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.
Nobody wants to talk about customer feedback governance — and that's exactly where most programs quietly fail. Sending surveys is necessary; driving change off the back of them needs a governance model. Here's the customer feedback cycle (Listen-React-Understand-Design-Act) and the steering-committee structure that holds the cycle together through executive churn.
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.
US industry has spent USD 800 million a year on customer satisfaction for a decade, and the American Customer Satisfaction Index has barely moved. That's because satisfaction isn't the goal — loyalty is, and loyalty needs a different program. Here are the five steps to building a customer feedback program that actually moves the business, starting with linking loyalty to a financial outcome.