Interview with Sujan Patel: The impact of customer feedback on growth

Опубликовано: 20.07.2018 в 10:27


Категории: Interview

Where does feedback fit into the growth marketing stack? We sat down with serial entrepreneur and marketing guru Sujan Patel (Mailshake, Web Profits) to get his thoughts on feedback. It was a wide-ranging discussion, touching on customer-driven growth, building good routines around Net Promoter Score, and the opportunity cost of not investing time and resources into customer feedback.
Jump to topic:

Short on time? We’ve got the full conversation recorded here.

“I think about it [feedback] like this – what if people hate our experience, and then don’t tell us? That’s worse than hating our experience and knowing what it is. Because one hurts our feelings, the other one kills our business”

The C-Factor: customer-driven growth

You’ve set out of a methodology called C-Factor around customers-centric growth strategies. What does that mean for you as a marketer?
Growth-oriented marketers spend a lot of time thinking about this, so for me it’s all about finding the best ways to grow. It goes back to the age-old saying of “It’s much cheaper and easier to keep and expand your existing customers than it is to get new ones.” That’s where I started this from. I look back at my career in marketing the last 14 years and to my most successful strategies and tactics. The best things I’ve done have come from me engaging customers. In early 2016, I shifted my focus as a marketer to being customer-first.
That’s not just from my company perspective, or a marketing perspective, but really thinking about looking at things like how a customer goes through a flow using a product or service. How does the person go through this? What’s their journey? Starting to go through that, I found there’s a lot of holes in how marketers, product managers, CEOs approach this. C-Factor is a play on the X-Factor. Customers are really the one thing you can leverage in several ways to grow a business. It’s most effective because you’re actually helping them get a better experience and helping them solve their problems, right? So education is a big part of that, as well as content marketing.
There’s a lot emphasis in marketing these days on velocity. It might seem counterintuitive to some people to take a ‘slower’ approach: more face-to-face meetings, making time for engagement. It does take time to have a conversation, and not everything can be easily digested from- or divined from an analytics dashboard.
The question for me is: How does this approach keep up with growth? What are good practices for making sure that customer centricity keeps up with the growth that you’re trying accelerate?
Yeah. So first and foremost, everyone thinks like, “Oh man, talking with customers is hard. It takes lots of time and it’s going to take away time from other things, or money away from other things.” But engaging with the customers is fairly cheap, right? That’s a customer success role. Again, as a marketer: Compare that to your advertising budget and the CAC (Customer Acquisition Cost). Engaging with the customer for one hour or 30 minutes or 15 minutes is much, much cheaper than it is to go and pay hundreds of thousands of dollars to get a new customer.
The whole point is to give your customers a wow experience, right? And so, this wow experience could come in many different ways and it doesn’t actually need to have anything to do with the product. I’ll give a very, very straightforward example. With our agency, Web Profits, we’re working with CMOs or a VP of Marketing. They often have all these challenges in their business like, “Hey, how do I make projections for the board?” or, ” I’m hiring, what are some interview questions?” Senior people may not just say, “Here’s the interview questions.” It might be things like, “When you’re hiring, I’m happy to help you. Somebody from my team is happy to be one part of the interview process,” And that’s like, Wow!” That’s one thing that most other agencies don’t do.
My software company Mailshake is an email platform, so we can send personalized emails in bulk. The hardest part of using our software isn’t going through the flow and sending out an email, it’s actually, “What the heck should I say? What should I write to these people?” And so, we found we can do all these tweaks in the product but if we just simply help our customers write better copy, they’re going to be the most successful. And so, that’s exactly what we do. We review campaigns, we give feedback, we create a ton of education around how to write these emails, so you as a user can get a better response.
These two experiences: from an agency services side that’s selling $100,000 a year contracts, plus on the Mailshake side, our average price is $30 a month. Very, very different average contract value LTVs, but the wow factor works the same way. What the results of this wow factor are is – one, talking to your customers so you keep them longer, high LTV, more revenue if you’re finance-minded. Number two is actually, this is hard to measure but it is possible: you get happier customers, you train them and it’s the first step to turn them into advocates. This works at both of our companies, and actually provided most of the success I’ve had in my marketing career. Engaging customers and the C-Factor resulted in customer-driven growth.
Most of our customers come from word-of-mouth or referrals. The simplest way to measure this is in the signup flow. Ask, “How did you hear about us?” The age-old thing, most companies have been doing this for a while. And ask them when they answer “friend or colleague” – ask for their name. It’s another field that can add more friction, but ask for the name. Mailshake gets around like 500 to 700 new customers a month. 250 people put in a person’s name and we take it even one step further – we send those people a thank-you note and we find them if we can on social media, find their emails, and what have you. So we’re engaging with our advocates. This is a big part of the cycle of engaging with people and really adding that human factor. Not all of this comes down to time-intensive engagement like phone calls. You can do something simple like send a thank-you note on LinkedIn or by email.

Net Promoter Score: how it’s done

Advocacy and referrals is a good place to jump into NPS (Net Promoter Score). How useful is NPS for you and in the companies that you’re running?
The NPS score is a part of our playbook in getting feedback from our customers. Now, in terms of a score itself, I’ll be honest, I don’t use it much. As in, I don’t necessarily care about what the score is. What I care about is that it’s trending upwards, and the quantitative and qualitative balance of feedback.
Here’s an example of quantitative side. Let’s say our score NPS is 50. I’m just giving you a random number. I’m looking at how many people have reported and given feedback that there’s issues like bugs [in the software]. And so, I’m looking at how many bugs there are, whether they’re blocking and causing a bad Network Promoter Score. That’s feedback auto-tagged to the software we use. We use this information in talks with our devs to think through the product. So we could take an approach like, “Okay, looking at our product – even though we’re releasing new functionality that customers have requested, it’s getting more and more buggy. Let’s make sure we reduce that.”
“My Sunday morning ritual is reviewing the last week of feedback. […] I want to get a general pulse on the company.”
The other side of this is the qualitative stuff. Most of the time people who have had a really good experience are giving you more fuel – it’s open input for more detail that oftentimes is a testimonial. So that goes straight to your website, we have a slash testimonial page on Mailshake and it can go straight there. We review NPS once a week, usually every Monday. You can dive in deeper by contacting the people who provided feature and functionality requests along with their feedback. Anyone who kind of gives a detractor or the passive score we actually email them as well and we send them an auto email saying like “Hey, what’s going on? Tell me more.” And that response is an automated email that gets sent out from our support team, and responses go back to the support team.
I’ve found that from doing customer interviews and just continually talking and engaging customers that it’s not necessarily solving their problems, it’s showing that you care, right? Some problems are not solvable or a customer might say something like, “I just sent a campaign out and I got horrible results. It’s not your fault but I’m glad you reached out and tried to do something about it.” It’s turning those detractors into advocates in your community. I think one part of what I’m talking about here is a brand, right? When you talk to startups, brand is not necessarily a marketing tactic, a growth tactic, it’s a part of marketing and frankly only larger companies or later stage companies start to focus on brand. I think building a brand is a big part of how you can stand out in today’s market. There’s at least a dozen products for every problem. You can stand out by building a brand with values. In this case it would be that you show you care.
If you make this kind of human-centric claim, then there better be a person on the other side of communication, right? That’s what feedback has not done well traditionally. It tended to feel like a black hole with people thinking “what’s happened with my feedback, and is there someone actually on the other side reading this?” I guess the advantage of using software and reviewing on a weekly basis, like you said, is that it starts conversations with people that actually builds good faith.
Exactly, and it’s action too, right? So look, honestly. It’s rare that when somebody requests a feature or functionality, do I email them saying, “Your features is added, it’s live. Check it out.” But what I do is proactively, weekly, we reach out to customers, proactively talk to customers, create webinars. We create content based on problems. A few dozen people in the last two months have requested videos, and I’m not going to email them saying, “Hey. Videos are live.” But we’re working on creating walkthrough videos. They’re not product demos, but actual videos from our marketing team and sales team using our product. And so, when this goes live, maybe not all those dozen people who gave that feedback will notice but a few people who do will know that we actually did it for them. It’s this repetition of actually taking action and showing that you’re doing something with that data on a proactive basis. That’s really the key there.
It’s funny because when I think of NPS or getting product feedback or customer feedback, I always have to think of banks and car rental companies. They all ask, “Tell us about your experience.” My thoughts are always, “Are you really going to do anything with this?” Because I’m pretty sure if I tell you, you suck, you’re not going to do anything about it. Unless I talk about a banker or specific person, you may have that conversation. But if I’m talking about the bank as a whole, you’re not going to change your practices because of anything I say. However, I think that stigma doesn’t have to be the same for software companies or any other company really.
Yeah, especially if you’re looking at things in terms of a growth mindset where you’re able to process information a lot quicker and bring things into action a lot quicker.
Is NPS always the right question to ask? How often should you be asking?
So I think Net Promoter Score is something that should be done on a regular cadence. 90 days, 120 days, and that number really depends on your product and company and usage, right? So for example, if you’re a pizza company, you probably don’t want to have your NPS scores go out every 90 days. What if people don’t eat pizza every 90 days, or what if they order pizza all the time: then it might not make sense to do it every single time. If you’re Airbnb, they ask about experience and get feedback on every single trip because that’s really, really important. So if you’re Airbnb, NPS every 120 days is maybe irrelevant because of how often people use Airbnb. You have to figure out that cadence for yourself. But just think about it in terms of say a dozen or so usages of the product in between the times that you ask. I found that if you ask too frequently under 90 days, it’s overkill. Frankly, you can’t do enough in that timeframe to implement the feedback. You’re going to get people saying, “Well I’ve already told you. Stop emailing. Stop talking me.” They might get a little annoyed. So you have to take into consideration the annoyance that it brings or the actual extra steps.
There’s something that I fear has crept into feedback now, this culture of over-asking. Does every customer touchpoint or activity need to be evaluated? To give an example – I just moved house and my cable provider asked me would I recommend them to friends or family on day 2.. For me this doesn’t make a lot of sense, because you simply don’t know at that stage if it’s a good service. It’s about finding the right question at the right time.

