Conducting a survey with the NPS question (0-10, how likely to recommend) is only the first step towards establishing a well-built survey. Even more important than the score you received is why you received that score. Digging into the “why” is called “root-cause analysis” and without understanding why you got the score you received, the score itself is essentially meaningless.
We at CustomerGauge, have a tried-and-tested, recommended, best-practice methodology for how you should construct your customer experience surveys based on our 13+ years of experience in helping our customers maximize the benefits of their Account Experience initiatives. As part of this approach, we strongly recommend using what we call “drivers of loyalty” or “drivers of satisfaction” in your relationship and certain transactional surveys as well. These “drivers” are a prompting question about why your customer has had a good experience/would recommend you (for promoters) or what they feel should be improved (for detractors/passives).
What are the benefits of using Drivers?
No Impact to Response Rate: Drivers shorten your survey, leading to an increase in survey response rate while ensuring you are still collecting your required insight. More responses = more data!
Respondent Friendly: Avoids boring your respondent with long surveys with questions that may or may not be relevant to them. Here, respondents need only to mark what is relevant to them. Plus from a reporting standpoint, you avoid the need to deal with long lists of questions where 75% or more get marked as “N/A”. If you think about your own experience when responding to surveys, the last thing you usually want to do is answer a big, long survey. Drivers help avoid that, and give a more pleasant (and quick!) survey-taking experience to your customers! On this note, our Next-Generation Net Promoter Whitepaper research showed that 2-6 questions were the “sweet spot” for the organizations which experienced the most annual retention increase. Anything more than that, and the rates dropped off significantly.
Real-time Root Cause Analytics: Gives immediate, actionable insights into what you are doing well and what needs to be improved. Shows the impact of different key areas or touchpoints on your overall NPS.
Assists in Business Strategy: Instantly tells you which areas of your business or process your customers think you need to improve or you excel at. This gives you the base to plan your improvement and investment strategies.
Indicates Potential Revenue Impact: Ability to view which drivers have the greatest impact on your revenue and bottom line. This gives you that extra revenue dimension allowing you to understand which areas are important for your high value detractor customers to fix or which areas your high value promoter customers think you do well in.
Easily Understandable by internal teams: No need for advanced statistical tools in order to analyze and make sense of the results. Much more streamlined and easy-to-digest reporting.
Further to the benefits listed above, drivers give you clear-cut information about which factors are playing into your overall NPS and whether someone would actually promote (or detract) you for those reasons. Drivers also give you a very clear picture on what is most important for your customers – something that you don’t get when going with a 0-10 rating approach for each item.
How does this approach work?
Historically, many companies have conducted their relationship NPS surveys by asking the Net Promoter question, followed by a number of individual rating questions on key areas, and then a comment box and maybe 1-2 other/ad hoc questions. This can lead to a much longer survey that will easily bore customers and have a higher survey abandonment rate. By using the drivers approach, you still get insightful data into the same areas, but in a more pleasant and condensed manner. Let’s illustrate this scenario with an example.
Take a look at how the exact same survey looks using 0-10 ratings for every “driver”:
Versus how it looks using the Drivers approach:
When looking at the mobile version (our stats show 57% of all CustomerGauge surveys are completed using a mobile device or tablet), the difference is even more striking:
Individual rating approach:
What was that bit about revenue & bottom line?
One of the many benefits of using the drivers approach is the insightful reporting you get out of it. Not only do we show you the impact towards your overall NPS, but we also offer reporting on which drivers your customers have selected in terms of the revenue they spend with you. This allows you to quickly identify which drivers have the most money behind them, and what you might decide on addressing first. For a comprehensive view of all your potential reporting options with drivers, including those with revenue, see this example dashboard/report.
By leveraging CustomerGauge’s drivers approach, you are more quickly and efficiently gathering all the same information, while saving your customers the headache of having to wade through question after question after question (or saving yourself from a lower response rate).
For a full, comprehensive learning experience about the drivers approach, we'd encourage you to enroll in the CG Academy course dedicated to this topic.
Questions about what your reporting would look like? We’d be happy to walk you through a demo! Just reach out to your Implementation Manager or CSM and they can help you out! This feature comes standard with all CustomerGauge packages.