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The Iceberg Effect in B2B Customer Feedback/NPS: Are you engaging those that matter?
Cool quote from Blynn Buckley at Cloudera, a dear client and incredible program manager: “I always think of non-responders like the part of an iceberg you can’t see — there can be dangerous unknowns lurking that put renewals and account health at risk.” The analogy needs little explanation: our research continues to find that silent accounts (those accounts that are unwilling to spend 2-3 minutes to provide actionable feedback that would improve their own success and experience with your company) have the highest propensity to churn and are most ready to spread negative word-of-mouth about your firm in the marketplace.
A short video describing the research is at https://waypointgroup.org/is-nps-lying-to-you/
Are you engaging the right people at the right time in the right way, proactively preventing churn and creating new expansion opportunities? If you’re not sure you might also like this brief discussion of Active Recruiting and the criticality of getting participation (response) rates right.