Every business has “moments of truth” where a crucial customer interaction happens—like a support ticket being resolved, a networking event concluding, or an onboarding period wrapping up. These moments are goldmines for customer insights, and we’re big believers in capturing feedback at these key junctures.
⚠️ But First—A Word of Caution
While event-based surveys are valuable, focusing exclusively on them can limit the depth and range of your customer insights.
We've found that when customers prioritize only these specific "moments," they often miss out on broad, actionable feedback that would come from a general “Touch Base” NPS survey.
A broader approach gives you the widest-angle view of your customer experience and helps you establish a reliable baseline NPS. This baseline is key for tracking progress over time and setting a foundation for more targeted follow-up surveys.
🎯 Recommendation: Start broad. Once you’ve established a solid understanding of your CX baseline, layering in event-based follow-up surveys will be far more impactful.
✅ Already Have Your Baseline NPS?
That’s great! You’re in a strong position to begin layering in targeted, strategic feedback surveys. If you’re skipping the broad NPS approach, just be aware that you’re capturing feedback from only a narrow subset of your customer experience.
📊 Executive teams often expect a holistic CX metric. If you’re focusing only on specific events, be sure this approach aligns with your organization's goals and leadership expectations.
🧠 Things to Consider Before Launching Follow-Up Surveys
🎯 1. Make a Plan for What You’re Trying to Learn
Follow-up surveys should be intentional and tactical. Don’t just send a survey because you can—choose a clear metric and define a goal. What specific feedback are you hoping to gather?
🙋 2. Properly Resource “Closing the Loop”
Once responses begin rolling in, you need to be ready to respond thoughtfully. Best practice: reply to every customer regardless of score. If that's not possible, start by focusing on Detractors—restoring their trust can have outsized impact.
🔁 3. Set Up a Recurring Send Scheduler
Event-based surveys are often one-time, but customer sentiment evolves. We recommend using a Send Scheduler to continue sending surveys at recurring intervals following the initial event. This helps you maintain a strong feedback loop and ensures you stay in sync with your customers over time.
💬 Let’s Hear From You!
We’d love to hear how you’re using Follow-Up Surveys to drive value in your organization. Share your use cases, wins, and learnings in the comments below.
🙋 Need Help?
Reach out via the in-app chat bubble or email us at support@asknice.ly — we’re happy to assist!