0
© CustomerGauge / Directness BV
BOOST
YOUR
RESPONSEMaximising Your Net Promoter® Feedback
14 February 2014
*Net Promoter, ...
© CustomerGauge / Directness BV
Introduction
Thomas S Watson, IBM 1921
*Net Promoter, NPS, and Net Promoter Score are trad...
© CustomerGauge / Directness BV
A word about CustomerGauge…
• CustomerGauge is the leading real-time
Net Promoter® measure...
© CustomerGauge / Directness BV
NPS Success
Analysis
COMMUNICATION
ACTION
NPS
SUCCESS
Time
to
close
issues
NPS
score
%
Eng...
© CustomerGauge / Directness BV
Some Math
• Higher engagement =
higher NPS?
• Some clients at 80%
response (b2b)
© CustomerGauge / Directness BV
Let’s set the scene
+60%
Response
from all
customers is
possible.
That’s a
lot of
engageme...
© CustomerGauge / Directness BV
The 10 Steps to
Response Success
Travel Client:
48%
Response
- with HALF
commenting
Also, ...
© CustomerGauge / Directness BV
What do we do?
• We use all the rules
for our clients
• Simple email
• Short surveys
© CustomerGauge / Directness BV
Typical approach…
• Not optimised for
mobile devices
• 40 questions!
© CustomerGauge / Directness BV
1. Relevance
• Is it a relationship or
transactional?
– B2B / B2C
• What is the impact on ...
© CustomerGauge / Directness BV
2. Set Expectations
• It’s important to tell customers ahead
of time
– This also helps get...
© CustomerGauge / Directness BV
3. Qualified Data
• Quality of list is
essential – clean email
is essential
– B2b/b2c – ma...
© CustomerGauge / Directness BV
4. Time Interval
• What is the best time after a transaction to survey?
– Ecommerce: 7 day...
© CustomerGauge / Directness BV
5. First Impressions
• Time: You only get 3 seconds to
make an impression (and 11 seconds
...
© CustomerGauge / Directness BV
Email Design Frame your subject as a
question and keep it short!!
Clean design, concise em...
© CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain ...
© CustomerGauge / Directness BV
Tell us what you think!... Two questions from IMR
© CustomerGauge / Directness BV
We would like to know what you think of us
© CustomerGauge / Directness BV
© CustomerGauge / Directness BV
Different looks desk and mobile
© CustomerGauge / Directness BV
6. Mobile Friendly
• Why is mobile important?
– +50% reading on mobile
• Average b2c up to...
© CustomerGauge / Directness BV
7. Following Through
• Survey qualities
– Short is good
– Especially on mobile
– Average s...
© CustomerGauge / Directness BV
8 Tell them again
• Power of a reminder:
– Get 50% extra response from a well
timed remind...
© CustomerGauge / Directness BV
9 Timing in the week
• Experiment to find
the best day to
send
• Thurs/Fri best for
b2c
– ...
© CustomerGauge / Directness BV
10. Manners
• Remember to thank responders
• Tell them what you learned and
what you will ...
© CustomerGauge / Directness BV
Bonus: Video NPS
• CustomerGauge embeds
email in survey invitation.
• Works well on deskto...
© CustomerGauge / Directness BV
Video NPS
• Helps with branding
• Using a video boosts
Comment rate 30%
© CustomerGauge / Directness BV
Bonus: Survey Completion Time
© CustomerGauge / Directness BV
SUMMARY
The 10 Steps to
Response Success
THANK YOU
info@customergauge.com1. Relevance
2. S...
© CustomerGauge / Directness BV
Survey visits by technology (2013)
• Mobile
technology
(including
tablet)
continually
erod...
© CustomerGauge / Directness BV
Selected Clients: Shift to Mobile
© CustomerGauge / Directness BV
Survey by email client*
Others
55.4%
Microsoft
Google
Yahoo
44.6%
Send rate
* Email Client...
