A Purists Guide to NPS Survey Design

A Purists Guide to

NPS® Survey Design

An introductory guide to NPS survey design and DIY templates.

A Publication of

LOGO

Customer Guru

Table ofContents

Is your survey design broken?

Essential ingredients to survey design

NPS survey template

CHAPTER ONE

Is your survey design broken?

1

Survey Fatigue

Current trend is such that every business is seeking feedback and trying to capture opinions and inputs of its customers. The flip side of this is that consumers are suffering from survey fatigue and are in two minds whether to take surveys or not.

In such a situation should you stop asking for feedback? Au contraire, you should be persistent and follow some best practices to create effective customer surveys – the ones that customers respond to.

The inputs from customers should be more of Action points for the company – they must be the ‘to-do’ things and ‘to-change’ concepts that in turn will help resolve the customers’ pain and improve their experience.

Should you stop asking for feedback?

CHAPTER TWO

Essential ingredients to survey design

2

Survey design

If you feel that your surveys are being left incomplete or are not being answered at all, it’s time to go back to the drawing board. Surveys that are answered correctly are more important than the ones that are filled with garbage, because the former will assist your business in essential decision making, help attend to poor service levels and, most importantly, quantify customer satisfaction.

Customers avoid surveys for many reasons and there are some basic ground rules that should be followed while creating a survey.

•Keep it short

•Make it personal

•Ask the right question

•Use the appropriate tool and template

•Value the customers time

•Make your surveys mobile friendly

•Follow up

•Solve the problems

What are the essential ingredients?

KEEP IT SHORT

More often than not, the sheerlength of the survey acts as adeterrent for customers to fill it.Keep the survey short andsimple. We recommend that youhave fewer than 5 questions.The rate of customer feedback isinversely proportional to thelength of the feedback.

According to Client Heartbeat,here is a graph showing theAbandonment Rate of customervs. the number of questions inthe survey.

MAKE IT PERSONALThe beauty of your neighborhoodstore was the personal connect.The store owners knew you bythe first name and this personaltouch made you keep going backto them.

Give your customers a personaltouch with minimal interventionat every touch point. Sendsurvey invitation emails thatcompel customers to leavea feedback. If possible, try thatthe survey email comes from anemployee that the customer hasdealt with. Having to fill in afeedback form coming from the“Customer Experience Team”may not really allure thecustomer.

ASK THE RIGHT QUESTIONBefore you start jotting thequestions, ask yourself what youwish to achieve withthe responses. If the goal is vagueor unnecessary, then strike thequestion off your list.

For example, the response to thequestion ‘How did you hearabout us?’ should fit in and berelevant to the goal that youwant to achieve. The response tothe question must help youachieve something tangible. Ifthere is no real purpose behindthe question, then please get ridof it.

The aim should be to encouragecustomers to hit the ‘Next’button and not look for the‘Back’ button.

USE APPROPRIATE TOOLSAND TEMPLATE

The internet is abuzz withinfinite information with regardsto the same. Do select arelevant feedback solution suchas Omoto for NPS Survey, orSurvey Monkey for more genericpoll, so that you can create aprofessional customer survey.These tools also provide amultitude of templates thatreflect your businesspersonality.

Go ahead and choose the onethat suits you, create your surveyand start emailing yourcustomers.

VALUE THE CUSTOMERSTIMEYou are using the customer’sinvaluable time when yousend him/her a survey.Ensure that you use that timemost judiciously by askingonly pertinent questions.Experts suggest that 10questions or less will ensurethe maximum response rates.Some companies havesurveys that go on for 25-30questions; the sheer size ofthe survey is what putscustomers off and mostpeople drop out beforecompleting thequestionnaire.

The survey completion ratesare inversely proportional tothe number of questions.

http://omoto.io/

SurveyMonkey, a 10 questionsurvey has an 89% completionrate on average. 20 questionsurveys are slightly lower at87%, followed by 30 questionsurveys at 85%. However, whena survey has 40 questions, thecompletion rate is 79%.

MAKE SURVEYS MOBILEFRIENDLY

Any communication that isn’teasily viewable on mobile willnot hold your customers forlong. Ensure that the surveys arenot just easily readable on amobile devise, it should be easyto tap on the options too!

FOLLOW UPA personal follow-up or areminder email will definitelyhelp in propelling the customerfeedback rate. Ensure that youhave a sufficient gap between theprimary invitation email and thereminder email; we recommendat max 7 days and at least 3 days.

SOLVE THE PROBLEMThis one takes a little longer tostart adding up to your responserate. However, if yours is acompany that solves problemshighlighted in customerfeedback, it will build customerconfidence and their willingnessto share honest feedback.

CHAPTER THREE

The Survey Template

3

If for some reason you wish not to receive any further survey emails, click Unsubscribe.

Copyright 2016 <Client Organisation Name> | Visit <client website link> | Terms and Conditions

This survey is operated on behalf of <Client Organisation Name> by Omoto (omoto’s website link). In case

of questions about the survey process or any technical issues, please write to us at [email protected]

Let us know how well did we do? It’ll take just 2 mins! view in browser

Would you recommend us?

Dear |*CUSTOMER_NAME*|,

Thank you for your recent purchase on |*PURCHASE_DATE*|. Could you please

take a moment to give us some feedback on your purchase experience, it will

help us improve our services further.

Please answer our short survey by clicking on the link below.

Best regards,

|*FROM_AUTHOR*|

|*COMPANY_NAME*|

Start Survey


Based on your recent experience at our online store, how likely

is it that you would recommend us to your friends and family?

NPS Scale

Extremely

unlikely

Extremely

likely

Copyright 2016 <Client Organisation Name>

Visit <client website link> | Terms and Conditions

This survey is operated on behalf of <Client Organisation Name> by Omoto (omoto’s

website link). In case of questions about the survey process or any technical issues,

please write to us at [email protected]

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A well designed NPS survey will drastically

improve your response rate and provide

actionable insights which your team can readily

use to delight your customers

Get in Touch

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