In an era dominated by TikTok, Reels, and Instagram, where endless entertainment is just a thumb swipe away, asking people to take even a one-minute survey can be a challenge. However, NPS (Net Promoter Score) surveys remain one of the most effective ways to measure customer satisfaction and loyalty. So, how can you improve your NPS survey response rate? Here are some strategies that can help:
Time is Everything in NPS Survey
In the past, when computers and the internet were not common, people often received mailboxes full of questionnaires or phone calls at inconvenient times, like during dinner. This poor timing often led to survey fatigue.
The timing of your survey request can significantly impact response rates. It’s more effective to reach out when respondents are most willing to share their feedback. To maximize participation:
• Send Immediately After Interaction: Customers are more likely to provide feedback when the experience is fresh in their minds. Whether it’s after a purchase, customer service interaction, or product delivery, sending the survey promptly increases the likelihood of a response.
• Consider the Time of Day: People are more responsive to surveys at certain times. Mid-morning and early afternoon are generally the best times to send out surveys.
Simplicity is Key
An email overloaded with design elements, excessive information, and lengthy text won’t drive high response rates. Customers are less likely to open an advertisement-like email and complete a survey when they’re busy. To encourage participation, keep your NPS email concise and clear, with a seamless UI design:
• Keep It Short: NPS surveys are typically just one question, but if you include additional questions, ensure they are concise and relevant. One page is enough to gather the insights you need.
• Mobile-Friendly Design: Ensure your survey is optimized for mobile devices. A survey that is difficult to complete on a smartphone can deter participation.
• Avoid Personal Information Requests: Don’t require customers to enter their email address or create a username before filling out the survey. People are increasingly concerned about data privacy.
Personalize the Request
Personalized communication can make your customers feel valued and more inclined to respond:
• Use Their Name: Addressing the customer by name in the email or message makes the request more engaging.
• Tailor the Content: Customize the survey based on the customer’s experience. For example, ask specific questions relevant to their recent purchase or interaction with your company.
Offer Incentives
Incentives can be a powerful motivator for customers to complete your survey. The best way to get people excited about being involved in your research is by being explicit about how the process will benefit them, how they will be helping others, and how much time is required to take part.
• Discounts or Coupons: Offer a small discount on their next purchase or a coupon as a thank you for completing the survey.
• Entry into a Raffle: Consider entering respondents into a raffle for a chance to win a larger prize, like a gift card or product.
Follow Up with Non-Respondents
Sometimes, a gentle reminder is all that’s needed to boost response rates. On average, a person receives over 100 emails, messages, texts, and notifications in a day. It’s common for an unread email to get buried in the inbox. While it’s not always easy, consider how you usually respond to an important but not urgent message:
• Send a Follow-Up Email: If customers haven’t responded within a few days, send a polite reminder. Highlight how easy it is to complete the survey and reiterate any incentives you’re offering.
• Try Different Channels: If email isn’t effective, consider other communication channels like SMS, in-app notifications, or even social media.
Optimization Makes Perfect
The NPS survey isn’t a one-and-done process. It’s designed to be sent to customers multiple times throughout their lifecycle, so you can track your performance over time. The method by which you distribute your survey can also affect participation:
• Embed in Emails: Embedding the first question of the NPS survey directly in the email body makes it easier for customers to start the survey with a single click.
• In-App Surveys: If you have a mobile app, consider sending the survey as a pop-up within the app. This can engage customers while they’re already interacting with your brand.
• Text Message: Many companies send NPS surveys via a link within a text message. This method may seem a bit old-school, but it’s still one of the most common tools people use on their phones.
Getting more customers to take your NPS survey requires a combination of strategic timing, personalization, clear communication, and sometimes a little incentive. By making the survey process as easy and rewarding as possible, you can significantly increase participation rates and gather the valuable feedback needed to enhance your customer experience. Implement these tips, and watch your NPS response rates improve, providing you with deeper insights into your customer base.
At Youli, we’re dedicated to providing meaningful insights into the healthcare and consumer landscapes. Discover how our commitment to excellence can benefit your research needs: https://www.youli.tech/
