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When you write a story, what is the first thing you should think about? Your audience. The same holds true for your Net Promoter Score survey. Really, writing a survey question is just another type of storytelling. You can use your creative writing skills to make your NPS question more effective and increase your survey response rate.
After all, “The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon,” according to Brandon Sanderson, author of “The Way of Kings.”
What is Net Promoter Score (NPS)?
Net Promoter Score surveys are a type of customer experience survey. They are good for gathering real-time customer feedback and building customer relationships. The NPS question starts with, “How likely are you to recommend our company to a friend or colleague?” But it can also be so much more.
Remember that your NPS survey represents a valuable customer loyalty metric. Viewing customers through this lens gives customer success teams a better way to build healthy, long-lasting customer relationships. Solid customer data helps your customer success teams predict and prevent churn.
Now we’re going to tell you exactly how to write an NPS survey question to grab your customer’s attention and get the feedback you need.
Tip No. 1: make your survey personal
When you send a survey, you are trying to become part of your customer’s story. We respond best to the stories where we identify with the main character, and we feel as though we have walked in their shoes.
Your aim is for customers to see themselves reflected in your survey question. And there are some very good reasons for doing this. 73% of customers want brands to make the shopping experience more personal. Personal experiences drive loyalty.
We tend to respond very well when others use our name in their communication with us. As Dale Carnegie says, “Remember that a person’s name is, to that person, the sweetest and most important sound in any language.”
You have the ability to make your NPS question much more personal by using your customer’s name and other relevant details. Survey software allows you to personalize your survey greetings and language with merge fields.
For example, like this(full disclosure—this survey is not made with GetFeedback):
Image source: MyCustomer
When this technique is used sparingly, it is even more effective.
Tip No. 2: ask about the why
If you wrote a story that was all fact and no drama, it wouldn’t be very interesting at all. We naturally want to be told the why behind the characters: we crave knowing what drives them to do the things they do. The same goes for your NPS survey.
Of course, the purpose of your survey is mainly to gather quantitative data about your Detractors, Passives, and Promoters. That’s one of the main advantages of the NPS format for a survey. On the other hand, you can also ask for …read more
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