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Partner Corner

2 Posts authored by: Aniruddh Vaghasia

Customer feedback. A strong foundation of any successful business. But one of the major mistakes most businesses make is that they do not pay much attention to the customer feedback implementation process.

With the help of right SugarCRM Survey Modules, you can implement a proper automated feedback process. Based on the completion of CRM events, your tailor-made surveys can be sent to those customers. While creating a survey, make sure they are not too long and are on point for a higher response rate.

If you are scratching your head how to decide how to make a short and interactive survey, a single NPS survey question can be your savior. Because it works on numbers, it gives you a clear picture of how many of your customers are detractors, passives or promoters.

Numbers from Temkin research says that promoters are 4.2 times more likely to buy again, 5.6 times likely to let go of the company's mistake, and 7.2 times likely to try new offerings.  However, it is equally important to put your efforts towards detractors and passives.

Here’s how.

First, Calculate your NPS Score

Subtract the percentage of detractors from the promoters. For instance, an NPS survey shows 50% of your customers are promoters, and 20% are detractors. Your NPS score is 30 (50%-20% = 30).

What is a good Net Promoter Score?

NPS scores range between -100 and +100. A score above 0 is a good NPS score; meaning the majority of your customers are loyal. Additionally, 50+ is an excellent score, and 70+is the “world-class” score. If your score is below 0, the majority of your customers are your critics. It’s time to improve customer service. You need to understand their pain points and improve their overall experience.

Here are some NPS average scores, industry-wise:

  • Healthcare: 62

  • Professional Services: 58

  • Retail: 54

  • Hospitality, Travel, Restaurants: 53

  • Manufacturing: 51

  • Automotive & Transportation: 49

  • Financial Services: 46

  • Construction & Engineering: 45

  •  Consumer Services: 42

  • Insurance: 42

  • IT & Software: 41

  • Banking: 37

  • Media: 34

  • IT Services: 33

  • Telecommunications: 24

Drive Business with NPS Score

Follow up with Detractors:

If you don’t have critics, you’ll likely have no success” - Malcolm X

Create a list. Send them a personalized email addressing their customer experience. Offer them a gift or a coupon code as a gesture of appreciation. To track your progress, make changes per their suggestions. Once you complete a sprint on that, send them a new NPS survey. Compare new results to filter out the new promoters.

Leverage Promoters to Generate More Sales:

According to statistics, referral programs are more effective to generate new business. You have a customer base who are happy to recommend your brand to others. Once you identify your promoters, make a referral plan.

As they are already happy with your products/services, they will be more than happy to refer you when encouraged for referrals. Plus, it’s a good opportunity for you to ask them to review your product/services. You may also ask if they’ll be okay with you writing their case study.

Activate the Passives:

They are not detractors; they are right here but didn’t receive services in the way they wanted. Reach out to them again. Ask for more specific information. Maybe they haven’t given you enough information, as they thought nobody would care. Reaching out again to such customers will show that you have interest in serving them. You are there for help.

If they reply to you, take it seriously and make the necessary changes. Educate them on how to use your products and notify them about future plans. If you approach them with a follow-up email, it encourages them to stay in touch with you. They might become your new promoters.

Write Pointed Emails

For Detractors: While following up with detractors, state your point with subtle language to get a reply.

Here's an example:

Thanks for responding to our survey. We’re sorry to hear that you wouldn’t recommend us, but would love to learn more about what we can do to improve. Your reply is important to us.

For Passives: Appreciation is important. Ask for suggestions to improve your services and products even further.

Example: Hi Amy! Thank you for your response - we take feedback seriously, and your suggestions will help us improve our services. If you have a minute, we’d love to hear more from you.

For Promoters: They are your advocates. They would love to hear from you! It is the best opportunity to educate them on how they can refer your services to friends and family and be rewarded in return.

For example:

You could earn money by referring your friends and family. Every time someone buys by using your invite, you’ll earn $X!

Here's how you can send them emails to write reviews for you:

We’re so happy to hear that you’d recommend us to others. We’d love a public review on our profile to help other customers - we're giving away a month of free services to the first 15 customers who review us this month. Act soon!

Final Thoughts

NPS alone cannot help you grow to billions in revenue. It’s a consistent process which helps you identify your pain points and gives you a chance to improve. There are SugarCRM survey plugins available on the store with  NPS survey feature. With such a module, you can provide the best user experience to grow your business in numbers, customers, and loyalty.

Surely by now, you’ve conducted many surveys using trial and error. Every time you send one anticipating a certain number of responses, more often that not you end up disappointed. The bitter truth? People don’t like filling them out. Even if they start a survey, most of them abandon it halfway if they find it long. After all, what’s in it for them?

 

But for you, their responses are crucial in achieving your sales targets. Asking the right questions in a survey can enhance solutions as well as your brand value, but to turn this scenario into a reality, increasing survey response rates is a must.

 

Let’s look at how you can do just that.

 

Maintain Transparency

 

There is nothing wrong with displaying the final outcome of your survey. We’d actually suggest doing so. This way, you provide an opportunity for customers to better know you and your brand in depth. This works best if you are planning to conduct a series of surveys to improve your services or product. Responders would be happy to help you out by filling out surveys knowing they are getting better products as a result.

 

If you are using Sugar, then you can directly send surveys from your CRM using the Sugar CRM survey module. Using this tool, you will be able to create interactive reports to better comprehend and utilize your data.

 

Include Incentives

 

Let’s be honest: incentives work. Everyone likes getting something in return for helping others out. Incentives are a great way to work cross-sell or upsell your products, too. Offer them a free membership, an extended product usage period, free access to your other products, or even financial rewards such as gift cards if your company policy permits and you are in a position to do so.

 

Respect their Privacy

 

A year ago, GDPR took effect, and it changed our perception of how we can collect customers’ data. Now more than ever, customers are concerned about their data and privacy. Even more reason to use the SugarCRM survey tool, which offers GDPR compliant survey forms. This way, users know their data is safe and can not be used anywhere without their consent.

 

Reduce their Hurdles

 

When conducting a series of surveys, it is important to use a data pipeline feature which is provided in major SugarCRM survey modules. Using this feature, you will be providing users with pre-filled survey forms, reducing data entry on their part. For example, if your survey has five questions and two of them are their names and numbers that were provided in a previous survey, then you can send them pre-filled surveys.

 

Less equals more!

 

Maintain Relevancy

 

Your responders don’t want to answer questions that are not relevant to them. A simple example might be when you pose a question for finance as well as the IT industry in your survey. If the person identifies as finance, the next question should be finance-related. You can apply skip logic here which helps you set the chronological order of questions and assists in making your surveys more relevant and interactive.

 

Mobile First!

 

It’s widely known that people spend most of their consuming content via mobile devices. As a result, your survey needs to be mobile responsive. It doesn’t have to be extensively graphical to be appealing to them, either—keep it simple and easy to use.

 

Conclusion

 

Surveys are meant to be simple. A good survey response rate is 85% (43 responses for every 50 surveys sent.) Keep the surveys short and on-point to up your response rate. And to really take your survey game to the next level, utilize Sugar CRM survey tools and plugins with features like data-piping, skip logic, etc.

Good luck!