Listening to Your Customers: The Right Way

As you strive to deliver exceptional customer experiences, you're likely considering ways to gather feedback and understand your customers' needs. Two popular methods are customer NPS (Net Promoter Score) programmes and Voice of Customer surveys. But how do you ensure you're using these tools effectively and respectfully?

What's in a Name?

Customer NPS programmes and Voice of Customer surveys are designed to capture your customers' opinions and feelings about your brand, products, or services. These initiatives help you identify areas for improvement, measure customer satisfaction, and ultimately drive growth.

Classification and Consent

When it comes to sending surveys or NPS requests, it's essential to classify this type of communication correctly. While it's not always considered marketing, you still need to have some form of agreement with your customers that allows you to reach out to them for feedback. This might be as simple as a checkbox during the onboarding process or a clear statement on your website.

To avoid being seen as intrusive or spammy, make sure you're transparent about:

• The purpose of the survey or NPS request

• How often you'll be sending these requests

• The fact that customers can opt out of future surveys

Best Practices for Customer Feedback

To get the most out of your customer NPS programme or Voice of Customer survey, follow these best practices:

• Keep it short and sweet: Customers are more likely to respond to brief, focused surveys.

• Make it easy to opt out: Provide a clear way for customers to unsubscribe from future surveys.

• Act on the feedback: Show your customers that you value their input by making changes and improvements based on their feedback.

• Be timely: Send surveys or NPS requests at relevant moments, such as after a purchase or interaction.

By following these guidelines, you'll not only gather valuable insights but also demonstrate your commitment to customer satisfaction.

Taking it to the Next Level

At UbiQuity, we've found that triggered email functionality can be a game-changer for responding to customer feedback. With our platform, you can:

• Send tailored responses to customers based on their survey answers

• Prompt account managers or customer experience reps to reach out and acknowledge (or action) particularly good or bad feedback

This level of personalisation and responsiveness can help you build stronger relationships with your customers and drive long-term growth.

Final Word

By implementing a customer NPS programme or Voice of Customer survey, you're taking a crucial step towards understanding your customers' needs and improving their experience. By being transparent, respectful, and responsive, you can turn feedback into a powerful tool for growth and customer satisfaction.