The only way to measure your Net Promoter Score is to collect data from your customers. After making the decision to pursue NPS tracking as a part of your customer satisfaction strategy then you need to make a decision. You need to decide on the best way to engage your customers so that you can get their responses.
Depending on the nature of your business, you could be interacting with your customers in a huge variety of ways – from face-to-face interactions like shop purchases, restaurants, and home visits, to remote contact via the internet or other methods.
These points of contact bring with them their own challenges, but there’s a method available to suit every business. Loosely, they can be grouped together on the basis of face-to-face or internet business.
NPS for Internet Businesses
If your business is primary conducted over the internet, then it’s usually fairly simple to contact your customers. Online surveys can be easily incorporated into websites, either directly into pages or as pop-ups.
Also, when companies and individuals transact over the internet, it’s very common for an email address to be collected, for the delivery of digital receipts. This adds another avenue via which a survey invitation can be sent or included as part of the usual email communications. It’s also possible to directly integrate the NPS survey into an email, so that the content of the mail contains the question and links that, when clicked, will transmit the response back into the survey system.
NPS for Face-to-Face Businesses.
In the physical or face-to-face environment, it can be harder to collect NPS data with an online survey, though again there are a range of options available.
The simplest is simply to publicise a web link that customers can visit to leave feedback. There’s a fairly high barrier to participation with this – the respondent needs to take the effort to access a digital device and enter the right web address to access the survey. Incentivisation can help with this though incentivised feedback surveys can suffer from bias. People are more likely to be positive in their feedback if they think there’s a prize involved, even if it’s made clear that there’s no connection.
Survey links as QR codes offer a shortcut to this process by taking out the “entering the web address” step and using the QR format to communicate the link, read automatically by a smartphone camera.
One of the best options available to businesses that need to collect data in the retail, restaurant, or event environments is a kiosk survey, where a device is set up somewhere that respondents can access, and they use it to give responses. This format has some limitations – it’s obviously not ideal for in-depth and lengthy surveys, but they can still yield useful data.
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