Join Jeff Toister for an in-depth discussion in this video Exploring survey types, part of Using Customer Surveys to Improve Service.
- In this video I'll give you an overview of the three popular survey types. Which one you select depends on your overall survey goal. They are Customer Satisfaction or CSAT, Net Promoter Score or NPS, and Customer Effort Score or CES. Let's take a closer look at each one. We'll start with Customer Satisfaction or CSAT, this is the most popular type of survey. It asks customers to rate their level of satisfaction with a product, service, or experience.
For instance, the survey could ask please rate your level of satisfaction with the service you received today. Let's look at a few pros and cons for the CSAT survey. Pros include that it's easy to use, and it's versatile enough for almost any situation. Cons include a lack of behavioral connection. This means a good score doesn't necessarily translate into more business. CSAT surveys can also hide problems. Let's say a company has five locations, if one location consistently provides poor service, the company might not find out about it if they average all of their survey scores together.
They might think that service quality was good as long as the overall average was high. Another survey type that's gaining popularity is the Net Promoter Score or NPS. This survey focuses on a customer's likelihood to recommend your product, service, or company to others. NPS surveys ask customers to rate how likely they are to recommend a company using a scale of one to 10. The responses are then divided into three groups. Nines and tens are classified as promoters, sevens and eights are called passives, and detractors are people who give a six or lower.
The Net Promoter Score is calculated by subtracting the detractors from the promoters, so if 100 people take the survey, and there are 60 promoters and 10 detractors, then the Net Promoter Score is 50, or 60 minus 10. The score takes into account the people who really like you and the people who don't. The people in the middle, the passives, aren't counted in the overall score, although their feedback is still important. NPS surveys have a few pros and cons. Pros include tying the measure to a specific behavior, which is giving referrals.
The score also incorporates both happy and unhappy customers into a single metric. One con is the NPS has a very narrow focus. It's not really useful unless your goal is to gain more referrals. Another con is the NPS is a survey that's easily misunderstood. Many organizations get caught up looking at the score, and ignore their customer's specific feedback. The important part of any survey, including an NPS, is gathering data that can help you improve service.
A third kind of survey is called the Customer Effort Score or CES. This survey looks at how easy it is to do business with your company. Research has shown that the results can be a strong indicator of customer loyalty, and it can also help you find ways to serve your customers more efficiently. A CES survey usually focuses on asking whether the company made it easy for the customer to handle their issue. Customers are typically asked to respond on a seven point scale. Like CSAT and NPS surveys, customer effort score surveys have a few pros and cons.
Pros include helping you fix problems, and identify wasteful procedures. Making things easier for your customers is also shown to drive increased loyalty. Some cons are that the CES is transactional, so it might not work if your goal is to conduct a relationship survey. It also has a narrow focus, so this may not be the best survey for examining broader issues. So, which type of survey is right for you? Each one has advantages and disadvantages. It all depends on your goal.
Pick the model that best fits what you're trying to accomplish.