Is Your NPS Data Collection Aligned with Your Customer Journey?

Is Your NPS Data Collection Aligned with Your Customer Journey?

NPS BASICS AND BEYOND
Is Your NPS Data Collection Aligned with Your Customer Journey?
Data Types

Is Your NPS Data Collection
Aligned with Your Customer Journey?

key takeaway

Looking at NPS and the customer experience with a journey view is essential to understanding the types of data you need to gather.

Best Practice

Traditionally, gathering survey feedback has been the sole approach to understanding customer experience. We now know that survey data alone is inadequate to deliver the business outcomes you seek. A combination of data types is necessary to provide a holistic picture of loyalty, enabling models predictive of behaviors and financials. There are four categories of data to be organized along the customer journey.

Relationship Data
Traditionally surveys have been the sole approach to gathering relational feedback. Relationship surveys measure the customer’s end-to-end journey experience with your brand or organization. This series of events, some very important and some not so important, shape a customer’s perception of the entire relationship. Relationship data enables touchpoint prioritization and journey optimization. Additionally, relationship feedback maps the path of Promoters, Passives and Detractors, enhancing your ability to develop winning customer strategies. The relationship survey format needs to be robust enough to cover Likelihood to Recommend, journey stage experiences, brand reputation drivers and open comments while being concise and relevant to the respondent.

Transactional Data
Transactional surveys provide a real time flow of feedback data on a specific interaction or event. Transactional feedback enables quick service recovery and bottom-up root cause learnings that direct touchpoint optimization. Improvements made can be tested and monitored. However, we do not recommend a transactional survey for every touchpoint along the customer journey as improving the experience of a particular touchpoint may not improve business outcomes. Analysis of the relative impact of a particular touchpoint on NPS informs where to implement transactional feedback measures. The survey format for transactional feedback needs to be short and focused solely on a specific experience.

Operational Data
Operational KPIs aligned with high-impact journey touchpoints are essential elements in building a data architecture to support decision making, including the establishment of minimum performance thresholds by segment/channel. When thinking about KPIs, keep in mind the distinction between internally focused KPIs and customer focused KPIs. Delivery for instance is often a key touchpoint. You may have an internal KPI to track delivery time which measures time from order getting to warehouse to shipment leaving warehouse. However, the only KPIs that may matter from the customer perspective is the time from placing the order to delivery.

Financial Data
Financials are an extremely rich source of data, offering multiple opportunities to engineer desired outcomes for your business. Layering revenue over various customer journeys, e.g. journey by segment, journey by NPS category, journey by account, sharpens your ability to make changes in areas that will deliver the greatest impact on revenue growth and competitive position.

All four data types, when properly calibrated, are the underpinnings of predictive modeling.

go beyond basic nps data collection

Far too many programs stop at the foundational step of collecting NPS scores through surveys. Even those programs that follow the demonstrated best practices in this guide by building out additional sources of attitudinal data usually stop before they take the transformative step of including operational data, which is a critical building block for predictive scoring. A complete, connected, and continuous set of data is a prerequisite for predictive scoring and a visionary NPS program. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS
Manifesto

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS Manifesto

ABOUT OCX COGNITION

OCX Cognition delivers the future of NPS. We ensure customer experience success by combining technology and data science with programmatic consulting. In our Insights section, we present a comprehensive and evolving collection of resources based on our research and expertise, collected for CX leaders committed to delivering business outcomes.

Is Your NPS Data Collection Aligned with Your Customer Journey?

What Does a Good Survey Look Like?

NPS BASICS AND BEYOND
What Does a Good Survey Look Like?
Survey Format & Length

What Does a Good Survey
Look Like?

key takeaway

Successful survey-based feedback collection for NPS programs is a balancing act between your need to gather adequate, actionable feedback and your audience’s desire to easily and efficiently provide feedback.

Best Practice

Relationship surveys need to collect data about both key touchpoints along the customer journey and brand expectations, in addition to the overall relationship. Transactional surveys need to be focused on a few topics that are relevant to the specific experience or event.

Both relational and transactional formats need to begin with the appropriate primary metric and continue with a combination of open ended and driver questions to maximize both quantitative and qualitative analytics.

Regardless of feedback type, question flow needs to be smooth and logical, beginning with broad, top of mind feedback and continuing to specifics. Great questions lead to great responses which lead to great analytics.