© CustomerGauge / Directness BV
Survey by email client
Microsoft
19%
Yahoo
17.8%
Others
55.4%
Microsoft
Google
Yahoo
Googl...
© CustomerGauge / Directness BV
B2B Benchmark by numbers
0 100
7119
Response Rate
32
0 100
Comments Rate
13 81
56
-100 100...
© CustomerGauge / Directness BV
B2C Benchmark by numbers
1000
597
Response Rate
22
0 100
Comments Rate
22 68
42
-100 100
7...
© CustomerGauge / Directness BV
Mobile Vs Desktop
Response Rate 7.4% 13.8%
Comments Rate 78.4% 52.3%
Avg. Comments Length ...
© CustomerGauge / Directness BV
Survey Email & Appearance (mobile)
© CustomerGauge / Directness BV
Video Engagement
Useful stats, measures of engagement
© CustomerGauge / Directness BV
Survey Follow Up
-100 100
69
23
NPS
-29
With Follow up Not followed up
-100 100
72
34
NPS
...
© CustomerGauge / Directness BV
7 Steps to NPS Greatness
1
2
3
4
5
6
7
Measure NPS
score
1st time
Share Customer
Feedback ...
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Response best practice webinar 12 feb2014 2

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  1. 1. © CustomerGauge / Directness BV BOOST YOUR RESPONSEMaximising Your Net Promoter® Feedback 14 February 2014 *Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Adam Dorrell CEO Directness Adam.dorrell@directness.net
  2. 2. © CustomerGauge / Directness BV Introduction Thomas S Watson, IBM 1921 *Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. • Who this is relevant to: – Net Promoter Professionals – Marketing/customer experience executives in companies selling into medium/large organisations, with several contacts in the major accounts • What we will cover: – 10 steps to maximise your survey responses • Who we are and our credibility: – Adam Dorrell • Former head of Marketing for b2b and b2c companies including Sony, Dell, FairMarket, FileNet, Interwoven (now ATG) • Using Net Promoter since 2003 • CEO of CustomerGauge – Rhys Wesley • Commications, CustomerGauge
  3. 3. © CustomerGauge / Directness BV A word about CustomerGauge… • CustomerGauge is the leading real-time Net Promoter® measurement platform. – Complete workflow and service recovery system – B2b, b2c and b2e solutions – Automated reporting and digital signage – Automated, with integrations to CRM systems including SalesForce.com – 32 languages (reporting system in EN, DE, ES, FR, NL, CN) • Launched 2007 • HQ Amsterdam, global coverage with partners • Sending +2million emails a month A D V E R T I S E M E N T
  4. 4. © CustomerGauge / Directness BV NPS Success Analysis COMMUNICATION ACTION NPS SUCCESS Time to close issues NPS score % Engage ment
  5. 5. © CustomerGauge / Directness BV Some Math • Higher engagement = higher NPS? • Some clients at 80% response (b2b)
  6. 6. © CustomerGauge / Directness BV Let’s set the scene +60% Response from all customers is possible. That’s a lot of engagement. • We invite most customers by email – Industry stats say email click through = 3.4%* • Yet we can achieve average completed Survey Responses of – B2c 25% – B2b 40% • This is all customers, not a subset chosen for “surveying” • Our top clients achieve 60% response. • How? *Mail Chimp Average
  7. 7. © CustomerGauge / Directness BV The 10 Steps to Response Success Travel Client: 48% Response - with HALF commenting Also, half also gave a “10”. This is from ALL customers! 1. Relevance 2. Set Expectations 3. Qualified Data 4. Timing - Interval 5. First Impressions 6. Mobile Optimised 7. Following Through 8. Tell them again 9. Timing – Day/Time 10. Manners
  8. 8. © CustomerGauge / Directness BV What do we do? • We use all the rules for our clients • Simple email • Short surveys
  9. 9. © CustomerGauge / Directness BV Typical approach… • Not optimised for mobile devices • 40 questions!
