New marketing automation platforms tempt you straight into yet another welcome series, yawn. The real wins are bigger and easier to copy than that. Here are concrete marketing automation examples drawn from 20 years of implementations: enrich prospect data, alert sales to important activity, personalise at scale, automate lead nurture with sales activity, and run account reviews on autopilot.
Where should you spend the next CX dollar — service responsiveness, a new feature, queue times, the website? The Kano model gives you a way to triage by customer impact. Combined with Net Promoter Score data, you can identify which attributes are hygiene factors, which delight, and which to leave alone. Here's how to run the combined analysis.
Most arguments about whether NPS works rely on the one or two studies that support whichever side is making the argument. Here's the full reading list, for and against, primary research only, in one place, so you can read both sides and make your own call.
What's a good survey response rate, 1%, 15%, 50%? It's the wrong question. What actually matters is whether you've got enough responses to draw a conclusion, and that's a different number for every situation. Here's how to calculate the response rate you actually need, with the maths shown.
A survey email invite has one job: persuade the respondent to start the survey. It doesn't need to be long, complex or clever, and most badly performing invites are exactly that. Here's how to write a customer feedback survey email template that generates 20-30% response rates, broken down into the subject line, personalisation, context, and the bit where you don't tell them how great you are.
Reichheld's "one number you need to grow" has misled a lot of teams into building one-question NPS surveys. They don't generate enough information to drive change. Drawing on hundreds of NPS survey designs across B2B and B2C, here are the elements of an NPS survey that earns its response rate, including which questions to add, which to leave out, and whether you can change the scale.