Voice of Customer Surveys

Net Promoter Scores (NPS) serve as the foundation for VOC surveys.

Second To None’s Voice of Customer Feedback surveys (web, tablet and phone) are scored evaluations that enable your customers to provide critical feedback on their experience with your brand and employees.  The surveys generally consist of open-ended/short answer and multiple choice questions.

To maximize customer participation and minimize drop-out rates, we recommend that surveys be kept to a maximum of 5 minutes in length, typically allowing for 15-20 questions in total.

Net Promoter Score surveys focus on these core insights:

  1. The likelihood of your customer to recommend your product, service or brand;
  2. The likelihood of your customer to utilize your service or purchase from you in the future

Three significant benefits of the NPS approach are:

  1. Its ability to galvanize effort toward critical customer-centric business objectives;
  2. Simplicity;
  3. Its link to financial performance.

What NPS doesn’t provide is a clear path to action. For that reason, we recommend adding diagnostic richness to NPS by including several traditional customer satisfaction survey questions. We refer to this as NPS+.

This NPS+ model includes an NPS measure (e.g. likelihood to recommend), other key performance indicators of customer loyalty (e.g. relationship intent, overall satisfaction) and other factors that define and shape the customer’s overall experience (e.g. store appearance, associate interaction, wait time, etc.)

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