“I can’t get no satisfaction!” Hopefully those aren’t words your customers say, but often if you don’t ask, you don’t know.
If you aren’t tracking your customers’ satisfaction and asking them for feedback about your service, company and product, you may be missing some valuable information. The best way to gauge your customers’ satisfaction is to ask!
Creating a quick and easy electronic survey using an online survey tool, such as SurveyGizmo, is a great place to start and is a measurable tool for you to use to prove increased satisfaction over a given period of time. Not only will the survey help you and your business get an understanding of your strengths and weaknesses, it will also give you great marketing material for all the positive comments you receive!
This one-question form of customer satisfaction tracking is known as a Net Promoter Score (NPS), and is something that many Fortune 100 companies use to measure service and sentiment directly from their customers. Net Promoter is a customer loyalty metric developed in 2003, and is a registered trademark of Fred Reichheld, Bain & Company, and Satmetrix. The logic behind the score is that all customers can be broken into three groups: Promoters, Passives, and Detractors. To calculate the score, the percentage of Promoters is subtracted from the percentage of Detractors.
There is only one specific question that is asked in order to get an NPS Score. The question is, “On a scale of 1-10 (10 being the best) how likely are you to refer (ENTER YOUR COMPANY NAME HERE) to a friend or colleague?” That’s it! You can ask a few other questions specific to your business if you like, but it’s best to keep the survey short and sweet. Don’t forget to ask your customer to explain the reason they gave you the number they did, and, if they will authorize your company to use their comments for testimonials. This is a super easy way to get authentic testimonials (or authentic feedback.)
There are two kinds of NPS surveys, transactional and time-based. A transactional survey can be sent soon after your company has helped a customer. The link to the survey can be sent via an automated email from your customer management tool and responses fed back into that tool in order to house and track your results. A time-based survey can be sent to your client base throughout the year, say on a quarterly basis.
To calculate your NPS Score, check out the handy diagram I included above.
Get ready to get some great responses and start improving your customer satisfaction immediately by using the responses to follow up with satisfied and unsatisfied merchants alike, build employee morale, as well as give your business free advice on day-to-day improvements your customers would like to see. You can share responses internally to let employees know how their efforts are directly affecting your business and customers, and use approved testimonials on your website or in marketing materials. Enjoy the results as they come rolling in!