As we have coached B2B clients in measuring customer experience over the years, we naturally get lots of questions about which questions to ask on a questionnaire and how to interpret the data. These are certainly important, but the part that we always try to emphasize first is to think about what you’re going to do with that data.
What are your goals for conducting this feedback process?
- Understand differences in use cases?
- View a difference in sentiment over a period of time?
- Or just calculate an NPS so you can brag to the boss?
If it’s the latter, you’re in for a rude awakening. One where customers see through the facade of a company projecting a mission for customer success, and one where they will eventually stop participating.
Unless you actively use the feedback data you just spent time collecting, like closing the loop for clarification, then you’ll never get valuable insights that generate ROI.
To help B2B teams do this better, we put together the 6 Action Items for Net Promoter (NPS®) Follow-Up. While each company’s focus and action plan will differ based on the way their business is set up and how the actual feedback shakes out, these six steps continue to be best practices in overall treatment strategies.
- Prove your value to extreme Detractors
- Activate those Advocates
- Awaken the Silent accounts
- Prove it to the Passives
- Share the Gold with other Departments
- Shout it from the Rooftops!
Included at the end are ideal timelines for these steps and proof that this works — 2 case examples from previous research and clients who have gotten results with these action items.
Bottom line is, if you’re running NPS® in B2B, you need to be acting on the insights in order to get value from the data. These six steps will get your team on the right path to uncovering what those insights are and how to implement them.
Download the PDF here:
(Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.)