NPS BASICS AND BEYOND
Communicating with customers before and after surveys

Survey Related Customer Communications

Communicating With Customers
Before and After Surveys

key takeaway

NPS survey processes are wonderful opportunities to make promises to customers and then keep them. Use them to enhance your credibility and boost survey response rates.

Best Practice

Customer communication about surveys should be as personal as possible. Best practice is to include three elements:

  • Tell your customers what you are going to do with survey feedback
  • Analyze the results
  • Tell customers what improvements you have already made what improvements are being planned based on their input.

Let’s jump straight into an example. Here’s a sample of an email sent just prior to a survey invitation, setting expectations for the whole process of interacting with customer surveys.

Dear Mr. Jones,

My name is Robert Altman. I am the product manager for the EZ-Clean Warehouse Robot that you have been leasing from us for the last nine months. My team and I are now working on the next versions of both the software and hardware and need your help prioritizing our work. Please watch your email tomorrow morning. I will send you another email with a four-question survey about your experience so far and what you would like us to improve. I promise to write back to let you know what we have learned from you and customers like you, together with a list of the improvements we plan to make.

Thank you in advance for your contribution. It is important to me personally, and to the EZ-Clean team as a whole.

The customer then gets the survey request, from the same sender. Once the company has digested the responses and decided what to do, Robert Altman again writes back to all clients (not just those who have responded) with a summary of what the company learned from customer feedback, including the priority action list. Including non-respondents demonstrates your commitment to action and inspires more customers to respond to future surveys.

Very few companies communicate back to customers to explain what they have learned and outline their plan of action. (It’s no wonder survey response rates are low.) Luckily, following this best practice gives your program a chance to stand out. You then reap the rewards of a survey process your customers see as an ongoing dialog between your organization and them.

go beyond
basic nps communication

Good habits about NPS communication will set you up for long-term success. Even so, you can only get so much out of the act of communication until you have the kinds of data, analysis, actions, and outcomes that will really hold the attention of your customers and internal stakeholders. As you build out better data and analysis, and as your programs becomes more nuanced and sophisticated, be ready to adjust your communication strategy. 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

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