  10. 10. © CustomerGauge / Directness BV 1. Relevance • Is it a relationship or transactional? – B2B / B2C • What is the impact on customer? • For a customer to care, they need to invest time and money – Example of Free Products, low response 10% – High involvement: 50%+ • Set your expectation – maybe only survey certain customers? Response% Value or investment The higher the order value the higher the response rate
  11. 11. © CustomerGauge / Directness BV 2. Set Expectations • It’s important to tell customers ahead of time – This also helps get around privacy issues • Alert customers ahead – especially in b2b • You should expect some rejections – 0.5% Unsubscribe (range 0.2 – 2%) “You may be surveyed after this transaction - We would really like your help to improve our service” Example b2b Model “Contract” between you and clients • • • • • • •
  12. 12. © CustomerGauge / Directness BV 3. Qualified Data • Quality of list is essential – clean email is essential – B2b/b2c – make concerted efforts to collect email – Ask customers to confirm email at different touchpoints • You need a system that will help you clean data – Use bounces, unsubscribes • Data ages! – (go-aways etc, about 15% a year) – Regular sending is better – check 2x a year From CustomerGauge Reporting Responses 209 Data in: 720 Response = 28% With bounces etc taken out Actual sent: 658 REAL RESPONSE = 32%
  13. 13. © CustomerGauge / Directness BV 4. Time Interval • What is the best time after a transaction to survey? – Ecommerce: 7 days after order (chance to experience delivery, product) – On-site Service calls: 1 day (Major applicance vendor) – Support on phone: 10mins (Company example gives 60%+ response) – B2b: We recommend 2x to 3x a year
  14. 14. © CustomerGauge / Directness BV 5. First Impressions • Time: You only get 3 seconds to make an impression (and 11 seconds to read) • Consider: – Subject line - Keep it short: 50 characters or less works best. According to MailChimp, 28-39 had the highest click rate in a study of 200 million emails. – Body of email (creative) – Pictures – Signature • Tip: Avoid Spam (see resources on web – no free offer etc)
  15. 15. © CustomerGauge / Directness BV Email Design Frame your subject as a question and keep it short!! Clean design, concise email content Emphasize on less time needed to complete the survey Stand out survey link
  16. 16. © CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. How did we do it?
  17. 17. © CustomerGauge / Directness BV Tell us what you think!... Two questions from IMR
  18. 18. © CustomerGauge / Directness BV We would like to know what you think of us
  19. 19. © CustomerGauge / Directness BV
  20. 20. © CustomerGauge / Directness BV Different looks desk and mobile
  21. 21. © CustomerGauge / Directness BV 6. Mobile Friendly • Why is mobile important? – +50% reading on mobile • Average b2c up to 43% • IOS now up to 25% – B2b 22% and rising • What is different? – Size, functionality – Attention span! • SMS surveys – 85% prefer to open link and answer in browser! Soon 60% of emails will be read on mobile…..
