Enalyzer

Are you focusing on customer satisfaction? You should.

Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new…

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Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.
– Don Draper, Mad Men.

We have been saying it for years, but Don Draper had a better quote, it’s all about making the customer happy. According to Salesforce’s 2016 State of Marketing report, “marketing has entered the age of the customer.” Customer satisfaction has been a top metric of marketing success for two years in a row, and this year it has reached the very top, becoming the most important metric according to 35% of the surveyed marketers, and surpassing revenue growth (33%) and customer acquisition (24%). Yeah, let that sink in.

The report found that marketers are now going for the holistic approach to customer experience. High performing marketing teams are implementing customer experience initiatives across their businesses (58%), compared to 8% of underperformers. This requires building bridges and collaborating across business units (marketing, sales, IT, leadership, and service), which high performers are 17.1 times better at doing than underperformers.

In line with the holistic view of customer experience, the report shows that 65% of high performing marketing teams have adopted a customer journey strategy, and 88% of them found it to be critical to their success. This is due to customers having more information, choices, and power than ever before, as Salesforce puts it, causing them to expect quality customer experience across every touch point.

With Enalyzer, you can create a free account today and be on your way towards understanding your customers’ complete experience by using our customer satisfaction survey template – use it as inspiration or create one of your own. Or if you want to take it to the next level, try our PRO plan and get access to our NPS® survey template. Plus, with our real-time reporting possibilities, you can watch as your customers’ answers start ticking in!

We are glad to hear that marketers are prioritizing customer experience more and more every year, since we have always believed that understanding your customers’ experiences is crucial to your success. Whether this is through your own surveys, on-going feedback recollection or Net Promoter Score®, make sure you start getting familiar with your customers and their experience.

Transform objectives into survey questions

To get relevant insights from your survey, your questions need to directly address your survey’s goals and objectives. But how…

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To get relevant insights from your survey, your questions need to directly address your survey’s goals and objectives. But how do we turn survey objectives into survey questions?

Today, we are going to break down survey objectives into themes and sub-themes that will make up our survey questions. Interested? Keep reading.

 

The Goal

  1. “Assess the Enalyzer’s staff attitudes towards this year’s summer party”

The Objectives:

  1. “Assess the employees’ satisfaction with this year’s summer party”
  2. “Explore employees’ opinions on the different aspects of the party to see if there is room for improvement”

 

Let’s start by identifying the themes and sub-themes each objective contains. Themes and sub-themes are the specific things you wish to learn and they will make up your survey questions.

Objectives, themes and sub-themes

Once you got your themes and sub-themes in order, start writing your questions. The table below is a simple example of how themes and sub-themes can be converted into questions:

Sub-themes and survey questions

But this is just the beginning! Survey question writing is a science in and of itself. Questions should be clear, unique, neutral, balanced, and more.

Start by identifying themes and sub-themes and come back next week! We will be going through the art of writing good survey questions.

Fun fact: The summer party was a success!

Net Promoter Score®

Want to know what your customers really think about your brand or products? Would they recommend you to their friends…

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Want to know what your customers really think about your brand or products? Would they recommend you to their friends and/or colleagues? Are they loyal? Calculating your Net Promoter® Score (NPS) will get you closer to answering these questions.

NPS  is an effective management tool used to gauge customer loyalty by asking the ultimate question:

How likely is it that you would recommend this [company/product/service] to a friend or colleague?

According to research done by Bain & Company, achieving a high NPS makes you twice as likely to have long-term, profitable growth. In addition to this, calculating your NPS is a fast and easy way to figure out how your customers think you are doing, allowing you to react to negative feedback and keeping you on track.

The most common scale used when measuring NPS, runs from 0 to 10. Based on this, those who respond 0 to 6 are labeled as Detractors, 7 or 8 as Passively satisfied, and 9 or 10 as Promoters. However, we recommend using a 7 point scale when calculating your NPS. Net promoter scores are calculated by subtracting the Detractors from the Promoters and dividing the sum by the number of respondents. In most cases, the NPS is then visually presented in a gauge chart as illustrated below.

NPS

 

Sometimes it can be beneficial for you to see the distribution of the Detractors, Passively satisfied and Promoters comprising your NPS. This can visually be done by you choosing to show your data in a stacked bar chart as seen in the example below.

NPS

 

Learn how to create your own NPS question using Enalyzer.