Here are a few other considerations in crafting your survey questions:

  • Relevance of questions by segment and role
  • Clarity of language
  • Globally appropriate native language
  • Avoid question redundancy
  • Avoid asking what you should already know about your customer
  • Avoid asking about more than one thing in a driver question
  • Consider how well questions enable analytics
  • Consider whether questions address areas you are actually capable of taking action on
  • Survey length should be measured in minutes to complete.

When considering survey length, keep in mind that business clients have a lot invested in you and are willing to spend more time providing feedback than consumers. In a B2B scenario we recommend a relationship survey should be able to be completed in 5 minutes or less. For a B2B transactional survey, 3 minutes or less. For consumer relationship surveys respondents should be able to complete in 3 minutes or less. For consumer transactional surveys, completion should be possible in 1 minute.

Example

Source: Relationship Feedback Format, OCX Cognition.

Source: Transactional Feedback Format, OCX Cognition.

go beyond basic nps data collection

Far too many programs stop at the foundational step of collecting NPS scores through surveys. Even those programs that follow the demonstrated best practices in this guide by building out additional sources of attitudinal data usually stop before they take the transformative step of including operational data, which is a critical building block for predictive scoring. A complete, connected, and continuous set of data is a prerequisite for predictive scoring and a visionary NPS program. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS
Manifesto

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS Manifesto

ABOUT OCX COGNITION

OCX Cognition delivers the future of NPS. We ensure customer experience success by combining technology and data science with programmatic consulting. In our Insights section, we present a comprehensive and evolving collection of resources based on our research and expertise, collected for CX leaders committed to delivering business outcomes.

Is Your NPS Data Collection Aligned with Your Customer Journey?

How Fresh Is Your Data?

NPS BASICS AND BEYOND
How Fresh Is Your Data?
Survey Frequency

How Fresh Is Your Data?

key takeaway

Data on NPS and customer attitudes is like fruit. It goes bad very quickly. Business today moves so rapidly that what was once considered acceptable in terms of data frequency is no longer adequate.

Best Practice

At a certain point NPS and other customer experience data reaches its expiration date. It has lost its value in terms of relevance and the opportunity to act upon. A challenge for CX programs is ensuring the customer data disseminated to your organization is as fresh as possible.

When it comes to relationship feedback, sending surveys once or twice a year in “waves” is no longer adequate in terms of frequency. It also gives the impression to your employees that attention to NPS is only required once or twice a year, rather than an ongoing engagement with customers integrated into business operations. We recommend a “waveless” approach with surveys going out on a continual basis. It should be noted that this can be easily accomplished without impacting survey toxicity rules, which should remain in effect.

Where continuous surveying is not feasible, we have seen a batched approach work well. A subscription-based software company for example can use account batching with survey timing based on renewal date. The advantage is that feedback is available to account stakeholders 6 months in advance of renewal date. This gives teams time to intervene with at risk accounts in time to “save” the renewal. We recommend having your survey tool integrated with your CRM to seamlessly automate survey timing based on renewal date.

Below is an example from a software company who chose survey outcast 9 months in advance of renewal to provide sales teams with key information to guide their renewal strategies.

For transactional feedback there are two approaches to keep data flowing. Better in terms of real time feedback is the Always On option. This could be via a mobile app or a kiosk always ready to receive your customer’s feedback in the moment they are experiencing your product or service. The other is a triggered invitation to provide feedback at the conclusion of an event or interaction. The delivery mechanism could be text or email, keeping in mind that it needs to be sent soon after the event so the experience is still fresh in the customer’s memory.

The optimal scenario for fresh data is the Spectrum AI model where machine learning is applied to multiple attitudinal and operational data inputs to continuously deliver the most powerful CX metric, Spectrum NPS.

Example

Source: Relationship Survey Timing, OCX Cognition.

go beyond basic nps data collection

Far too many programs stop at the foundational step of collecting NPS scores through surveys. Even those programs that follow the demonstrated best practices in this guide by building out additional sources of attitudinal data usually stop before they take the transformative step of including operational data, which is a critical building block for predictive scoring. A complete, connected, and continuous set of data is a prerequisite for predictive scoring and a visionary NPS program. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS
Manifesto

REPORT

The Complete Guide to NPS Basics and Beyond

TRAINING

Leading an Outcome- Oriented
CX Program

REPORT

The New NPS Manifesto

ABOUT OCX COGNITION

OCX Cognition delivers the future of NPS. We ensure customer experience success by combining technology and data science with programmatic consulting. In our Insights section, we present a comprehensive and evolving collection of resources based on our research and expertise, collected for CX leaders committed to delivering business outcomes.