Gainsight is a versatile tool for surveys. Deep-dive into the approach and setup for sending NPS Surveys and more. How can you leverage Copilot to make the survey experience easier?

1. How and When to Send Surveys
Tracy Zundel, Customer Success Director
Certified Net Promoter® Associate
Easton Taylor, Sr. Customer Success Manager

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• Survey Overview:
• Types of surveys
• Survey Methodology
• When to Survey?
• Pitfalls to Avoid
• How to send Surveys via CoPilot
Agenda

3. Types of Surveys

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Transactional Surveys
• Issued after a particular event, activity, project or milestone
takes place
§ Examples include:
ü Implementation or project completion
ü Support interaction
ü Training occurred
ü Customer Stage changed
ü Company event or webinar
• Simplest to manage as an automated, triggered action
§ Set and forget it
Survey Types

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Relationship Surveys
• Sent to customers periodically in order to
§ Gauge sentiment
§ Identify potential Advocates
§ Proactively manage Risk
§ Gather feedback and gain insight into your strengths and
areas for necessary improvements
§ Take ACTION and enhance the overall customer
experience
Survey Types

6. Survey Methodology

7. Net Promoter Score® (NPS)
• Customer loyalty metric developed in 2003 based on the concept that a
company’s customers can be categorized into three categories:
Promoters, Passives & Detractors
• Objective: Obtain a clear & easily interpretable score to compare over
time and between different customer segments
• Participants are asked “How likely is it that you would recommend
[our company] to a friend or colleague?”
• The question is answered on an 11-point rating scale, ranging from 0
(“Not at all likely”) to 10 (“Extremely likely”)

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• Promoters (9 or 10) = Advocates
• Passives (7 or 8) = Satisfied but not enthusiastic
• Detractors (0 to 6) = Dissatisfied = RISK
Net Promoter Score® (NPS)

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• Research by the Corporate Executive Board (CEB), creators of CES,
showed that “Service organizations create loyal customers primarily by
reducing customer effort – i.e. helping them solve their problems quickly
and easily – not by delighting them in service interactions”.
• More information on CES:
https://hbr.org/2010/07/stop-trying-to-delight-your-customers
Customer Effort Score (CES)

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• Typical CSAT question and scale are:
§ How would you rate your experience with __________
o Very Unsatisfied/ Unsatisfied/ Neutral/ Satisfied/ Very Satisfied *
• When to ask additional questions?
§ When responses will help pinpoint challenges to address and/or
identifying strengths to leverage
o Examples: Implementation, training, events
§ Critical consideration: Is your question actionable?
§ Rule of thumb: limit to no more than 6 questions
• For additional insight on CSAT, CES and NPS methodology:
https://www.checkmarket.com/2014/11/csat-ces-nps-compared/
CSAT and other Questions
* Tip: Keep your scales consistently in the same direction – low on the left and high on the right

11. The Burning Question: When to Survey?

12. Contract
Signature
Training
Implementation
Complete/
Go Live
X Months
from
Contract
Start
Additional
Training
X Months
from
Contract
Renewal
New project
Complete
Support
Tickets
Customer
Conference
Expansion
Seasoned
Customer
AdoptionOnboarding
Surveying Along the Customer Lifecycle
Customer
Advisory
Board
Use your Customer Journey Map to identify touch points where ongoing
Surveys will be most informative

13. Survey Planning
• Establish a regular survey cycle so you can monitor trends
• Send Relationship Surveys no more than 2x a year
§ Allow ample time to identify potential challenges with renewals!
§ Gainsight surveys our customers every 6 months from their
contract date
• Avoid Survey Fatigue:
§ Coordinate your survey plan across departments to create a
comprehensive strategy and avoid a fractured process
Ø Maintain a survey & communication calendar

14. Survey Planning
• The right timing is important to achieve best possible response
rate
• Think about when your survey will be
1. Most likely to be seen and taken right away
2. Higher on recipients priority list
• Avoid before and after holidays and popular vacation times when
folks are preparing to take time off or playing catch-up
• Don’t send on Mondays or Friday, for same reasons

15. Survey Planning
• Consider other possible influencing factors
§ Non-US recipients
Ø Different holidays and vacation seasons
Ø Cultural impact on questions, such as NPS
§ Industry
Ø Busiest times of year will vary for certain types of
businesses

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Most importantly:
Ø Listen to your customers
Ø Take action
Ø Close the loop!
Survey Planning
This will increase the likelihood of
future responses and let your
customers know it is all about them

17. A Word About Potential Pitfalls…

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1. Begging for high scores
2. Leading the witness
3. Strategic timing
4. Picking favorites
5. Visions cues
6. Eliminating responses
7. Skewing the data
8. Educating
9. Survey Mode
10. Compensating participants
10
Ways
You
Might
be
Ar4ficially
Infla4ng
your
NPS
Score®
*
* Insight courtesy of Evan Klein with Satrix Solutions:
http://www.satrixsolutions.com/10-examples-of-how-you-are-artificially-inflating-your-net-
promoter-score/

19. How to Send Surveys via CoPilot

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Benefit #1 – Dynamic Recipients
Send Surveys via CoPilot

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Benefit # 2 – Daily Emails off Date Fields
Send Surveys via CoPilot

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Benefit # 3 – WYSIWIG Email Editor
Send Surveys via CoPilot

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Step # 1 – Create and configure a Survey
Send Surveys via CoPilot

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Step # 2 – Create an Email Template
Send Surveys via CoPilot

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Step # 2 – Create an Email Template
Sending Surveys via CoPilot

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Step # 3 – Send a CoPilot Outreach
Send Surveys via CoPilot

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Step # 3 – Send a CoPilot Outreach
Sending Surveys via CoPilot

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Step # 3 – Send a CoPilot Outreach
Send Surveys via CoPilot

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Step # 3 – Send a CoPilot Outreach
Sending Surveys via CoPilot

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Analyze
Send Surveys via CoPilot
Data is illustrative

31. Resources

32. Satrix Solutions: http://www.satrixsolutions.com/
Customer experience consultants and Net Promoter® Loyalty Partner
Waypoint Group: http://waypointgroup.org/
B2B customer experience industry consultancy and Net Promoter® Loyalty Partner
Tempkin Group: http://www.temkingroup.com/
Customer experience research, consulting and training firm
Bruce Tempkin’s Blog “Customer Experience Matters”
https://experiencematters.wordpress.com/
http://www.netpromoter.com/
http://www.satmetrix.com/
Additional Expert Resources

33. Questions?