Benchmarking customer satisfaction:
NPS Reports
As a team we took on a mission that involved carrying out NPS surveys in order to acquire a straightforward metric to gauge customer satisfaction and user loyalty.
Research team - Ongoing project
Tools used:
Dovetail
Notion
Forms
Excel
The why.
After meetings with senior management, our director of UX noticed that the consumers voice was somewhat absent unless we were dealing with an escalation.
This led to an increase in support queries and in time would potentially heighten consumer dissatisfaction among our users.
Objectives
Monitor
Our main goal was to continuously monitor customer satisfaction and loyalty to identify areas for improvement and enhance overall user experience.
Gather
Gather actionable feedback that can inform product development and support services.
Benchmark our performance against industry standards.
Foster a customer-centric culture within the organisation.
Achieve
Achieve a higher NPS score over a six-month period.
Increase the number of promoters and decrease the number of detractors.
Receive a response rate of at least 20% for each survey cycle.
The how.
Microsoft forms
Microsoft forms was the tool of choice for this mission. Our team came together on the wording of our surveys and I took the responsibility of reaching out to our clients.
Reaching out
This represented a pivotal phase. Our group came together to craft a draft email aimed at connecting with our customers. The message had to embody our motives and not appear as an insignificant questionnaire that would just simply add to our clients' workload.
Dovetail
Once we obtained feedback from our surveys, we promptly compiled them into our research repository and began evaluating the responses. This greatly aided crafting a perspective of our user's sentiments regarding our product and pointed out areas for growth or improvement.
Results
15
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Total number of NPS surveys generated and sent out to our clients.
194
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Total number of responses gathered as a result of these NPS surveys.
914
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Insight tags obtained from responses subsequently incorporated into our research database.
Our research repository was growing.
359
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Of sentiment based insights were indicative of dissatisfaction, a clear sign we needed to better our efforts for user satisfaction.
A massive driver for change.
193
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Out of 552 sentiment based responses, feedback for our products was subordinately positive.
+9.5
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Following adaptions, we observed a rise in our NPS score due to the subsequent feedback surveys over a 3 month period.
This was a critical indication that with research we could develop further enhancements for the future.
Reflections / Learnings
Continuous engagement
The continuous engagement with customers and their users helped build stronger relationships and trust.
Ideally we would have liked to set up a automated survey distribution but that was something for the future.
User-centric culture
Regularly sharing our results and surveys with other departments in the company helped the team foster and user-centric culture and increased collaboration.
Challenges faced
Initial response rates were lower than expected, requiring some adjustments in how we approached our reach out emails.
We also had to balance following up with our customers with not pestering them either.
Importance of connection
We learned that personalising the survey invitations and follow ups were something that proved beneficial as its garnered more responses from our customers.
