Every business has “moments of truth” where a crucial customer interaction happens, like a Support Ticket being resolved, a networking event coming to a close, or an onboarding period reaching completion. There are tremendous insights to be gained by having visibility into these “moments of truth”, and we are absolutely champions of taking this approach to gathering feedback...
...However! With that said, we have found that customers who prioritize capturing insights into these specific moments run the risk of narrowing the focus of the surveys, thereby cutting out oceans of meaningful, actionable feedback that they would have received by just sending out a simple "Touch Base" NPS survey to establish your baseline NPS.
A broad & general approach will give you the widest-angle view of your customer feedback and will equip you with the insights needed to jump into a more tactical, events-based surveying strategy - this is our recommendation for all accounts, no matter the size, industry, or strategic background.
If you’ve already got your baseline NPS and know where you stand, that's great! Let's take AskNicely to the next level with some "Follow Up" surveys. Or, if you are just not interested in capturing that "wide angle" touch-base feedback, we totally understand - just bear in mind that the responses you get are only a narrow subsection of your overall customer experience. Typically, what an executive team is looking for when starting with NPS is an overall CX metric across the entire organization, so be sure you are in alignment with your leadership when diving directly into strategic, event-based surveying.
Here are a few other things to consider when planning your "Follow-Up" Surveys:
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Make a plan for what you are trying to learn
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Tactical surveys require tactics. Choose a metric and a goal for what you hope to achieve by sending your surveys.
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Tactical surveys require tactics. Choose a metric and a goal for what you hope to achieve by sending your surveys.
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Properly resource “Closing the Loop”
- Make sure that when Responses start flowing in from the Contacts you are surveying, you have enough manpower to respond back to them; our best practice is to respond to everyone, regardless of score, but you are going to at least want to get back to your Detractors to begin the process of winning back their trust.
- Make sure that when Responses start flowing in from the Contacts you are surveying, you have enough manpower to respond back to them; our best practice is to respond to everyone, regardless of score, but you are going to at least want to get back to your Detractors to begin the process of winning back their trust.
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Consider setting up a Send Scheduler to send recurring, ongoing surveys after the initial event-based survey.
- Follow-up surveys are typically a one-time event, but just because your customers aren't interacting with you in that specific context doesn't mean that they don't still have opinions about your services and your brand. We recommend using a Send Scheduler to send out recurring surveys to your customers after they've had their initial survey. That way, you can touch base with them at regular intervals and make sure you are staying on track.
We would love to hear some instances where you're driving value for your organization by utilizing "Follow-Up" surveys in the comments below! And if you ever need assistance, please reach out to our excellent Support Team at support@asknice.ly.