Presentation from a CustomerGauge best practice webinar. 13 feb 2013. Contains the 10 steps to maximise response to 60% and beyond.

1. EVERYONE
EVERYWHERE
Maximising Your Net Promoter® Response
13 February 2013
Adam Dorrell
CEO Directness
Adam.dorrell@directness.net
*Net Promoter, NPS, and Net Promoter Score are trademarks of
Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

2. Introduction
• 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
– Vivek Jaiswal
*Net Promoter, NPS, and Net Promoter Score are trademarks of
Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
Thomas S Watson, IBM 1921

3. ADVERTISEMENT
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

4. Let’s set the scene
• We invite most customers by
email
– Industry stats say email click
through = 3.4%*
60%
Response
• Yet we can achieve average
completed Survey Responses
of
from all
– B2c 25% customers is
– B2b 40%
possible.
• This is all customers, not a
subset chosen for “surveying”
• Our top clients achieve 60%
That’s a
response. lot of
• How?
*Mail Chimp Average
engagement.

5. The 10 Steps to Response Success
Travel Client:
1. Relevance
2. Set Expectations
3. Qualified Data
4. Timing - Interval
5. First Impressions
48%
Response
6. Mobile Optimised
7. Following Through - with HALF
8. Tell them again
9. Timing – Day/Time
commenting
10. Manners
Also, half also gave a
“10”. This is from ALL
customers!

6. What do we do?
• We use all the
rules for our clients
• Simple email
• Short surveys

7. Typical approach…
• Not optimised
for mobile
devices
• 40 questions!

8. 1. Relevance
Response%
• 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
Value or investment
– Example of Free Products, low
response 10%
– High involvement: 50%+
• Set your expectation – maybe
only survey certain customers?
The higher the order
value the higher the
response rate

9. 2. Set Expectations “You may be
surveyed after
this transaction -
We would really
• It’s important to tell customers like your help to
ahead of time improve our
– This also helps get around privacy service”
issues
• Alert customers ahead –
especially in b2b
• You should expect some Example b2b Model “Contract” between you
and clients
rejections – 0.5% Unsubscribe • Your feedback is important to us
• We will solicit feedback on average two times a
(range 0.2 – 2%) year
• We will respect your time – very short survey of
2 questions max – will take less than 5 minutes
• Only a few people in your organisation
• We will read and act on all of the feedback,
board level if necessary
• We aim to improve service
• We will be transparent with feedback and share
your results with you at least once a year

10. 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! From CustomerGauge Reporting
– (go-aways etc, about Responses 209
15% a year) Data in: 720
– Regular sending is Response = 28%
better – check 2x a
year With bounces etc taken out
Actual sent: 658
REAL RESPONSE
= 32%

11. 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 a year

12. 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)

13. 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

14. How did we do it?

15. Tell us what you think!... Two questions from IMR

16. We would like to know what you think of us

18. 6. Mobile Friendly
• Why is mobile important?
– Up to 43% reading on mobile
• Average b2c up to 33%
• IOS now up to 25%
– B2b 12% and rising
• What is different?
– Size, functionality
– Attention span!
• SMS surveys
– 85% prefer to open link and
answer in browser!
Soon 50% of emails will be
read on mobile…..

19. 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)

20. 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 40
unsubscribe stats 35
30
25
20 Secondary
15 Primary
10
5
0
Email

21. 9 Timing in the week
The closer to the weekend the
• Experiment to higher response rate
find the best
day to send
• Thurs/Fri best
for b2c
– Send reminder
on another day
• Can make +3%
difference

22. 10. Manners
•
•
Remember to thank responders
Tell them what you learned and
what you will do with the
information.
Say
•
•
Why? Because customers repeat.
Top customers have double
“Thank
response rates:
You”

23. SUMMARY
The 10 Steps to Response Success
1. Relevance THANK YOU
2. Set Expectations info@customergauge.com
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

24. Mobile Vs Desktop
Higher comments
rate for mobile
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
Customer more engaged
by giving more L1 L2