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5 Common Mistakes To Avoid When Creating CSAT and NPS Surveys

Using different feedback metrics is crucial in a CX toolbox. CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) are two of the most common ones and they complement each other well. CSAT can give you the ability to understand in which instance and situation the feedback is given, where NPS gives more of a temperature of the customer’s overall sentiment.

1. The tool you are using doesn’t integrate

Navigating the landscape of different survey tools can be a hassle. It’s easy to just look at the UX and ease of use when choosing a new service provider. However, should the data you collect only sit within the tool, you end up in a situation where you need to manually export data to make it accessible to the organization. So, make sure that the service you are using can easily integrate to your source of truth when it comes to the customer, like the CRM or data visualization tool i.e., PowerBI or Tableau. Continue reading to understand what the use cases are.

2. Not following up with the customer

The customer is taking valuable time to provide feedback to your company. And all feedback is valuable. Not following up with the customer who provides negative feedback to learn more about what is really causing the score is a really good way to ensure they won’t respond to the next survey you send them! Not following up to the customer who provides positive feedback is equally bad. Make sure to thank them and show your appreciation. You are looking at a potential brand ambassador who can help your company grow.

3. Too much talk, but no action

So you have collected all this great feedback through surveys — well done. Now what? Just sitting on it does no good. Make sure to analyze and drive insights from what you have heard. Incorporate those insights as part of the product roadmap and service blueprints to drive customer value. And don’t forget to communicate to the customers who drove those insights that their feedback was instrumental for this change or improvement to happen. After all, there’s an actual person behind that data point you collected.

4. Not knowing what the goal is

Watching the metrics fluctuate is part of driving the business. But how do you know what level is OK if the company has not called out what the goal is? That is why these metrics should be part of the overall company KPIs so that they get managed, and it’s clearly stated what to aim for. That enables different departments to engage in these metrics and drive activities towards the set goal. These metrics are not owned by the CX team – every person in the company should feel that they are co-owners of them and that their decisions and customer engagement influences them.

5. Overwhelming the customer

Please manage the surveys so that the customer doesn’t get in a situation where they need to respond to several surveys in a short period of time. That only leaves a bad taste in their mouth, and you can be sure to get a drop in response rates on the surveys. You might even get bad feedback because of this, which will drive down the score for the completely wrong reason. You have given them survey fatigue.

These mistakes have been made already by several companies, so by reading this I hope you’ll avoid repeating them.

Alexandra MacRae is the Head of Marketing and CX at Avinode Group. Read her interview with CXBuzz here.

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