Since the 90s, the internet has cemented itself as an integral portal in the lives of all consumers. Alongside it, other technologies and platforms like smartphones, Netflix, Spotify, and Uber have been shaking up the business landscape drastically.
In the last two decades, as we’ve watched the world around us adapt to these innovations, we have seen a shift in the dynamic between businesses and their customers. Online social networks and review platforms have dispersed the power, and today what your customer thinks and feels about your brand is more important than ever before.
How we measure customer satisfaction has also evolved to keep up with the changing market. Gone are the days of mystery shoppers, now businesses can tap into the insights of actual customers as soon as a transaction is complete, using databases and online feedback platforms.
Net Promoter Score (NPS) is one tool that has grown in popularity, due to the ease of implementing it online and it’s reliability in determining customer loyalty and therefore revenue growth.
But even NPS has had to evolve and become smarter. This has led to the development of a second question, that gives insight into why customers rated their experience as they did. So now, rather than customers simply rating how likely they are to recommend your business on a 1-5 or 1-10 scale, they can explain why.
While traditional NPS is easy to measure and produces a number you can track, it doesn’t narrow in on why your customers feel this way. Finding out why a customer responds the way they do can enhance the data you have on your customers and make the customer experience better.
Smart NPS delivers customer insights, using questions tailored to extract maximum information, and which also directly relate to the rating given by the customer.
10/10 score: “Can you tell us what you enjoyed about your experience?”
7/10 score: “Can you tell us what we need to improve on for a higher rating next time?”
4/10 score: “We obviously didn’t get it right this time, can you tell us what went wrong?”
Now you have engaged with your customer and narrowed in on what they think, it’s time to manage that feedback and use it to your advantage. Smart NPS can take responses and automatically direct them towards the most appropriate next course of action - be it amplifying great customer feedback online or resolving the issues of unsatisfied customers.
Rather than having feedback building up in a database to be analysed by a manager when they find the time, Smart NPS is activated immediately in the business through an alert system that allows customer feedback to be shared with staff while it is still relevant.
To ensure your business is collecting the right kind of feedback take a look at our e-book Collecting the Right Kind of Feedback.