Feedback reaching the right stakeholders

So, in terms of feedback culture, how do you bring feedback to life? Beyond the stats, how do you make sure it reaches the right people in your teams?
So we integrate all of our feedback. We have some in-app feedback. Like we ask customers for feedback after they sent a campaign [in Mailshake]. We have product specific feedback- so that product teams use specific feedback, knowing that we asked. We have NPS scores. We have “how’d you hear about us” forms and sign up. For most data, it goes into this channel on Slack called ‘the feedback channel’. Pretty much every weekend, my Sunday morning ritual is reviewing the last week of feedback. I don’t have a document or spreadsheets that my notes go into at this point. I truly take a qualitative view on that week and I just look through what people are saying. I want to get a general pulse on the company. Later I jot down notes. I have this running Google Doc that I share with the whole company. At Mailshake and on Ramp Venture’s side, all of our SaaS companies, I’m the one that’s closest to the customer. Because for us, customer success, customer support rolls up into marketing because it’s a function of marketing for us.
When I talk to the individual teams, or in a weekly founders meeting, or an executive meeting it’s one of the points I always hit on: “Okay. Here’s the pulse for the week of what people are saying.” It’s not qualitative. It’s like, “Look guys, we had a really buggy week. We need to fix this and share the Google Doc and it’s a recurring thing this quarter. Let’s make sure we do a bug sprint or let’s make sure we resolve this.” Lots of features that are coming to light, so when I look at features, I always take every week as a new week. Completely from the perspective as if I didn’t know anything about this company, what are the things people are requesting? And then if people are requesting it over and over and over again, then I can say, “Well, we’re actually ready to build features, prioritize based off of the requests.” But also with things like the impact and the ease of use and whatnot. Same thing with support. We raised our prices a few weeks ago. It went from $19 a user to $29 on Mailshake. We’ve done this before and what we learned was that it’s going to affect people in the current buying cycle negatively, so let’s make sure that we honor that old pricing for people who are evaluating our software. So, we learned from last time that people got pissed because we forgot about it. It was an oversight. This time around, we proactively solved that and that was just the information we got from our NPS. Not NPS, but like all the feedback mechanisms.
Yeah. The comments that come rolling in with it.

Not investing in feedback? Extremely costly.

On the ROI side of things, feedback software and investing in feedback tooling is often a tough sell because proving the ROI is quite difficult versus something like a comparable sort of mechanism in sales, for example. In the latter case you can answer against the amount of SQLs, leads to customers that you’re bringing in. With feedback, as you’ve noted, it often comes down to qualitative output and it’s quite hard to prove the ROI in direct or convenient ways. What’s you’re thinking on that? Has feedback been ROI positive?
Oh, absolutely. I mean, the cost of the feedback software, time and the investment we put into this is pennies compared to the impact if we didn’t have the tool. So here’s an example, imagine we didn’t talk to our customers or have this feedback mechanism for our company. We would build the wrong thing. Maybe not all the time. But maybe that goes from like 100% accuracy of building the right things to like 75%. That 25% for our three-person dev team, how much time would that be? Like let’s just quantify it, right? The three devs, they’re over six figures salary. If they each spend one week every month building the wrong thing, and that’s not even considering opportunity costs, we’re talking about thousands of dollars every single month because we don’t want to pay a few hundred dollars for software or we don’t want to spend a few hours a month taking time to really talk to our customers. So I think I look at this in terms of: what happens if you don’t have it and you don’t have these mechanisms? The other thing is when you do have these things, you also get laser focused building things that people want and you get ideas for product, for marketing, and advocacy that you probably wouldn’t get elsewhere. We had a customer that was like, “I’m a big fan. I’ve been referring you business and I run a podcast. I want to mention you guys on our podcast. Can you give us a deal for our podcast listeners?” And that was just a low-hanging marketing opportunity. We gave him a little coupon code and he ended up bringing us like a hundred and something customers from three podcasts episodes.
That’s just free revenue for me. So there’s these opportunities that come around from getting feedback from customers. I think about it like this – what if people hate our experience, and then don’t tell us? That’s worse than hating our experience and knowing what it is. Because one hurts our feelings, the other one kills our business.

TL;DR: Key takeaways.

  • Customer-driven growth is surely one of the most effective growth strategies.

    Why? It’s cheaper to retain existing customers than to acquire new ones. Engaging with customers isn’t just beneficial for you -you’re actually helping people get a better experience. Education and content play a huge role.

  • Checking in on your feedback weekly gives the ‘pulse’ of your business.

    Feedback should be rolling in on a continuous cadence, the timing of which should be designed intelligently around your customer journey touchpoints.

  • Net Promoter Score (NPS) is an engine for referrals.

    NPS is a vital tool in the Growth Marketing stack. It aids in identifying possibilities for referrals in your customer base. ‘9’- and ’10’- scoring customers are very likely to recommend you to others – make sure to follow up with them and thank them.

  • Be sure to follow up negative feedback.

    Automation is a big help here: send an automated email to ask what might be going wrong. Have your customer service reply to these emails. Build a dialogue. You won’t be able to fix 100% of issues – but you can ensure every customer feels respected and listened to.

  • When thinking about the ROI of working with feedback (software), consider the opportunity cost.

    What if you built the wrong things even 25% of the time?

    • Say you have 3 developers, at over six figure salaries each.
    • Imagine the cost to your business of them spending one week of the month working on the wrong thing.
    • Compare that cost to a few hundred dollars for software which helps you keep your finger on the pulse of your business.

Thoughts on value-driven product strategy

Опубликовано: 14.06.2018 в 15:07


Категории: Product

If you walk into a dark room, the first thing you do is turn the lights on. It’s an immediate reaction that we are used to doing and is generally a norm. The best way to build great products is to listen and engage with user feedback. However, although it’s considered a best practice, it’s not a norm that is followed through frequently. One of the reasons I joined Starred is that I firmly believe in the mission of making feedback better for everyone. I’ve seen the value of it in software development and also as a consumer with customer service feedback and as an employee with HR engagement feedback.
Over the last few months we have listened and heard great ideas from our clients on how we can improve our platform and services. As we firmly believe in building together, it is important that we share and refine the ideas towards our goal of making the best technology in the world to create, distribute and analyze feedback.
I share those themes of creating, distributing and analyzing feedback because it is at the heart of what we do to to provide inspiration for better services, products and experiences. Listening to our customers going through the feedback process ourselves showed us four major themes that we will be focusing on with our technology:

These themes are going to be the driving force behind the product changes you will see in weeks and months ahead. And as we listened, we worked together internally to determine the best way to create, refine and bring value to you. It’s also incredibly important for us to build products which align with our own culture and values. At Starred we:
  • Work smarter
  • Start with the human
  • Embrace and drive change
  • Build together
Bringing feedback to life at any organisation needs to proceed from these kinds of principles. But what do these themes mean for you and your experience with Starred? It means that you should expect some exciting changes ahead:
Show Value Right Away: We’ve heard from many of you that the value in feedback you receive is great – especially with Starred’s high response rate – and that value should be shown right away. Whether it’s having top-line company data – number of active survey, average response rate – or granular level data – a feed showing comments – we want to bring this value we have in a straightforward way.
Intuitive User Experience: As value is being created, it also has to be presented thoughtfully. Going hand-in-hand with this is creating a user experience that is intuitive, simple and innovative. If that means business intelligence data broken down into tiles so you can drop and drag to create your own metrics view, we know that bringing the value upfront is critical to our clients success. So we will be focusing heavily on updating our user experience in the next few months to meet the feedback you have given us.
Leverage Data and Knowledge: The trend the last few years is that data is the new gold. And we believe that leveraging our massive data set to provide you insight is a great opportunity. Whether it’s working with world-class business intelligence tools to sit on top of our data structure or providing reporting tooling so you can slice the data the way you need it, it is important to us to empower our clients to do that.
Connect and Automate to Value: Increasingly we see that clients use a CRM to manage customers, an ATS for hiring and another tool to manage the sales pipeline. Connecting to these sources of client value is integral to success and a reason we are excited about continuing to enhance our API and developing a dedicated Integrations Hub that houses simple to use logic to connect to what you need.
These themes are all connected in providing you the best value Starred can offer to make your customers happier, your products better and your revenue higher. Together our product, design, integration and development teams will be focused on taking ownership of the great feedback you have given us as we continue to build together. As we go through this process we will reach out to you to validate if we are on the right path and to adjust the course as necessary.
At Starred our mission to make feedback better for everyone. Part of making it better is using the data as source of inspiration to empower change. The best way we can live our values is by acting on the feedback of our most important customer: you. I am looking forward to hearing your continued thoughts as we work together to show that feedback matters.

In-depth: Respondent Feedback Form

Опубликовано: 13.06.2018 в 12:12


Категории: Product

Design is both art and science. In this longer read we’ve got Starred UX Designer Mac Kozal sharing his research insights and creative process from the Feedback Form redesign.

The Challenge

We put a quote of Ken Blanchard at the bottom of our webpage: “Feedback is the breakfast of champions.” We want to make this breakfast more delicious for Starred users. In practice, this means we want to provide even higher response rates. That was our starting point for the long journey of redesigning the respondent experience. We also decided we won’t make any upcoming changes obligatory to users at first. They can adopt the new version if they want, and A/B test with the existing Starred feedback form.
Our ambition is to make feedback fast and fun for respondents on any device in any country within any context. If the survey form is short and sweet, it’s more likely that someone will make the effort to fill it out and submit it. It’s a serious challenge. To make it easier to execute, we set up 3 design rules before we even started sketching the first solutions:
  • Put the respondent first
  • Build on knowledge, not assumptions
  • Easy access on any device
When we introduced the current Starred Respondent Feedback Form people answered most surveys on desktop devices. Right now the proportion is quite different. Desktop computers are still super important in many cases. The majority of respondents use them as input devices during working hours. At Starred we’re also working with companies whose respondents will use mobile devices to give feedback two times as often as desktop ones. We expect we can increase user satisfaction and survey completion rates by equalizing the importance of both input devices.

Nowadays people use mobile devices at least as much as desktop devices to give feedback, and in many case even more.

