Customer feedback is invaluable. Studies indicate that for every customer who bothers to complain, 26 other customers remain silent.1
What to do with the NPS feedback?
Once you have your NPS feedback survey up and running: what are you doing about the feedback? Just measuring your Net Promoter Score® and bringing customer feedback to the product division is not enough. You have to respond to every single customer feedback.
Detractors need the most attention ‐ and need a response ASAP.
Passives also need attention ‐ and need a response ASAP.
Promoters are the people generating your word-of-mouth marketing. You should thank them and help them.
When one of your customer takes some of their valuable time to give you feedback, the least you can do is let them know that this information is valuable and thank them.
How to act when you receive a NPS response through FanExam
FanExam allows you to set up an automatic workflow whenever one of your customers answers a NPS survey. The most used automation is a simple email to a customer service person. Other possibilities include sending a Slack notification to your customer team or using Zapier for channeling the feedback into your systems.
Whatever system you use, it is important that a human answers the NPS survey. Don’t just send an automated thank you!
Customer Feedback from Detractors and Passives
When you have a Detractor giving feedback, a first step is to acknowledge the response, and then propose a solution which resolves the customers grievances. If you do this well, Detractors often will become Promoters later on.
Customer Feedback from Promoters
Promoters can be powerful allies for your product or service. These are your champions. Our recommendation is to thank for the feedback, and ask if there is something you can do to improve the customers experience. As a followup you can ask for example for a review or testimonial.
Studies indicate that customers believe up to 24 hours is reasonable for an email response. However, a quicker response is a good way to stand out from competition and prove to customers that you value the relationship. This is especially true for negative feedback.
1. White House Office of Consumer Affairs
FanExam measures where your users give feedback in your SaaS / website. You can see the exact page and website address where the feedback was given.
Why is this feature so important? Seeing the feedback location allows you to associate user experience and feedback rating. This feature is most important for open text feedback. Because you see exactly where the issues in your website are, and where users are happy.
How can you see the page where your users left feedback?
In your Fanexam account, go to Dashboard > Export Data and in the columns to be exported choose “URL”. Export your data, and you can see the locations where the NPS feedback was given. Once you have exported your data, you can use them in a spreadsheet like excel or Google Sheets.
When Zola started their business as an online wedding registry, their founder and CEO Shan-Lyn Ma had to confront many assumptions an unknowns. So they used two research tools to uncover what their customers really wanted:
- Net Promoter Score surveys
Both of these led Zola revise their offering and adapt to what their customers wanted. We learned about this NPS case study from an excellent article at firstround.com.
Like the method used in FanExam, Ma used a NPS survey on their website to question visitors and customers if they would like to recommend Zola to someone else. What is interesting about this use case is that Zola choose to focus on Detractors as a channel to hear straightforward advice. In their experience the feedback from Promoters was less clear.
Ma choose to offer the NPS survey to their customers monthly. This is more frequent than we advise per default in FanExam, but it makes sense for their specific offering (actually FanExam allows you to set the survey frequency such that it matches your specific audience preferences and your goals). As CEO Ma says: “You want to reach out when your customer is ready to give feedback and when they have a good basis for that feedback, not when it’s most convenient for you as a company.”
I can really recommend to read the whole article at firstround.com:
Disclaimer: FanExam has no affiliation with firstround.com and Zola.
What is happening with customer feedback?
The world of customer feedback is changing, and customer centric companies start to overwhelm their customers by asking for feedback through to many channels. There are many reasons for this, but most notable is that customers interact with their computers, laptops and phones with the same service. And each device opens a new feedback channel. Add to this email and calling, and it is easily seen how customers can feel overwhelmed. And while it might feel unfair, customers just want an easy way to give feedback. They expect that someone acts on the feedback. They expect that a person (Gasp!) comes back to them if necessary.
The old approach
The old approach is to offer as many feedback channels as possible. Have a helpdesk software. Ask customers here for feedback. Have a survey on the website. Send out emails asking for a reaction. This is to much and to disparate.
The old approach no longer works, because customers get fed up. And your company drowns in disparate feedback silos.
The new approach
A new way to think about feedback: Just ask for so much feedback that your customer feels heard and that you can actually act on the feedback. If you don’t act on feedback, customers will feel that their effort is wasted. And that is true.
FanExam is working on their next generation NPS platform. We make this vision a reality.
With FanExam you can choose an optimal NPS survey position to get high response rates. NPS survey design influences response rates and user experience. Have you ever wondered why the FanExam NPS survey position is in the top-middle of a webpage? We have! The top-middle position was chosen because tests revealed that this results in very good response rates.
With increasing use of FanExam in different applications, ranging from Software as a Service (SaaS) to websites, hotel booking sites and software testing sites, we have learned that a one size fits all approach does not work. The result is an updated settings page. The new options under Survey Design let you preview and select different NPS survey positions.
How to choose a NPS survey position
Some of our customers are using FanExam as an internal tool to measure feedback. Some users may see the FanExam survey multiple times because of specific setup and testing requirements. In this use case response rates are still important, but also user experience is increasingly important. We have added the option to show the survey as a top or bottom bar:
Or in the lower right corner:
NPS survey recommendation
We still recommend to start with the default top middle NPS survey option. This option ensures the highest response rates and thus the highest representativeness of your survey.
How to set the NPS survey position
Go to the FanExam Settings page, choose Survey Design and select a position.