Try this question instead of the usual “likelihood to recommend”
In a previous newsletter, I introduced an alternative to the Net Promoter Score (NPS) that replaces the 0-10 scale with three options, which capture more nuanced feedback from customers:
No. I wouldn't recommend.
Yes. I'd enthusiastically recommend.
Yes. I'd recommend but I'd mention a few things I don't like.
This approach eliminated the ambiguity of what a "6" on the 0-10 scale really means and uncovers critical feedback from satisfied customers, which often goes unnoticed.
After reading a recent newsletter from startup coach Matt Lerner, I realized that I had ignored another opportunity to improve the robotic nature of the Net Promoter Score.
Matt suggests directing customers who answer the NPS question by clicking "Yes, I'd recommend" to a page with the following prompt:
We're glad you'd be willing to recommend us. Can you think of anyone now? Enter their email address below, and if they join, we'll give you each [small reward].
Both Matt and I are referring to recently acquired customers responding to a survey sent via email. But I didn’t think to use the survey as a marketing device like he did.
In retrospect, I should have.
His recommendations aligns with my interest in surveys that not only measure customer sentiment but also influence their behavior. The "Happy or Not" smiley terminals at airports are a good example of this concept.
That’s all for this week.
