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NPS: Buyer Fatigue

You see it everywhere, the little survey question, “On a scale from one to ten, ten being the highest, how likely are you to recommend us to a friend?” Restaurants, hotels, home maintenance companies, most service providers are using the NPS (Net Promoter Score) survey.

Businesses like NPS because it’s simple: one question that provides measurable results. You can tabulate results and bench mark them against industry standards. The NPS survey offers a great lagging indicator of a company’s customer service.

Customers like NPS for the same reasons. Who wants to answer five survey questions when one will suffice? With NPS the chore of answering quality surveys isn’t so bad. The survey is simple and easy and consumers like that. Unfortunately, eventually, even simple tasks become tedious. Kind of like Friends reruns, the NPS is growing tired and annoying

We’ve been using NPS at Wolfgang for about a year. The customer feedback has been interesting. Not to brag but . . . our survey scores are way above industry standard, toot – toot. But getting customers to answer the survey is beginning to feel like pulling teeth. Soliciting a legitimate response is requiring more and more creativity.

Makes me think that other businesses are facing the same challenge?

Here’s our Top Ten Do’s and Don’ts for NPS:

  1. Don’t bribe your customers, “answer this questions and you get a coffee gift certificate” The bride taints your responses.
  2. Do surprise your customers with a thank you note or small offering after the survey response is received.
  3. Don’t hold your customers hostage,  “answer this and you get your job completion package” It’s a survey question not high stakes negotiations.
  4. Do let people know that their feedback is important, “your feedback matters, we listen to you and make changes”
  5. Do have fun, “Just what you wanted, one more exhilarating survey question . . .”
  6. Do add the question “Is their anything we can do better?” Responses to open ended questions often provide the most valuable data.
  7. Do be persistent. Send the survey digitally and the follow up verbally. Shoot for an eighty percent response rate to get a real feel for you companies performance.
  8. Do way the comments against the score. If the comment is negative and the score is  generous, put more weight in the comment.
  9. Do bonus your entire organization on the survey results. Customer satisfaction is more important than revenue and profits. In fact, satisfied customers drive your revenues and profits.
  10. Do read the Ultimate Question by Fred Reichheld.
 
Dave Notte

About the Author: Dave Notte

Dave Notte is the founder of Wolfgang Commercial Painters, one of Metro Vancouver's largest commercial and strata painting companies.
 

Wolfgang Commercial Painters

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