Response best practice webinar 12 feb2014 2

© 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

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

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

NPS Success
Analysis
COMMUNICATION
ACTION
NPS
SUCCESS
Time
to
close
issues
NPS
score
%
Engage
ment

Some Math
• Higher engagement =
higher NPS?
• Some clients at 80%
response (b2b)

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

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

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

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

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

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
•
•
•
•
•
•
•

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%

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

• 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)

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

© 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?

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

We would like to know what you think of us

Different looks desk and mobile

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…..

• 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)

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

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

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”

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

Video NPS
• Helps with branding
• Using a video boosts
Comment rate 30%

Bonus: Survey Completion Time

SUMMARY
The 10 Steps to
Response Success
THANK YOU
info@customergauge.com1. Relevance
2. Set Expectations
3. Qualified Data
4. Timing - Interval
6. Mobile Optimised
8. Tell them again
9. Timing – Day/Time
10. Manners

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

Selected Clients: Shift to Mobile

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

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

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

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

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

Survey Email & Appearance (mobile)

Video Engagement
Useful stats, measures of engagement

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!

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

Response best practice webinar 12 feb2014 2

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