Research & Design

We initiated the redesign process with solid preparation and ensured we would be well-organized throughout. We measured and checked how people use our feedback form, and we examined Google Analytics. These studies together with sentiment feedback from respondents gave us a clear indication of what people were missing in the current version.
Respondents are happy with the ease of use of a Starred feedback form, but they pointed out it would be great to have bigger fonts and clickable elements, especially on a mobile version.
With this knowledge, we sat at the drawing board and began with interdisciplinary brainstorming and sketches. This approach allowed us to check and verify a lot of ideas reasonably quickly. Without forcing ourselves to design on a computer we felt free to experiment and find more interesting concepts.

A few initial sketches and explorations
When we became confident with our ideas we moved our design to computer programs. We published the first prototypes to check which versions performed better, and why. We made a lot of iterations of design solutions to be sure we’d choose the right one. We included a lot of small tests in our process. We proposed two solutions and asked users to choose which one they liked more. We didn’t want to forget we design for people and we care about their opinions.

One of our preference tests. We wanted to check which icon performs the best in representing the action of adding a comment.

Another of our tests. We wanted to check the readability of text on different backgrounds.
The design for the mobile version was quite straightforward for us. When we established our design principles we started to work on a desktop version of Feedback Form. Initially, we transferred the mobile design to bigger screens to check how it performs. In the first place, we weren’t satisfied with the result. Something was missing.
One of Starred’s promises has been to deliver surveys which fit on one single screen. This simply couldn’t be fulfilled with bigger elements and bigger fonts. During one discussion a rather radical idea appeared. Why not experiment with a version of the feedback form where users see only one question at a time? This was a big thing for us to deliberate – changing one of the unique characteristics of Starred.
We resolved that we would only take this course if it would benefit our users. Our promise to put the respondent first would still be the guiding principle in any changes to- or new features on Starred. We made a list of advantages and disadvantages of two versions and prepared two prototypes to test them among respondents.

Advantages of both versions taken from usability testing
We did both quantitative and qualitative user tests. We arranged appointments with respondents and a research expert. The results of the usability testing were clear. 70% of respondents preferred the version with one question per screen. They felt more confident when they saw a smaller amount of information on the screen. The majority of users think they can concentrate more on the questions and give better answers. Thanks to an animated progress bar they can estimate how much time do they need to fill the whole feedback form.

User preference: Multiple questions per page vs single question per page

We used a data collection technique called ‘Rainbow Matrix’ to effectively collect feedback from our respondents

Visual design

We collected a lot of good feedback from our usability studies and we decided that we wanted to get the first version live. It needed to be responsive, animated and fun to use for respondents. We’re going to set up the first version as soon as possible and we will be upgrading it based on feedback and metrics from our clients and respondents.
We have an intention to provide a superb experience for our respondents. To fulfill that we came into a few principles that our feedback form should comply.
We’re proud to present the upcoming redesigned respondent feedback form. Let’s dive into how the design rules and testing we did is reflected in the new feedback form.

New Feedback Form on a laptop.

Similar experience regardless of screen size

People use a lot of different devices right now. We aim for delivering the same experience regardless the computer or screen you use. Content should be readable and crisp on all of them. A user needs to be able to utilize every available function without extra effort and unnecessary thinking.

The card design principles are the same for all screens.

The general feeling of the survey remains the same on every screen size.

New Feedback Form on a small laptop…

…and on a big desktop computer.

The mobile version on a phone…

…and on a small tablet…

…and on a large tablet.

Controls are reachable and noticeable

All controls and touchable elements should have the proper size and spacing to manipulate them with ease on every device. No one likes the feeling on mobile of wanting to perform an action, and the button being too small to handle..T We redesigned all the controls to make them easier to use and give instant feedback to the user.

The new grades design on bigger screens.

On mobile devices, a tooltip shows when you start dragging a scrollbar so you can always see the score, even if the indicator is covered by your thumb.

Layout with a good rhythm that supports the communication of the content

We used a grid to support a vertical rhythm. A careful use of spacing between card elements creates a good vertical rhythm that supports the communication of the content hierarchy. A user knows what is the most important and what is expected of them.

One of our screens with the grid system projected on top of it.

Colors highlight information

Colors can convey information, especially in feedback. Colors can be very subjective, culturally- or even personally dependent. Using specific tones can help convey an overall impression. Our purpose was to make a clear division between positive and negative feedback, including taking account of color blindness.

A test we carried out to visualize how people with different kinds of color blindness see our color schemes.

A color preference test.

Subtle microinteractions for more clear and enjoyable experience for the user

During the usability tests, users told us they would like to see animations and microinteractions in a feedback form. Studies also suggest that good implementation of microinteractions inspires positive emotions, creates pleasure and increases happiness.

A transition between cards. The progress bar on top of the screen gives a clear indicator how much of a survey is already solved.
When a user clicks on a comment, the rest of the screen is dimmed and they can concentrate on the comment itself.

We implemented enjoyable transitions between smileys.
The change to the new version will not be obligatory for our clients. We want to ask them first if they want to try the new version or keep the old one running. We want to learn from feedback more to make the future improvements and adjustments tailored exactly to our users’ needs.
Do you want to participate in future user tests, or be in a first group with the access to a new version of a Feedback Form? Sign up using the form below.

Become a tester!

How to build a business case for NPS

Опубликовано: 12.04.2018 в 17:28


Категории: Recommended,Ultimate Guides,Unassigned

To show investing in NPS feedback makes sense, you need to show it makes business sense. In this blog series Starred’s finance guru Peter Strik breaks it down.
Customer centricity is essential to your organisation’s long term success. That’s why smart organisations invest in customer feedback. How else can you know if you’re headed in the right direction? It makes intuitive sense, but does it make business sense? Because while you’re struggling for even a small boost to your budget, the sales and marketing department is swimming in extra cash. How come? Because they can show return on investment.

What is NPS and why is it important?

Net Promoter Score (NPS) is one of the most prevalent and important business metrics. It’s a tool that helps you gauge the loyalty of your clients. The idea is that by asking a simple question based around whether someone would recommend you or not, you can understand their loyalty to your business. Answers to this recommendation question are given on a scale of 0-10. Scorers 0-6 are ‘Detractors’. 7s and 8s are ‘Passives’. 9s and 10s are your ‘Promoters’. Working out NPS is easy, here’s how to calculate NPS:

How to calculate Net Promoter Score:

Your overall score will land between -100 (all Detractors) and +100 (all Promoters). Companies with very high customer satisfaction tend to report NPS scores of +60 or higher. A lot of discussion occurs around benchmarks and comparisons of NPS scores. Arguably more important, however, is measuring your own NPS baseline and improving it based on the reasons *why *your customers are recommending you or not.
More Promoters is without doubt better for your business. Enthusiastic, loyal customers recommend you more to others, buy more from you, and present significantly less risk of churning. To grow your customer-facing business you need to measure NPS and boost it.

To show NPS pays off, you’ll need a strong business case.

In this series of blogs, I’m going to help you building a business case for NPS. To get customer feedback right, you’ll need to make sure everyone is singing from the same sheet. That’s why I’ll be a covering several topics, all grouped together in 3 main areas.

1. Strategic fit

2. Implementation plan

3. Working out the financials

Let’s dive into each of these three areas to cover the basics – I’ll get into more detail later.

The basics

When you write a business case, you evaluate a business decision and underpin it with three key elements. It comprises: strategic fit, an implementation plan, and the financials.
These three elements come together in the decision taken by your team or management. For example, in your business case for NPS, you can propose them to take a decision like the following:
ACME Recruitment’s mission puts the customer at the heart of everything we do. To improve our ability to listen and learn from our customers, I propose to implement a fully-automated cloud software feedback solution. By collecting continuous feedback from our clients, we can monitor customer feedback and customer engagement, expressed through NPS, along the entire customer journey. This will require:

  • Authority to recruit one full time employee, who will develop and monitor fact-based improvement of customer experience, at an annual salary of € 30.000,
  • An annual operational expenditure of €4.000 for software license fees,
  • One-off capital expenditure of €1.000 for internally developing integrations between the feedback software and our core CRM- and service ticket systems.
This will resulting in an improvement of the NPS of ACME Recruitment of +5, as well as an additional margin of € 60.000 per year, which represents a Return on Investment of +13%.
Let’s break down the three key elements of the business case one-by-one.

Strategic fit

You first need to understand how NPS fits into your organisational strategy. This is the first step towards getting sign-off for the extra budget you need.
The greatest challenge your team or senior manager has, is to make sure that they allocate the resources and capabilities at their disposal to execute and support their strategy. That means that all their staff, budget, and objectives should be focused on reaching the organisation’s strategic objectives. There’s both “business-as-usual” work, as well as strategic actions aimed at making big improvements.

Finding the right NPS strategy for your organisation

By taking into account your organisation’s corporate or departmental strategy, you can identify your proposal as a strategic action necessary to execute or support the strategy. For example:
  • Customer-centric strategies put the customer at the heart of everything that happens in the company. It’s therefore crucial to get high quality customer feedback from every stage of the customer journey, as it’ll help you identify strengths and weaknesses in your product, service, or customer-facing processes.
  • Growth strategies focus the business on expanding existing markets or finding new ones. Customer feedback will help you segment your existing customer base into Promoters, Passives, and Detractors. Promoters spend between +15% to +350% (!) more than Detractors, so identifying and growing your share of Promoters is an essential part of any growth strategy.
  • Cost reduction strategies aim to cut unnecessary expenditure from the budget. Build your NPS case on reducing your share of Detractors. They’re more likely to complain or take up your support resources, so solving a Detractor problem cuts your company’s customer service costs.
  • Innovation strategies help companies grow through advancements to technology or services. Innovating and solving your customers’ problems opens opportunities for feedback. Getting objective customer feedback will identify gaps in your portfolio and focus attention for your R&D by identifying things that your customers really value.

NPS implementation plan

The second key element in your NPS business case: a crystal clear implementation plan. You need the confidence of your team or senior manager that you’re ready to get started, as soon as you have the go-ahead. That’s why it pays to hash out the key steps of your plan for a successful roll-out of NPS. In your implementation plan, you need to cover 4 main elements.

