NPS BASICS AND BEYOND
How Soon Is Too Soon?
Survey Toxicity

How Soon Is Too Soon?

key takeaway

In any NPS program, reaching out to an individual contact too frequently can result in survey fatigue. Rules to avoid what is often called survey toxicity are crucial to maintaining the ongoing nature of your dialog with customers.

Best Practice

Survey toxicity is most likely to occur in B2B where the universe of contacts is more limited than in B2C. A lack of protocol typically results in decreasing response rates. Fortunately, most survey tools can automate the survey send rules you put in place.

We recommend the following:

  • An individual should not be sent a relationship survey more frequently than every 6 months.
  • An individual should not be sent a triggered transactional survey more frequently than every 90 days.
  • The frequency of always-on transactional feedback is self-controlled by the customer
  • Should a relationship and transactional survey overlap, priority should be given to the relationship survey outreach.

Remember, the way you survey customers is part of the customer experience. Demonstrate your respect for customers by carefully considering the amount of time you ask them to spend providing feedback.

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.