  22. 22. © CustomerGauge / Directness BV 7. Following Through • Survey qualities – Short is good – Especially on mobile – Average survey time 1,27m • Do you need to ask question? – Each page drops 5 – 15% • Expect 50% comments • Use a social bar (Twitter etc)
  23. 23. © CustomerGauge / Directness BV 8 Tell them again • Power of a reminder: – Get 50% extra response from a well timed reminder • Example: 21% response 1st email, 13% reminder after 7 days = total 34% • But not too much – Don’t overspam – regulate with unsubscribe stats 0 5 10 15 20 25 30 35 40 Email Secondary Primary
  24. 24. © CustomerGauge / Directness BV 9 Timing in the week • Experiment to find the best day to send • Thurs/Fri best for b2c – Send reminder on another day • Can make +3% difference The closer to the weekend the higher response rate
  25. 25. © CustomerGauge / Directness BV 10. Manners • Remember to thank responders • Tell them what you learned and what you will do with the information. • Why? Because customers repeat. • Top customers have double response rates: Say “Thank You”
  26. 26. © CustomerGauge / Directness BV Bonus: Video NPS • CustomerGauge embeds email in survey invitation. • Works well on desktop or mobile. • Increases response by around 10%* • *testing in Sept/Oct 2013
  27. 27. © CustomerGauge / Directness BV Video NPS • Helps with branding • Using a video boosts Comment rate 30%
  28. 28. © CustomerGauge / Directness BV Bonus: Survey Completion Time
  29. 29. © CustomerGauge / Directness BV SUMMARY The 10 Steps to Response Success THANK YOU info@customergauge.com1. Relevance 2. Set Expectations 3. Qualified Data 4. Timing - Interval 5. First Impressions 6. Mobile Optimised 7. Following Through 8. Tell them again 9. Timing – Day/Time 10. Manners
  30. 30. © CustomerGauge / Directness BV Survey visits by technology (2013) • Mobile technology (including tablet) continually erodes desktop presence • Does not necessarily means desktop can be ignored since it still represents more than 60% of total survey visits
  31. 31. © CustomerGauge / Directness BV Selected Clients: Shift to Mobile
  32. 32. © CustomerGauge / Directness BV Survey by email client* Others 55.4% Microsoft Google Yahoo 44.6% Send rate * Email Client e.g. gmail, outlook, ymail, gmx, etc Nearly half of all traffic is to three domains
  33. 33. © CustomerGauge / Directness BV Survey by email client Microsoft 19% Yahoo 17.8% Others 55.4% Microsoft Google Yahoo Google 22% Average Completed RateSend Rate Yahoo 21.6% Response is broadly similar on each email domain
  34. 34. © CustomerGauge / Directness BV B2B Benchmark by numbers 0 100 7119 Response Rate 32 0 100 Comments Rate 13 81 56 -100 100 69 36 NPS 13 0 100 Bounce Rate 13.6 4.2 Based on 15+ clients
  35. 35. © CustomerGauge / Directness BV B2C Benchmark by numbers 1000 597 Response Rate 22 0 100 Comments Rate 22 68 42 -100 100 72-29 31 NPS 0 100 14 Bounce Rate 2 Based on 15+ clients
  36. 36. © CustomerGauge / Directness BV Mobile Vs Desktop Response Rate 7.4% 13.8% Comments Rate 78.4% 52.3% Avg. Comments Length 61.8 char 73 char Customer with L1L2 67.9% 75.9% Average L1L2 selected 8 5 Higher comments rate for mobile Customer more engaged by giving more L1 L2
  37. 37. © CustomerGauge / Directness BV Survey Email & Appearance (mobile)
  38. 38. © CustomerGauge / Directness BV Video Engagement Useful stats, measures of engagement
  39. 39. © CustomerGauge / Directness BV Survey Follow Up -100 100 69 23 NPS -29 With Follow up Not followed up -100 100 72 34 NPS -5 Workflow Response Time (hours) 0 720 506 (21 days) 201 (9 days)6 How to boost your NPS: Follow up open cases! 11 points difference!
  40. 40. © CustomerGauge / Directness BV 7 Steps to NPS Greatness 1 2 3 4 5 6 7 Measure NPS score 1st time Share Customer Feedback around business Categorise feedback, unders tand drivers Reduce Detractors Team approach to solving problems Activate Promoters Use for Sales Management Internal culture change Bonus staff Improve Response DigSignage Manual Tagging Use L1/L2 Waterfall Workflow (firefighting) Thank You Emails Push Reporting Custom Dashboards Use Response Dashboard Lifecycle Activate Promoters Testimonials Climbers/Fallers CRM integration Mix of Transactional and Relationship Basic CG, in app upload etc Company Actions CustomerGauge Features Shareholders Marketing Mgr CEO & Chairman CFO/COO CMO VP Sales etc ALL STAFF “LONE WOLF!” SHAREHOLDER MEETINGS PR USE IN SELLING
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