The 4 main elements of an NPS implementation plan

  • Establish your NPS baseline. Do this either by analysing your existing NPS data. If you don’t have existing NPS data then Starred is the perfect solution. Book a demo with us and tell us your challenges. We’ll set you up a trial and you’ll be ready to send your first survey in less than an hour. With your NPS baseline taken, you can get to work. Segment your customers into Promoters, Passives and Detractors. You’ll have to do this to get your financial calculations in order, ahead of making your business case.
  • Identify NPS drivers, and analyse them using a priority matrix. You can only find out what is driving NPS if you measure correlation with several carefully selected variables. These can both be pre-defined (e.g. known customer characteristics), as well as additional satisfaction drivers (e.g. product delivery, packaging, service). Once you analyse the impact of all the variables on NPS in both your baseline and subsequent surveys, you’re establishing a list of the things you need to invest in that will actually improve NPS.
  • Implement automated feedback software so you can scale your feedback plan. Working with customer feedback in a structured way is a task which will require a few pairs of hands. But do it smart – there’s no need to waste time and play it risky by manually sending invites and handling data. Automating feedback frees up your stakeholders to focus on the things that will actually improve your NPS.
  • Design feedback processes to embed customer feedback throughout the organisation. By identifying the routing of feedback through your organisation, you can enable the right stakeholders to engage directly with customers, so that you can quickly solve your Detractors’ problems, or benefit from your Promoters’ enthusiasm. Just as important is setting up a process through which you will create action plans and monitor improvement initiatives.
A tool like Starred’s Priority Matrix helps you identify your NPS drivers by ranking up to 10 variables according to customer satisfaction and impact on NPS. It also helps you visualise which variables you need to improve, leverage, monitor, or maintain.

Working out the financials

Once you’ve found a strategic fit for NPS and created a clear implementation plan, you’ve established that your proposal makes business sense. Now you need to make sure that it makes financial sense. Because in the end, a business case is also very much a financial decision.
Here’s how you demonstrate the return on investment of your business case for NPS.
As the term suggests, Return on Investment determines the (expected) return in terms of net revenue growth for any investment. On the net revenue growth side, the equation has three levers.

NPS & the 3 levers of revenue growth

  • Increased revenue from a larger number of Passives and Promoters. Findings from studies on NPS show Promoters spend between +15% to +350% more than Detractors, and Passives spend around +10% more than Detractors. So, for every point that you improve your NPS, your organisation will increase its revenue.
  • Lower cost from a smaller number of Detractors. Again, drawing from case studies on NPS, it’s clear that Detractors cost your organisation a lot more money. They’re also more likely to complain, or call support. Reducing the number of Detractors therefore directly results in lower costs.
  • Less churn as Promoters are more loyal to you than Detractors. The evidence for this is overwhelming. It comes down to the fact that Promoters have no reason to look for alternatives. They’re already happy with your product or service. Detractors, unhappy with your organisation, will look elsewhere and are much more likely to leave. This is costly from a customer acquisition perspective. Finding a new customer is more expensive than maintaining an existing relationship. It also puts a brake on your organisation’s growth.
Finally, you estimate the investment you’re asking your team or senior manager to make. The investment will consist of the cost of any additional team members you need to implement your plan, the cost of the feedback software you need, any one-off investments in implementing the software (e.g. developers that can integrate the software into your existing core CRM- and support ticket systems), and a small percentage (5-10%) for any unforeseen costs.
Even if you’re planning to absorb the extra work in your existing team, it’s good to include it in the financial plan. It shows you’ve got a comprehensive plan in place, that is well-supported by your organisation.

More to come

To make a success out of customer feedback the first step is building a business case for NPS which proves its fit in your organisation. On a strategic front, in a clear implementation plan, as well as with well-calculated financial planning – all bases need covering in your business case. If you follow this guide you’ll be off to a good start.
Still to come in this series we’ll have articles focusing on all three elements I’ve put into play here, as well as deeper dives into specific topics. I’ll go more in depth on proving Return on Investment, putting together a flawless feedback implementation plan, and provide a template you can use to present to your team or senior management. Sign up for my blog using the form on this page to be the first to know when I’ve released my more detailed blogs on strategic fit, implementation planning, ROI-calculations, as well as the use cases of our customers that successfully implemented customer feedback software to get started with NPS.

. . .

About the author

Peter Strik is the Head of Finance & Analytics at Starred.
He’s a big fan of plans with numbers, making sound decisions, and automating things. Before joining Starred, Peter was responsible for building business cases for hotel investments worth over €200 million at TUI Group, Europe’s largest holiday company. In addition, he has managed various complex business change and automation projects, most notably a business intelligence tool that is now used by 300 users in >40 countries worldwide. Feel free to reach out to Peter if you need help with your business case for NPS.

The Ultimate Guide: Survey Landing Pages

Опубликовано: 12.04.2018 в 17:17


Категории: Ultimate Guides

A good survey isn’t complete without a good landing page to thank your respondent and tell them how you plan to follow up. Starred lets you follow up your surveys with customisable Thank-you landing pages. Tell your detractors you’ll fix the situation, leverage the support of your promoters.

Thank You (TY) pages on Starred are one of the best ways to personalise your surveys, allowing you in an automated way to adapt to your respondent’s sentiments and continue a dialogue with them. In this article we cover how TY pages work on Starred and offer our best practices for getting the most from these pages.

What is a Starred Thank You page?

Thank You pages are a key Starred feature whereby you can customise a landing page for your respondents to be shown after they have finished their survey.

First, you’ve got a general Thank-You page that can be shown to all respondents to your surveys.

As well as inserting custom text, our TY pages allow you to include a Button Link which can direct your respondents to a domain of your choice (perhaps your own website or LinkedIn or a referral domain).

To really get the most out of TY pages then make sure to include an NPS block in your survey. You’ll then be able to show custom TY pages for every NPS segment: one for Detractors (scores 0-6), one for Passives (7s and 8s), one for Promoters (9-10).

How to customise Thank You pages in 3 quick steps

It’s super easy to customise TY pages on Starred.

Step 1.

Head to your Company Settings and select Invitations

Step 2.

You’ll see that per NPS category of Detractor, Passive and Promoter (and in every language you might be offering your form) you have the options to customise:

  • a title
  • a message
  • a button link
  • a text for your button

Step 3.

After you’ve got your text reading exactly as you want it make sure to save your TY page. Also be sure to have a look at the Preview to see it from your respondent’s perspective.

Why are these pages important?

We think it’s important to have respondents land on a page after their survey which reflects the sentiments of their survey.

In old-fashioned surveys (the kind you’re hopefully no longer sending your customers!) you might remember those terrible popups that said something like Survey complete. You can close this tab. Well, no longer!

If your customer is unhappy you can thank them in a genuine way for giving honest feedback, that it will be taken seriously and that they can expect follow-up – that’s the quickest way to turn a Detractor into a Promoter.

How about Promoters? After they’ve taken the time to give you great ratings, you don’t just want to show them a default pop-up, surely? Why not capitalise on the good vibes and thank them for their great feedback, and ask them if they’d mind leaving you a review through the button below? Trust us, a lot will.

How to build a really great Thank You page

Behold! Here’s our treasure trove of best practices for getting the most out of our TY pages.

  • TY pages are added on a company level, so they will be shown as landing pages after all your surveys. Make sure they’re relevant to all the feedback forms you have running.
  • If you’re using different tones of voice across multiple feedback forms make sure to keep your TY page(s) fairly neutral.
  • Be humble in your text and remember to thank your respondent for taking the time, however they’ve rated you.
  • Button links to forward respondents to your website, news or referral portals – wherever you choose – can have a UTM source tacked on the end of the URL. This way you’ll know that your traffic is coming from Starred. Handy, right? 💡
  • For your Detractors and Passive scorers we’d always recommend using the TY page to tell them that their feedback is taken seriously, and that you’ll let them know what you’ve done with their feedback. Make sure you can live up to your promises: Once you say you’ll follow up with people, you’ve got to do it!
  • Bonus follow-up tip Building groups in Starred based on NPS scores is super easy, and after grouping together all your respondents who voted a certain way you can easily generate a list of people who you can loop back to with improvements to your product and service. That’s what we call closing the feedback loop 👌
  • Always, always use the preview to see how your clients are going to see the TY page. Put yourself in your respondent’s shoes.
  • For all you feedback overachievers: Want to close the gap between feedback invitation and someone leaving you a review? You can have NPS Promoters (9s and 10s) skip the feedback form altogether after clicking through your invitation email, and send them on to your TY page. Get in touch with us for more info on this!

Checklist: high response rate on customer satisfaction survey

Опубликовано: 12.04.2018 в 17:15


Категории: Ultimate Guides,Unassigned

When measuring your customers’ satisfaction with your product or service, you want to receive as many answers as possible. It’s a numbers game – in order to make improvements to your product and/or service you need a significant response rate upon which to make data-driven decisions.

Your goal is a maximum percentage of people who eventually send you their feedback. This will provide you with a number of new insights that help you improve, ensuring you increase customer loyalty and therefore your turnover.

So far so good. But there’s 3 major ‘risky moments’ in your customer satisfaction (CSAT) surveys that you would want to prevent, or at the very least mitigate the risk of in someone abandoning the survey. Let’s call them ‘Quitting Moments’.

  1. The respondent’s email inbox
  2. The email itself
  3. The survey

Below is a checklist with questions per ‘Quitting Moment’. If you can answer these with an emphatic YES you’ll be on the right path to high response rates for CSAT surveys.

1. The respondent’s email inbox

  • Do you have a clear subject line? We all know by now that in order to get a respondent to open your mail, your subject line needs to stand out. A few subject example texts you could try:
    • How can we make you happier?
    • We’re listening: what do you think of us?
    • We need your help!
    • How are we doing?
    • It’s time for your opinion
    • Tell us how we can improve

      Personalising your subject line also helps to gain a higher number of e-mail openings. You could drop in someone’s name: “Sanne, a quick question for you.”

  • Are you sending out your email at the right time? Tuesday and Wednesday between 1pm and 3pm are good moments to send out your invites.
  • Are you sending your email directly from your/ a personal email address? It works much better when the customer receives an email from a person they already know. Email sent from an info@.., or worse: noreply@…., receive a much lower response.
  • Do you have an automated reminder? A simple way to increase your response rate is to send a reminder after a few days. Of course this should only be aimed at customers who haven’t responded yet.

