Why using continual NPS Micro Surveys will make you more successful

November 28th at 5:36pm by Susan Levermann

Too many companies still rely on sending out the same, repetitive annual customer surveys to capture information about satisfaction and feedback from their customers. Often it runs to ten or more questions, resulting in low participation and little in the way of meaningful information. But zenloop with their Net Promoter Score, generated using ever present Micro Surveys, ensures high response rates and valuable insights for companies. This article examines both types of survey and explains why Micro Surveys are the better choice for you.

The NPS generated through ever present Micro Surveys generates high answer rates and valuable insights for companies.

NPS: Why annual customer surveys are out of date

Hand on heart, when did you last fill out the long questionnaire from your bank, cellphone network, or favorite online shop - or even think about doing so? Sure enough, this kind of customer survey pops up at least once a year in either your mail box or as an intrusive window when you just want to “quickly check” your account. Your motivation to answer all 100 questions is low - and you reach for the X in the corner to quickly remove the annoying window.

The same adage often applies when thinking about your own company: When was the last time you filled out your own customer survey? Your response probably ranges from "a long time ago" to "never". The purpose of this exercise is fairly obvious: only those who know both the process and content of their customer surveys can accurately assess both the effort required and your customer’s motivation. A long, difficult, boring survey will just give your customers feelings of impatience and frustration. These increase proportionally to the length of attributes and questions to consider and answer.

NPS Micro Surveys perform better than long customer surveys

NPS: Long customer surveys are a lose-lose situation

Long surveys not only discourage, but also irritate and overwhelm customers, bringing drawbacks for your business. The resulting small response rates are then too small to derive relevant insights from.

This is not just because surveys are too often left to the end of the process. Numerous studies have shown a positive correlation between survey length and hasty and rash responses.

The Net Promoter Score relies on Micro Surveys

What is a Micro Survey?

For a NPS you need Micro Surveys. What’s that? It comes down to using well established, standardized questions in a two-stage survey. Based on the first question you can measure NPS, and the second opens up feedback to a specific touchpoint.

The first question is therefore usually: "How likely is it that you would recommend us / our product / our process (brand/product/touchpoint) to a friend or colleague?". The customer then answers by simply using a number on a scale from 0 (very unlikely) to 10 (very likely).

How likely is it that you recommend us / our process and our product (brand/touchpoint/product)?

In the second stage, the NPS system seeks justification for the allocated score by means of an open text box.

The NPS system uses Micro Surveys

Advantages of Micro Surveys to generate the Net Promoter Score

Micro Surveys are designed to capture feedback by focusing on the customer’s point of view. It is quick and easy to answer and filled with relevant questions. It is an easy way to improve customer experience and brings about 3 important advantages for your firm:

  • It provides real time trends for customer satisfaction and loyalty
  • It features higher response rates
  • It provides better insights into customer touchpoints

Thanks to real time feedback, you can easily and directly recognize important trends

With the help of feedback management platforms or NPS platforms such as zenloop, Micro Surveys can be both easily shared and built into your customers everyday activities. You gain real time feedback on all your relevant touchpoints.

Their short nature makes them a low-effort task, so you can ask your customer more frequently than a traditional long questionnaire and reproduce the customer journey at all important touchpoints.

Analysis of customer journey touchpoints with NPS Micro Surveys

Achieve high response rates with NPS Micro Surveys

Micro Surveys expect response rates from 30 to 60%. If you use an outdated annual customer survey, you can only dream of such a response. Putting just one question through the correct channel achieves a higher customer participation rate and gets you worthwhile feedback.

Gain valuable insights thanks to Net Promoter Scores

The results of Micro Surveys show what is important and relevant for your customers. The possibility to provide open feedback about a specific touchpoint means companies can learn things which they would otherwise probably not even think about. You will gain valuable insight to help optimize internal processes and re-order your priorities.

NPS orientated Micro Surveys achieve everything long surveys do

Summarize and analyze open feedback with NPS tools

Many companies still believe that only long questionnaires can bring together meaningful feedback for analysis. The fact is, in a Likert scale survey your customer has to quantify every single answer. This introduces the risk that you get answers to areas that the customer is not familiar with or had no points of contact with, which distorts the results and the conclusions drawn from it.

Not so with NPS Micro Surveys. Here, your customer submits only a single assessment to a specific touchpoint and their specific experience. Smart NPS tools such as zenloop use machine learning and AI to measure and analyze the results of these open feedback questions. This makes feedback reporting easy.

One question is enough to generate the right insights

Any question added to a long list decreases the probability that it will be answered by your customer. Using only one scaled and an open question, however, brings you high-quality feedback that is both quantitative and qualitative.

At first it might feel wrong to generate feedback questions on specific touchpoint themes and leave the answers open. However, your customer has the possibility to share what is personally important for them because they are not pushed into a corner. That your focus is perceived to be on the customer and not your own thirst for knowledge will be rewarded with a genuine answer.

Using Micro Surveys in the correct context ensures you will obtain the necessary information and answers that are actually important to you: because the questions are less intrusive, and because they appear close to the time of interaction with the touchpoint, they don’t have to remember events and feelings from weeks or months ago.

Let's take the example of an online store for furniture and decoration. A customer wants to buy a sofa and fins a nice one on the site. The sofa is promptly ordered, delivered but - as common for furniture - first in a few weeks. It would be of little sense, therefore to consult the customer after the delivery on their personal impression of the site.

With a Micro Survey though, feedback on the usability of the payment process could be gathered directly after use.

Asking for feedback in the right context at the touchpoints along the way gives a concrete image of the customer journey.

Asking for feedback in the right context at the touchpoints along the way gives a concrete image of the customer journey.

Trends such as customer satisfaction or even usability can be derived from this.

Tip: Although useful in the later stages of feedback loops, incentives should not be a way at this point to motivate your customers to answer your surveys. Although these increase the response rate, they also increase the risk of falsified results, as some customers only respond for the reward without giving thoughtful or sincere answers.

If incentives are introduced later, they can still be sensibly used, for example to boost referral programs.

With NPS software solutions you can revolutionize your feedback program

NPS software solutions such as zenloop can revolutionize and expand your feedback program. NPS questions can be easily customized and delivered over your desired communication channels to your customer. Further integrations with apps such as slack, zendesk or even zapier will deliver feedback to decision makers in real time. With zenloop, you can also analyze feedback clusters, driving optimization or improvement to your processes.


Susan Levermann

Content Marketing Manager