Ask and Act - a new approach to NPS
As readers of this blog know, I'm a big fan of the Net Promoter methodology for using customer feedback to intelligently manage customer relationships, build customer loyalty and grow new business. Readers here also know that I sell and support QuestBack's feedback management tools.
Just for the record, I was a fan of NPS a long time before becoming a QuestBack reseller.
Having said that, what's always appealed to me about QuestBack is its ability to set up customer surveys with real-time follow-up processes for Detractors, Passives and Promoters, without requiring CRM integration. Until last week though, setting up NPS categories inside QuestBack was something of a manual process. And, reporting NPS relied on similar use of manually set up (but automatically run) filters on the response data.
QuestBack has changed all that with their latest release of the product. QuestBack's new version now does some really useful things when used for NPS surveys. First, it implements the "Likely to recommend" question as a special question type. This implementation lets QuestBack's analytics, notifications (automated follow up) and reporting tools all automatically set themselves up for doing automated follow up, data analysis and reporting based on NPS category.
Other features include: automated category based question branching (so different questions can easily be asked of detractors, passives or promoters), automated report setup for secure viewing, and inclusion of data from multiple survey sources in the NPS calculation.
A capability that QuestBack has implemented, and which I believe will be really useful, is the ability to redefine how survey respondents fit into NPS categories. In my experience, many organizations for different reasons, need to determine what scores define their NPS categories differently than the standard ("0-6 = Detractor", "7-8 = Passive" or "9-10 = Promoter") survey scale. Reicheld pointed out in a recent LinkedIn forum post, that if a customer gives an "8" on an NPS survey but otherwise behaves like a "promoter", that customer is a "promoter". If enough "8's" behave like promoters your NPS scale needs to change to reflect that reality. QuestBack's new NPS tools let you do this while maintaining all other automation characteristics for follow up, analytics and reporting that it implements.
I don't often write about QuestBack on this blog. It's always been my belief that providing more general information about "closed loop" customer feedback processes would be more interesting and valuable to readers. But, so many companies still struggle with effective closed loop feedback processes, even after they adopt NPS, that I thought writing about an easy, affordable and powerful new way to implement NPS would be, at a minimum, interesting to people.
Stewart Nash
LinkedIn: www.linkedin.com/in/stewartnash