2. The email itself

Congratulations! Your email invitation survived the overload of the recipient’s inbox. They’ve opened your email – are they going to respond?

At this point it’s important your invitation mail’s content is personalised and geared towards converting respondent’s to click through.

  • Is your communication in the email personal and relevant? You know who your customers are already. Don’t confuse customer satisfaction with market research. Asking irrelevant questions harms your response rates. Use customer information in your e-mail. Customers hate to be called Dear sir/madam. Address them personally and reference their purchase information, for example.
  • Is your email to-the-point? Make sure the email is short and clear and only asks your customer for one thing: to fill in the customer satisfaction survey. Don’t distract your customer with different Calls to Action.
  • Is the value of your email clear? For example, is it clear that you’re actually going to work with the feedback they give? When there’s no feeling of value, customers won’t click through to the survey. It’s just another survey. Avoid any such sentiment by making sure there’s a clear feedback loop being closed.
  • Are you already starting with the first question in the email? By asking the first (most important question) in the email, filling in the survey will be even easier and faster, which will lead to a higher response rate.high response customer satisfaction survey

3. The survey

Two thirds of the way there. Your invite has survived the overcrowded mailbox and your invite has actually been inviting enough to get a clickthrough (probably because you asked the first question in the invite!).

Last step – optimising your survey to get a high response and completion rate. How do you get someone to fill out your survey?

Can you answer these questions with YES?

  • Is your survey brief and easy to fill in? When the survey is several pages long and gives your respondent that ‘black box’ feeling, they’re going to quit. Either make all your questions transparent, by showing them all on one page, or be super clear about how long the experience will take.
  • Is your survey responsive? In other words: is it also easily filled in on a mobile device? More that 60% of email are nowadays opened on a mobile. This means there’s a reasonable chance your customer will open the questionnaire on his/her phone or tablet. When this doesn’t work properly…. They will certainly quit.
  • Are your questions personal and relevant for the recipient? Same deal as the invitation – don’t ask questions you already know the answer to! Asking a customer what they bought from you only makes you look incompetent.
  • Do you have a clear follow up plan for the feedback? Show that you are actually going to use the feedback. This will make your customer more willing to fill in the survey.

Hopefully this article will help you to increase your response rate. Feedback is always a gift and you want to receive as many responses as possible. This way you can be confident turning opinions into data and insights into action.


Life at Starred: Aimi on moving to Amsterdam

Опубликовано: 12.04.2018 в 16:18


Категории: People & Culture,Unassigned

Life at Starred is our new blog series which puts the spotlight on our fantastic team. We’ll check in every so often, and it’ll be many things – diaries, interviews, our thoughts on the world, sharing expertise – but the focus will be on showing off our lovely people and culture. First up is one of our recent starters in our dev team, Aimi, sharing her experience of moving from Greece to join us in Amsterdam.

Deciding to live and work in a different country is certainly no easy task. I was born and raised in Thessaloniki, a big port city in the northern part of Greece. Having already been in the area of web development for some time, I decided to learn a little more about the opportunities and life offered abroad. Friends of mine have been living in the Netherlands and this small (yet already advanced IT) country caught my attention. I decided to visit the country as a tourist first. I wanted to see and judge for myself what it has to offer, what I could possibly offer it, and whether the working environment here would help me achieve my goals – both personal and professional.

Visiting the Netherlands, I liked the relaxed yet productive environment that I came across in so many aspects of life. Already after only a week’s holiday I started realizing all these small details that can make your life easy, pleasant and less stressful. I loved how the Dutch could achieve things and still had time for personal pursuits and interests. When it came to decision time – between a stressful life full of uncertainty and moving in the Netherlands – it was an easy choice.

My first step was looking for startup companies with vision and potential. I had already worked in e-commerce, so Starred’s mission really spoke to me. The core idea of ‘making feedback great and fun again’ is a simple one, and yet, so many people forget its importance.


The whole process of approaching, having interview and providing Starred with code samples was actually fun, despite what most people think of these procedures. This was mostly because I was totally fascinated and aligned with the companies mentality, straightforwardness, good communication and their laid-back approach with an emphasis on getting things done.

My first day at Starred was awesome. To help welcome new people, another colleague voluntarily offers to help out with everything. The colleague assigned to me showed me around, explained how the coffee machine (and many other things!) work, what the common practices are in the company, where the closest supermarket is, how I can easily order my furniture after my recent move etc. In this way I felt like I was still at home, in a comfortable environment where I can be extra resourceful and happy as well.

Working at Starred you’ll find a lot of challenges, cooperation and communication, but also a fun and positive atmosphere! You won’t find big egos or negative people here. More than just providing a cool working culture, life at Starred is really enhanced by our after work culture: going out, chatting and drinking beers all together, playing arcade games – these are regular activities in our calendar. We also organize other fun and educational activities for everyone to follow; Heineken experience tour, Amsterdam tour are to name only a couple.

Looking back, I believe that coming to the Netherlands to live and work was one of the best decisions that I have taken. Working in Starred is one of the most interesting and valuable opportunities that I have come across in my life, giving me space for both professional and personal growth without taking out all the fun! Thank you all guys 🙂

Life at Starred is also on Instagram, where we photographically document our love of cake (among other things).

The Ultimate Guide: Customer Effort Score (CES)

Опубликовано: 12.04.2018 в 16:17


Категории: Ultimate Guides,Unassigned

What is Customer Effort Score, and what is its purpose?

Customer Effort Score (CES) is a customer satisfaction metric. It measures the perceived level of effort required from a customer to work with a company. Most often it’s used in scenarios to ask how much effort was required on the customer’s side to solve an issue. The core idea of CES is that by reducing customer effort, you boost loyalty and can expect increase in revenue.

How do I frame a CES question?

Most commonplace is to ask your respondent how much effort it took or how easy it was to resolve an issue with you.

Screen Shot 2018-01-22 at 13.03.14 (1).png

Screen Shot 2018-01-22 at 13.05.35 (1).png

How is CES measured, and what’s a good CES score?

Answers to CES questions range on a scale from 1 to 5, or 1 to 7, depending on which version of CES you’re using. To give an example, If you assign high effort to 1, and low effort to 7 then you’ll have a scale ranging from low to high effort on which you’ll want to score as high as possible. Aiming high is a good thing, so be sure to identify key areas in your customer-facing business and find out what is driving your CES score (more on that to come).

To work out your company’s Customer Effort Score you’ll just need to average out the scores you’ve received from your customers (add up all CES scores, then divide by the total number of respondents).

What’s the difference between CES and CES 2.0?

As mentioned above, there’s two variants of CES. The original CES operates on a scale of 1-5. It asks questions in terms of effort required from the respondent.

CES 2.O emerged in 2013 as a response to criticism of the original CES. Many thought that CES, posing questions in terms of effort, was framed too negatively. Not only that, across different industries benchmarking the original CES was difficult, because ‘effort’ can mean so many different things in different contexts. CES 2.0 took a new run at the question by getting respondents to evaluate a statement on a scale of 1-7. The first standardized CES 2.0 hypothesis was: “[company name] made it easy for me to handle my issue.” This way of measuring customer interactions has shown much greater capabilities for cross-industry benchmarking, as well as being a more direct, easy question to answer for respondents.

When should I use CES?

Unlike Net Promoter Score (NPS) and many other Customer Satisfaction (CSAT) survey question types, CES is really designed to be asked at a specific moment in time. You should send out CES surveys after specific customer touchpoints or instances of contact with your service desk. Think, for example, of a customer contacting your customer service to solve a payment issue: you’d want to know how easy it was for the customer to get their solution.

What can CES tell me about my business?

As mentioned above, at the core of CES is the idea that customers who encounter low effort scenarios working with you or buying from you are much less likely to take their business elsewhere. Companies with a good CES score will experience less churn, and will sell more.

“Not only is it possible to quantify the impact of customer experience — but the effects are huge […] customers who had the best past experiences spend 140% more compared to those who had the poorest past experience.” – Peter Kriss, Harvard Business Review, 2014.

CEB Global were among the pioneering organisations promoting CES as a new and powerful customer satisfaction metric. CEB already established in 2013 that CES is a much better indicator of future spending behaviour than NPS or CSAT, and so too an excellent predictor of customer churn/defection.

CES is an actionable metric. This means that on an ongoing basis you can use CES scoring to prioritise improvements to your business that are backed by supporting data. You can implement CES in various places:

  • On your website or app: are your help/support pages actually helping?
  • Closing a ticket in support software like Zendesk: is the issue really solved, and if so, how much effort did it cost your customer? What do the trends here tell you about your support structure?
  • Onboarding new customers to your service: we’re big fans of this one, and it’s one of the determining factors in whether we consider our onboarding of new clients successful.

CES guide, extra graphic (1).png

This all sounds fabulous. Are there cons?

That’s tricky. On its own, CES is a good-to-know, but essentially limited. Without diving deeper into the factors driving a bad CES score, you won’t know how to improve it. You could feasibly monitor CES on a case-by-case, rectifying poor scores by picking up contact with your unhappy customers. While this is a good thing to do, you shouldn’t limit the power of CES by being merely reactive. Be proactive!

What advice/ best practices can you give on working with CES?

The best advice to give with using CES is to be smart with where you implement the question. There’s more you can do with CES than just ask how easy someone found it to call you with a question.

Here at Starred we use CES ourselves to measure the level of ease perceived by our clients 3 months into working with us. We ask them how they found getting started with our tool. Is that the only question we ask? Definitely not – lining up CES alongside other survey data can show you the correlation between effort and satisfaction with other factors.

Let’s say you’re on the customer or product team at a company who’ve just launched an app. The app has five key features, and you run a survey to gauge CES and ask about satisfaction with the five features. You find out that only one of those features tends to score badly in terms of satisfaction among your users. Does this show a strong correlation to your users’ perceived level of effort in adopting your app? If so, you’ve got insights ready to be actioned. Improve the feature and survey new users again.

Things get even more interesting when you’ve got your CRM system kept up-to-date and you’ve integrated it with a feedback solution.

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If you’re working with a smart, integrated feedback solution, like Starred, which can draw on the powerful information in your CRM system, you’ll have plenty of ways to break down your CES data. Segment your customer satisfaction data, including CES, into the relevant categories to understand the CES scores across the board in your client portfolio.

