NPS BASICS AND BEYOND
Demonstrate Your Commitment to Action to Boost Responses
Improving B2B Response Rates

Demonstrate Your Commitment
to Action to Boost Responses

key takeaway

To improve B2B NPS survey response rates in the medium term, demonstrate that you act on the input. In the short term, direct marketing and other techniques have been shown to help.

Best Practice

B2B NPS survey processes differ somewhat from B2C and higher response rates are common. We believe that response rates above 40% are achievable and are likely to provide highly reliable results.

First, let’s consider your very largest customers. If, for example, you are in the situation where 40 customers provide half your revenue, it is realistic to target a 100% response rate. We recommend getting several decision-makers and influencers to provide answers in each large account. Having an executive sponsor on the customer side can help in two ways: First, the sponsor can encourage his or her colleagues to participate. Second, committing to provide the sponsor with results and an improvement plan can motivate your own colleagues to complete the work.

Here are some techniques we have found particularly useful for improving response rates for survey invitations sent by email:
 

  • Prior to sending relationship surveys to your clients, it’s effective for the account owner to outreach personally, reinforcing the mission of your program, the value of candid feedback and improvements already made. We’ve seen that arming account owners with talking points works well and eliminates the introduction of bias, such as discussion of what the score means or asking for a specific score.
  • Embed the initial rating question in the outbound email. Research by our own team members and third parties suggests that this improves response rates by a factor of 2.5x to 3x. Clicking on the rating number should take the respondent to a web page with the remaining questions. When that page opens, the rating should already be filled in.
  • Make the invitation as personal as possible. At its most basic, this means starting with ‘Dear Mary’’ and not ‘Dear Customer,’ bearing in mind that using first names only is not acceptable in some cultures.
  • Remind people of the improvements you drove using the last survey results and promise to make the same effort again this time.
  • Use what behavioral economists call “nudge” techniques with your reminder email, suggesting that responses are commonly given. For example: “We have already received over two hundred improvement suggestions from other logistics professionals. Please add your voice to theirs so we can make the improvements that really matter to you.”
  • Work on the quality of your contact list. If a person never answers, ask them why or remove them from the list. Another sign of a poor list is a bounce rate over 5%.
  • Finally, establishing protocols for spacing surveys sent to an individual contact can go a long way in avoiding survey fatigue amongst your customer base resulting in better participation levels.

go beyond basic nps survey execution

Customer survey feedback has standalone value, of course, but for visionary NPS programs, the deeper value comes from its utility for calibrating an AI-driven understanding of the customer experience. Treat your feedback execution as a critical element for building your complete data set, but don’t make the mistake of stopping once you have data from direct customer feedback. 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.