutting edge of innovation.
In What Matters Now, management expert Gary Hamel outlines four mental models found in organizations and advances a theory that only organizations that put innovation at the heart of what they do are true leaders in delighting their customers. Google doesn’t make the cut because instead of putting innovation at the centre of the business, it works on a model where only 20% of employee time is ostensibly used for innovation purposes. As supporting proof, he notes that after more than 10 years (several lifetimes in internet years) its original business model still generates 90% of its revenue.
In terms of true leaders, What Matters Now cites Amazon, Salesforce, and Apple as examples where the entire organization is devoted to continuous innovation and finding new ways of delighting customers. So what is Apple’s secret? Well if everyone knew that we’d be communicating telepathically with our machines by now. But we do know one thing. Apple is one of the leading exponents of Net Promoter Score. Source: Forbes
tw telecom talks up Net Promoter Score
If continuous innovation is indeed the key to delighting your customers and encouraging them to become advocates of your brand as Gary Hamel suggests above, he has some evidence here to support him. At their Q4 2011 earnings call on Feb 9th, fiber-pullers tw telecom CEO Larissa Herda released an impressive set of financial results, which she put down to two things – strategically releasing new products and that the company recently increased its Net Promoter Score to its highest level ever.
“This key metric not only measures our customer satisfaction and loyalty, we believe it played a key role in propelling our revenue growth in 2011,” said Herda.
Also this week, the CEOs of Tucows and Rackspace Hosting both mentioned Net Promoter in their earnings calls. While both were upbeat, we are always left hanging for more when a senior executive in an earning call says something like “customer satisfaction, as mentioned by net promoter score, continues to increase,” (Tucows) or “we want to generate incredible customer outcomes, we measure this customer loyalty through the Net Promoter Score” (Rackspace).
Note to CEOs: The details always tell the story! Seeking Alpha
Ten ways to improve your Net Promoter Program
A couple of weeks back we talked about one smart cookie (David Mitzenmacher) who summarised the entire NPS process on the back of a napkin. NPS is a simple system – that’s a sign of its effectiveness and also a key point of its attraction. But there is more to the metric than simply “root cause analysis” and “closing the loop”.
With this in mind, Alain Thys, managing partner at Futurelab, has put together “ten ways to take your Net Promoter programme to the next level.” It’s well worth a look, and helps shed some light on the different ways Net Promoter can help businesses effect positive change in serving their customers. Futurelab
Net Promoter – It’s the law!
Adrian Dayton writing in the National Law Journal ponders the question “Which metrics matter most?” for lawyers. In a laundry list of measurements, Fordham University professor Silvia Hodges, suggests “a more client-focused approach, the Net Promoter Score, [...] obtained by asking clients to report on a 0-10 scale whether he is extremely likely to hire you again or not at all likely. A high net promoter score means you’re keeping clients happy and earning referrals.” National Law Journal
Reputation Management and E.ON’s NPS Centre of Excellence
On January the 25th in Munich, the Reputation Institute and Bain & Company hosted an event to share knowledge on, you guessed it, company reputation management.
A couple of the more interesting observations included that most people buy a product based on on what they think of the company rather than what they think of a product, and that reputation-based communications strategy only has a chance to work if it has management 100% behind it.
While these are valid points and worthy of further discussion, there was one other nugget of information that we would love to hear more about. Energy provider E.ON is a company that takes NPS a step further than most. Not content with just running the occasional survey, it has “an entire NPS Center of Excellence.” Furthermore, it was noted by centre director Adam Elliott that “when you have your results you have to change the whole business.”
Innovation, it seems, is the thread that runs through all NPS news this week! The Financial
Diary note: Next Wednesday 22 February join the free Net Promoter webinar: Customer Service Fire-Fighting – Basic workflow for Customer Rescue (how to use Net Promoter with automation of customer responses to turn negative customer experiences into evangelist gold). Register here.
Satmetrix release their 2009 Net Promoter Benchmark Reports today. Some highlights include loyalty leaders Apple driving NPS of 77, Amazon at 74 and Google at 71. Online services had the highest average Net Promoter Scores of all industries, with Telco bringing up the rear with an average of -7. More details in press release.
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Australia’s MacMillan Shakespeare (“premier provider of workplace benefits”) confidently predict hitting a Net Promoter Score target: “We will achieve high net promoter scores ≥45%” (according their analyst presentation PDF, March 2009)
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Still in Australia, Chris Roberts talks about Generating Growth in a Contracting Economy, and his 1500 customer Net Promoter Score survey of Australian banks. Source: UQ News
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Finally, web-hosters ServerBeach ride a high tide of Net Promoter Scores to reach 49, according to blog.