Are low value customers experiencing low effort, and your most prized clients left feeling confused? Are customers in the earliest stages of your customer journey experiencing high effort? Getting to the bottom of these types of questions will have you on your way to the promised land of low effort and happier customers in no time.

Want to learn more about how CES creates an impact for your business? Get in touch with our team and let’s talk!

Why feedback is the game changer in building a great candidate journey

Опубликовано: 12.04.2018 в 16:14


Категории: Feedback tips,Unassigned

If you’re in recruitment then the ‘candidate journey’ should be a vital topic in your everyday hiring vocabulary. Everyone will have either had or have heard about a really crappy experience applying for a job. It’s all too frequent that you’ll hear someone complaining that Company X never followed up an interview, or that Company Y never actually acknowledged receiving an application in a proper way. It’s no wonder why the industry got a bad rap. Luckily the winds of change are sweeping across parts of the recruitment landscape, and many recruitment professionals are wising up to the reality that employer branding is key. The candidate’s experience all the way from finding your vacancy, right through to hiring/rejection will determine how they perceive you as a brand and as an employer. People talk. People share. In order to strengthen your employer branding you’ve got to work hard to build great candidate experiences.

What is the candidate journey and why should I care?

Old fashioned ways of thinking in recruitment would imagine the whole process as pretty linear. The candidate applies, the hirer reviews the application, the candidate is invited for an interview, or not, and then they’re either hired, or not. Is this way of thinking still tenable? Arguably… not.An unsuccessful candidate doesn’t fall off the face of the earth when you’ve hit send on your rejection email. The candidate journey will unfold differently in each unique case – of course – people are unique. Not every hire or rejection will follow the same path, but as a recruiter you should understand that there’s a fork in the road at every turn. You want to ensure the journey for every candidate results in the path on which they remain a promoter of your brand. Ask yourself if the course of action will work towards building a good relationship with the person behind the application. Every interaction with your candidate is an opportunity to demonstrate and reinforce your brand values.
A few things to consider about any unsuccessful candidate. You want them to be a brand ambassador for you, even if they’re not hired. Brand ambassadors are an essential part of your marketing, and in every job applicant you’ve also got a potential future customer. You’ve got two options:
  1. Never communicate anything to the unsuccessful candidate and leave them feeling like they’ve been left out in the cold. Expect negative word-of-mouth to spread.
  2. Engage with the candidate throughout their journey from start to finish. You’ve respected their efforts and they’ll be left without a job (sure), but hopefully still positive.
Option two is easier said than done, but very doable. Tool-up with a good ATS (E.G. Homerun or Carerix) and implement the right follow-up mechanisms at every crucial stage in the journey. Getting feedback from your candidates should be essential. Hiring is a two way street, and as a recruiter in order to build a great candidate journey you’ve got to be open to feedback.

Feedback as the central cog in the wheel

As a recruiter, ensuring you have feedback from candidates continuously rolling in will give you the insights necessary to continuously improve the candidate experience and journey. There’s no room or actual need for guesswork when it comes to considering how candidates perceive their experience with you, before or after the inevitable decision.
There’s many important candidate touchpoints at which surveys can be sent. Here are just a few that we’ve found insightful:
“If they get the job, they may have picked you over a number of other offers because you engaged them.”

  • Just after you’ve received their application. Send them a survey which helps you understand their estimation of your brand on various aspects. In the same survey why not ask them if they were easily able to apply for the role and whether they found enough resources on what working for your company is like. Let them know that this matters to you, and in their mind they’re already dealing with a company who takes them and their opinions seriously.
  • After a round of interviews. Give the candidate some time to digest all the information and discussion in the interview(s) they’ve had, then ask away. Did their expectations of the role based on what they researched beforehand meet with what you discussed in person? Did they feel welcome in your working environment? Was the content of the interview specific enough to the role in question? With concrete answers to these kinds of questions you’ll soon become acutely aware of where you need to improve in order to attract the right candidates, and equally know exactly what about your culture is appealing and can be leveraged.
  • Decision time. Have you made an offer and the candidate accepted it? Find out the reasons driving their decision. Or have you rejected a candidate? This is an opportune time to follow-up a kindly written, respectful notification letter with an invitation to get their feedback. They may have been rejected, but would they still recommend you as a company? If you’ve been engaged and upfront with them throughout, and the reasons for rejection are also communicated in an upfront way, then why wouldn’t they be a brand promoter?

Automate and engage

If this all sounds labour-intensive then fear not – automation is your friend. Once someone lands in your ATS and moves between various stages in the candidate journey you should have triggers in place to send the right survey. With StarredHR we’ve got the perfect solution for this. Send a personalised invite to the right survey depending on where in the process your candidate is. By creating a landing page which thanks the candidate for giving their feedback, with StarredHR you can encourage your candidate to follow you on social media or perhaps subscribe to your newsletter with a click of a button. An engaged candidate is a happy candidate. You can expect extremely high response rates here. Which candidate worth their salt would not respond to their potential employer’s invitation to communicate and connect? As already mentioned, the potentials for learning about your employer branding are huge when you work with feedback in the candidate journey.

Feedback should work for everyone.

In the case of the candidate journey this means that everyone gains: your candidate feels engaged by being asked directly for their opinion, as a recruiter you learn from the candidate’s experience and improve your process. It’s about respect: the candidate put themselves out there to apply, did their research, made every effort to connect well in interviews – and then what?
“We’ll be in touch.” Silence follows.

… Or you proactively engage with the candidate – I hope the advantages of doing so are clear by now. By getting feedback on their experience as a candidate, you’re making sure that no matter where they land they remain your promoter. If they get the job, they may have picked you over a number of other offers because you engaged them. If their application falls through and some way down the line they choose you as a supplier it may well be because you took them seriously as a candidate. Maybe there’s another role that will open up at your company that they will be perfect for. Building a great candidate journey with continuous feedback is an essential step towards the end goal of having a great employer brand. You obviously want the best people to work for you, so get (even) better at hiring and start listening.


Case Study: Carerix & Starred

At Starred we stand behind the added value of feedback in strengthening the candidate journey. We’ve partnered with an excellent provider of recruitment solutions – Carerix – to integrate Starred feedback into their clients’ recruitment toolkit. Reinald Snik, CEO at Carerix, is a proponent of mapping out the new philosophy of the candidate journey that I’ve delved into here. “Effective knowledge about candidates is essential to intermediaries, outsourcers, HR managers and hiring managers. Starred’s feedback tool gives our customers a powerful instrument, which offers them a real-time insight into candidates.” Careermaker is an innovative Dutch recruitment agency and user of both Carerix and Starred. Commercial Director Jorrit Brocaar’s description of the integration shows the value of feedback in the hiring process in action. “We ask our candidates for feedback after their first discovery conversation with us, after they had their first interview with our client, and once they are one month into their job.” On top of this, Careermaker also seeks the feedback of the company at all of the aforementioned touchpoints. Brocaar continues, “This gives us concrete insights into how good we are at our job: aligning our candidates needs and values with those of our clients and vice versa.”

The candidate journey is one of modern recruitments key terms. In this article I’ve made a case for why gathering feedback from candidates is an excellent way to keep them engaged, no matter their destination, and continuously learn about how you are perceived. Automating candidate feedback is a piece of cake with the right solution and a small amount of time invested, and the insights you’ll gather will keep on giving.

Curious about StarredHR, Carerix or any of the other topics mentioned here? Find out more!  No account yet? Start your 30 day free trial today.

Building Starred Integrations: 4 weeks to 4 hours with Cloud Elements

Опубликовано: 12.02.2018 в 17:28


Категории: Unassigned

Time to market doesn’t just make you thrive as a business—it’s also what keeps you alive. We see endless examples of companies that simply couldn’t keep pace with the competition, or their customers’ needs, and fall by the wayside.

We all know when the customer wants that new product, new release, new feature: yesterday. If they can’t get it from you, they’ll find someone else to do business with. For us at Starred, we focus on quality instead of quantity. We try to prioritize our resources to have the biggest impact on our customers. But that doesn’t mean we get the luxury of forgetting about speed.

Start with the Human: Save Them Time

At Starred, our integrations are what heavily influence our time to market. The function of our SaaS solution is to increase customer—or employee—loyalty for companies. We make feedback and surveys fun and quick, instead of the long-form, boredom-inducing, disengaging questionnaires that make even our clients’ most satisfied customers start cringing.

It’s just like when you’re out in public on an errand and somebody stops you and says, “Hey, can I ask you a couple of questions for a study?” If you reluctantly agree, the next thing you know you’ve talked to that person for 30 minutes and realize you’re late for your appointment. That’s what an online survey feels like. Starred changes that. We fix the feedback process to not only make it a great experience for respondents, but also to help our users act on the data they collect to make it actionable.


Streamlining Integration, Eliminating Administration

In my role as Head of Integrations, I get to work with our customers very early in the relationship. The first question I ask new customers is: What processes do you want to automate and how can I add value? Most of the time, the process we’ll automate is a CRM integration. While that question might seem simple, it has major implications for myself and my team, since the integrations process can be incredibly difficult.

When I joined Starred, the team was already talking about using a solution called Cloud Elements, an API integration platform that would speed up our ability to implement our integrations for clients. I have to admit, at first, I resisted. But only because I was just coming into the role and wanted to learn exactly what the challenges were before adopting any new tool.

Like most other SaaS companies, our initial bottleneck for CRM integrations was paperwork. First, we had to get access to customers’ sandboxes, and then we needed to sign NDAs. That process can take a while, but with a platform like Cloud Elements, we could simply connect to the CRM and get to work. On top of that, every CRM has different API integration—there is no industry standard. This makes keeping on top of multiple integrations—and their regular changes—a pain.


It was difficult for us to move quickly and keep up with the time required to implement and maintain all of these integrations. When I joined, it took us around 3–4 weeks for us to even build proof-of-concept integrations. We had to move faster.

When I saw what we were dealing with, I knew change was necessary. We didn’t have to reinvent the wheel, we just had to find the right wheel. Cloud Elements looked like the perfect solution to streamline our integrations and move at the speed our customers would demand. The other aspect that stood out to me when evaluating the platform was our meeting with their finance director. He told me that at the end of the day, their goal was to make us successful. Our talk stuck with me because I could tell those weren’t empty words. Working with Cloud Elements wasn’t shaping up to be a transactional relationship—it would be a partnership.

Authentication: The Gateway to Integration

Before Cloud Elements, me asking “What can I automate for you?” was scary. But now that I know how easily we can handle new integrations, I welcome the answer to that question.

Once we got up and running with Cloud Elements, all those necessary processes for each CRM had been eliminated. The way the platform bundled everything in one integration package made our lives much easier. We quickly went from four weeks for a proof of concept to just half a day. When you multiply that time savings out by the number of integrations we’ll do over the years, we’re talking about serious time my team has back in our schedules.

But we didn’t just get back hours in the proof of concept phase—there were a couple other areas that improved our processes to make us more agile.


The first area of improvement was with authentication. Our software needs access to integrate with a system, but doing that authentication by ourselves means we would have to write code that makes calls and completes the authentication. Then we make sure our tokens are stored and then refreshed when they expire. The authentication—which is like the first gate you have to pass—takes a lot of time. Cloud Elements streamlines that process easily and their UI is incredibly user-friendly. You just define the URL and say what you want out of it, and it will redirect you to the CRM itself. As a customer, you can give access to Starred while knowing exactly what you’re giving access to. It’s the same process we’re all used to seeing with Facebook or Google.

Cloud Elements takes care of all the tokens, refreshing, and everything else. All I have to do is say, “I want to connect to this CRM. These are my credentials and this specific part of that application is what I need access to.” I have hands-on experience building this out the old way. It would take me two weeks to just build the authentication process. Now, with Cloud Elements’ UI, that process takes 10 minutes.

No More CRM Language Translation Headaches

My second favorite feature in Cloud Elements would be Resources. When communicating with a CRM, you get JSON data back. But every company has their own way of formatting that data. As a developer, it’s plain hell to keep up with all the CRMs, especially in the SaaS business. Resources helps you define transformations, which makes the data clear. The feature allows us to modify the data so it’s compatible for CRMs like Salesforce, regardless of whether the data came in as camel case and needs to go out as uppercase prefixes, for example. We can customize the data without giving it another thought.

It’s a huge weight off our shoulders to know that no matter how a CRM formats the data, we can rapidly handle it. Now, it feels like we’ll always be on the same page as the data, regardless of the raw output we get back.

The authentication and transformation of data challenges may seem small, but they add up to a tremendous amount of wasted time. This isn’t hours we’re spending serving our customers better or releasing features faster. This is time spent working on tasks we shouldn’t be doing.

Automation Nation

In the end, we save our customers—and ourselves—time and frustration. We’re empowering the conversation and we’re helping our clients build better relationships and products. All of this is possible when you realize that time matters to the end user, perhaps more than anything else.

Before Cloud Elements, me asking “What can I automate for you?” was scary. But now that I know how easily we can handle new integrations, I welcome the answer to that question. We know we’ll be able to take on new integrations and time won’t be a factor. We can’t deliver it yesterday, but we’re getting close.

3 New Year’s Resolutions for Feedback in 2018

Опубликовано: 21.12.2017 в 18:11


Категории: Feedback tips,Unassigned

As we move into 2018 it’s time for making plans to get the next year off to a great start. If you’re working with feedback you’ll already know how essential it is to know if you’re on the right track. Here are our top 3 New Year’s resolutions to make feedback a success in 2018.

Resolution 1: Be respondent-centric. High response rates and excellent insights will follow.

Survey fatigue is a real problem. You as a company have to stand out from the pack – your invitation really has to invite, and make it easy for your respondent to give feedback. Step one? Put yourself in your respondents shoes; be respondent-centric. For high responses you need to be doing things like:

  • Asking your first question already in an email (who wants to click here to begin a survey?).
  • Keeping your invitations short, sweet, relevant and address people personally. Has the respondent bought from you? Include the ‘Product Name’. Did they meet with your advisor? Include the advisor’s name.
  • A/B testing your sending timing, subjects, texts, senders, etc. We all do this non-stop with our website and ads, why not with customer feedback?

A good invite doesn’t compensate for a bad survey. In 2018 say goodbye to long, boring surveys in which someone has no idea how far they’ve come, and how far they’ve got to go. Black boxes simply don’t work, the drop off rates are too high. The silver bullet: fit your survey all on one page and keep the ‘submit’ button always in sight. You’ll quickly find that only the most important questions remain, the fluff is removed, and more people will fill out the whole survey.

Keep the mantra in mind: “Am I making this as easy as possible for my respondent to be heard?” This will mean being minimalistic in your survey, but not overly so. If you only ask a Net Promoter Score recommendation question you’ll never learn why someone is recommending you or not. Be sure to limit the amount of open questions you’re asking – steer your respondent through the survey quickly and easily and make sure you allow them to give comments if they want to, don’t force them to.


Resolution 2: Follow up on feedback to boost loyalty

In 2018 set yourself apart from the pack by actually following up with your respondent.

It’s little wonder feedback has a bad reputation. Ask a bunch of people why they rarely fill in customer feedback surveys and many will tell you “they won’t do anything with my feedback anyway.” This year you can be the change. Loop back and tell them what’s been done with their feedback. Once you’ve got this implemented as a business process you’ll notice how feedback comes to life in your organisation.

For the survey itself, make sure you’ve got dynamic Thank You pages which respond to your respondent’s mood. Do away with those awful pop-ups saying “Thank you, you can close this tab” – these are a huge missed opportunity. Is your respondent extremely dissatisfied? Follow-up on this by showing them a Thank You page which tells them someone will be in touch (and then make sure they actually do! Automated notifications are your friend here). If you’ve got a happy camper you’ve got an evangelist and you need to leverage their positivity – get them to leave you a review!

We already see an increase in customer loyalty with our clients that follow this advice. So don’t refer to B2B or B2C in 2017, but to H2H: Human-to-Human.


Resolution 3: Be smart with feedback: go multichannel, automate, integrate.

The number of channels through which you can reach your customer base is ever increasing. Which channel fits your company best? I’ll answer that: the channel your customers use. Don’t look at it as work, but as an opportunity! Because when you collect feedback on the contact via this channel you’ll see exactly how every channel is experienced by your customer. Add the costs per channel in your analysis, and you will know exactly which channel is the most efficient per target group. Redirect your customers to the right channel and you will see significant cost-decrease and a high satisfaction increase. We see this happening a lot via WhatsApp for example, but the channels and methods will evolve constantly.

If you’re working smart with data then More is More. Integrating many of your feedback sources will yield much richer insights. Besides the feedback you’ve asked your customers for via surveys, there’s always the unsolicited feedback that customers proactively give via Social media, for example. This kind of feedback can be found on your Facebook page, in reviews on Trustpilot, your Twitter feed, in Customer Service, and so on.

Sounds like a lot of work? Well, text- and speech-analytics are advancing and this big pile of feedback is looking more and more mineable for information. Why only act on the feedback you’ve directly asked for, and not on the feedback freely given?Combining these two fields is still new but will be more and more important in 2018. Social media monitoring solutions like Buzzcapture, Coosto, OBI4Wan, Media Injection and Tracebuzz are developing fast in integrating these two worlds.

It’s amazing how many companies don’t have their customer feedback automated and still trust the annual customer feedback survey. Besides the never ending questionnaire this results in, it’s also dangerous to build your improvement plan on feedback received at one moment in time. I recently spoke to a company that had a big breakdown shortly before they sent out their annual survey. Probably no surprise: the results turned out not so positive, while the company had had one of their best years ever. 2018 will be the year for every self-respecting company to automate their feedback process, because this brings along so many advantages:

  1. You’ll prevent cherry picking: more honest feedback
  2. You’ll democratise customer feedback
  3. Feedback will be a Continuous Measurement
  4. It’s a lot cheaper
  5. You’ll have more time on your hands to actually get to work on the given feedback
  6. A CRM-system that is up-to-date
  7. It’s safe (no more CSV files with client data sent back and forth)
  8. It’s automatically set on the agenda

Going for automation doesn’t mean that your email marketeer or customer service manager will soon be jobless. Rather, it will make them available for the actual important aspects of customer feedback: following up and making changes, and increasing the impact of the customer on the company agenda.


Go for customer happiness in 2018

In 2018 it’s time to put yourself in your respondents shoes. See things through their eyes and question how they will experience your invitation for feedback. If you wouldn’t fill in your own survey how could you possibly expect your customer to? See your response rate as a score for quality and keep changing and optimizing to increase this score.

It’s also very important to remember that your customer is automatically more satisfied when you ask for his or her opinion, with the right set-up of course. By acting on the feedback, you will close the backdoor for customers to leave. The tips in this article for respondent-centricity are in line with the growing customer-centricity we experience more and more in companies we work with.

Be aware that expectations increase. Your customer has more comparable alternatives within reach than you would expect. Where you used to only be compared with your direct competition, customers now have choices available in companies that will do everything for a smile. These alternatives set the bar higher and higher for excellent customer experience. A satisfied customer isn’t good enough anymore, a happy customer should be your number one goal for 2018. With these resolutions on being respondent-centric, and being smart with feedback, you’ll be well on your way to making feedback a vital instrument in customer happiness.*

Starred is making feedback better for everyone. Want to find out how this can work for your company? Get in touch with us and let’s talk.

Evaluate your Customer Service

Опубликовано: 18.12.2017 в 16:13


Категории: Feedback tips,Unassigned

For many companies, Starred is the answer to traditional, dull customer satisfaction surveys. Starred is used to collect customer feedback on a structural basis, without bothering their clients with endless questionnaires. This way, Starred functions as a constant thermometer of satisfaction in your organisation, and you and can effectively improve the customer experience with the help of the Priority Matrix.

More and more, companies approach us to evaluate the customer experience with their Customer Service departments. Customer service software & ticket systems as Zendesk or Freshdesk offer great support when it comes to handling and monitoring the (amount of) support questions. But these systems often lack a proper feedback solution. And that’s a wasted opportunity. Especially for customer service, it’s essential to determine whether a problem is really solved or the customer is left with a part of his question unanswered..

The shortest survey ever

At Starred, we already limit a questionnaire to one single-page. But for customer service, we even go a stage further and suggest an even shorter route. Our system offers the possibility to ask the first question directly in the email invitation and we’re able to process this answer immediately:

When the answer is YES

When a customer answers YES you can direct the customer to an extensive survey and ask what aspect of the service your customer particularly likes. But is this really necessary, and does this really benefit your customer?
We don’t think so! This answer tells you that you have a happy customer (Yeah!), so hold on to this happy feeling and don’t use more of his/her time!

We now offer the possibility to immediately direct these happy customers to the thank you page. And since you can adjust this thank you page to the given feedback, you can write special thanks for your happy customers.

When the customer’s answer is NO

In this case, there’s a clear difference between the customer service agent and the customer. The agent thinks the ticket is solved, the customer believes the question is still unanswered. This situation can typically lead to unsatisfied and churning customers: the customer isn’t happy with the offered solution, but the company thinks it’s solved and doesn’t propose an alternative solution. So the customer remains unsatisfied and will likely not return to the company. You can solve this issue by checking if the problem is truly solved!

How? When a customer answers NO in the email, we direct the customer to a feedback form and ask him/her what part of the question is still unanswered and/or how the company can solve the problem. Then, we send a firefight email to the person that’s responsible for this customer within the company (or create a new support ticket) and provide the employee with the information needed to truly solve the issue. After submitting the feedback, the thank you page is now aligned to the unsatisfied customer.

Putting the respondent first

Starred is strongly committed to putting the respondent first when it comes to collecting feedback. The number of feedback requests is increasing every day and many companies still use endless, irrelevant questionnaires. This blog shows you that asking for feedback can be done differently, should be done differently in order to keep getting response and sympathy from your customers. This new way of asking feedback will help get the feedback you need to improve your services.

The 7 Deadly Sins of customer satisfaction research

Опубликовано: 12.12.2017 в 17:26


Категории: Most popular,Unassigned

Client feedback is high on the agenda for many companies. A way to collect scalable feedback is through customer satisfaction research. However, how do you make sure that it does not turn against you?

By steering clear of the 7 Deadly Sins!

Sin #1: Endless questionnaires

Let us kick off with Deadly Sin number one: Thinking that your business clients have all the time in the world to fill in your endless questionnaire. Of course you want to get a clear view of how your clients feel about your company. However, customer satisfaction surveys that take up 20 minutes of their time are most certainly not going to be the answer.

On average, companies only perform customer satisfaction research once a year, which seems quite logical considering the gigantic book works they ask to be filled out..

Why not work with significantly shorter questionnaires that allow for multiple short feedback moments over the course of the year? This will help to stay tuned in to your clients’ wishes and gives a feel for whether you’re heading in the right direction, that is, towards client loyalty.

Sin #2: Impersonal treatment

‘On behalf of supplier X we, research company Y, would like to ask you to fill in the attached questionnaire’.  It doesn’t get any more impersonal than that. However, this is more often the rule than the exception. If you ask your clients to spend time filling in your questionnaire, it would seem a no-brainer to at least ask this favor on your own account. On top of that you can expect more response if you show a human face.

  • Send by unknown market research office: Low response
  • Send by colleague whom client doesn’t know: Average response
  • Send by the contact person of the client: High response

How much of a hassle is it really to ask for feedback personally, if it means you give your cherished business clients the feeling that your are genuinely interested in their opinion?

Sin #3: Not following up to feedback

When I ask people why they seldom fill in customer satisfaction surveys, they often answer ‘Nothing is done with my input anyway’

How does your company follow-up to the acquired satisfaction research results? Will they be read once, after which they’ll be put in a drawer never to be opened again? Or does your company formulate concrete action points and communicates with respective clients how their feedback is going to be tackled?

Only in the latter scenario would it be realistic to expect some kind of meaningful impact on your business. Following up to feedback also makes your clients more prepared to give their opinion next time you ask. They know for a fact that you will be doing something with it. That is, make their experience with your company even better.

Sin #4: Anonymous research

In earlier days, client satisfaction research was anonymous. The big disadvantage was that results offered little context. For one, they did not differentiate between A and B clients, frequently leading to critical misjudgments on how business was going; the biggest client responsible for 20% of purchases, might just as well be on the verge of walking away from you.  Make sure therefore you can trace back the results. That way negative feedback can function as an ‘Early Warning System’ that tells you which clients need some extra Tender Loving Care.

When you find yourself wondering about this anonymity, realize that people nowadays are much more prepared to seal their opinion with their name. On Facebook and Twitter for example, it is what people do, all day long..

Sin #5: No company-wide support

Not so long ago I talked to someone who said she detested the customer satisfaction survey her company conducted once a year. She called it ‘a trick of the higher management’. “We were only told afterwards when research had long been conducted. It painfully exposed issues that were not going well. It led to a disproportionate tightening of the rules and procedures, instead of dealing with them together to come up with more informed and comprehensive solutions.”

When you fail to include your employees properly, they will try to come up with excuses to account for the results, rather than engaging with the feedback constructively. It is pivotal therefore that the entire organization is involved and that feedback results are accessible at all times.

Moreover, having everyone involved makes chasing higher customer satisfaction scores a common goal, which will help to follow through on feedback and implement improvements more effectively.

Sin #6: One single survey

When your company chooses to measure satisfaction it has to realize that doing so once a year is not going to suffice. Still too often companies perform one expensive and time-consuming research survey. The dense Year Report will be read once, and perhaps in some cases a couple of notes will be taken, but generally things remain the same. Successfully measuring and improving customer satisfaction requires dedication. Do you plan to take up this rewarding challenge for real? Then keep the following recurring steps in mind:

  1. Ask feedback
  2. Follow through on feedback outcomes
  3. Check whether improvements have been noticed

Only when you are successful in closing this feedback loop, measuring satisfaction can lead to fundamental change within the organization.

Sin #7: Customer research as goal in itself

Many companies measure satisfaction ‘because they ought to be doing so’. These companies generally are guilty of committing one or more of the 7 Sins. Prevent therefore that customer satisfaction research becomes a goal in and of itself. Without the intend of improving upon the feedback, it really is no use. Only if you come to recognize it as a way to guide you towards happy and loyal clients, it will start to make a difference. In any other case it’s just a waste of valuable time and energy for all people involved.


Everyone is helped by a little feedback, but let’s try to keep it fun and relevant. Customer satisfaction research does not enjoy a very juicy reputation at the moment. For the most part this has to do with the aforementioned Sins I’ve attempted to expose. With Starred we wish to break away from this useless reputation. That is why we designed our feedback system specifically to facilitate smooth customer satisfaction research and follow-up. Realize that your clients will already be pleased when you genuinely ask for their opinion, provided that you do something tangible with it. By taking the feedback to heart, you can close the backdoor and ensure that your clients are happy to stay.

Which Sins do you commit at the moment?

Best wishes, Lars van Wieren, founder

How do I calculate my Net Promoter Score?

Опубликовано: 12.12.2017 в 17:23


Категории: Most popular,Unassigned

The Net Promoter Score (NPS) is an index that runs from -100 to 100 and shows how willing customers are to recommend the company to others. Currently this indicator is used the most to give insights in customer loyalty. Without a doubt you have already seen the Net Promoter Score question once. The NPS question is a quantitativequestion, formulated as followed:

“How likely is it that you will recommend us to a friend or colleague?”

You can answer this question by filling in a score of 0 – 10, where 0 means very unlikely and 10 means very likely.

Divided in 3 categories

The given scores by customers/recipients result in 3 categories.


‘Detractors’ are recipients that have given a score of a 6 or lower. They are not very satisfied with your company’s products or services. There is a reasonable chance they won’t purchase new products/services and they can bring damage to the company’s image by spreading negative words. Detractors have a negative impact on your average customer value. Read my blog “What impact do Promotors and Detractors have to your average client value?” to see what kind of impact.


‘Passives’ are recipients that have given the score 7 or 8. They are pretty satisfied but still very open to competitive offers. They are not loyal to your brand. Passives won’t easily spread negative words, but they are not enthusiastic enough to recommend you to others either. Important to know from this group is how to enthuse them enough to become Promotors. So which aspects don’t make them completely happy yet?


‘Promoters’ have given a score of 9 or 10. They really like the products and/or services of your company. These are the customers that will repurchase your company’s products and services. This makes them very good customers to contact for example for testimonials on your website. These customers are true promotors for your brand and will create new clients.

How do you calculate the Net Promoter Score?

You take the percentage of Promoters and deduct the percentage of Detractors. The remaining number is your Net Promoter Score. This can result in a score of -100 to 100. The Passives are not added into this calculation. This is because they are the average type; they won’t make a change.

So you know your current NPS. Now what?

The Net Promotor Score is an easy indicator and that is probably the reason it’s so popular. But what can you do with this score? Because honestly: it only shows you what your situation is. To improve your NPS, you will have to find out which aspects make your customers less happy.

You have to use these aspects to get to work. Don’t forget to give feedback back to your customers, so they will know that you are improving their points of criticism. This way, you can show them you really want to use their feedback to get better. This will be appreciated and will lead to a higher NPS.

Starred and the Net Promotor Score

We don’t only show you your NPS score, but also the reason(s) behind the score. We do this through our well-known research method: the survey always fits on one page and the ‘Send Feedback’ button is always within reach. The answers will be received and shown in your dashboard real-time and are translated into actual points of attention in our Priority Matrix. This way, you can continuously correct yourself to reach the ultimate goal: customer loyalty. And that will lead to an increase of your turn-overs.

Looking for more insights in your current NPS?

Start sending your first customer survey today and find out how your customers rate your company. This is possible through our free trial! This will give you 30 days to try Starred for free.

Start my free trial demo

Net Promoter Score: a means rather than a goal

Опубликовано: 12.12.2017 в 17:14


Категории: Feedback tips,Unassigned

Knowing the Net Promoter Score of your organization is important. It is, however, crucial to realize that it’s just an indicator not an all-decisive factor or goal in itself. After all, it doesn’t tell you why you scored the way you did. Therefore, you need to discover the underlying reasons for your Net Promoter Score. These are the true key to improvement!

Net Promoter Score: more and more popular. Measuring customer satisfaction is increasingly important to most organizations. Not surprising, considering today’s tech-savvy climate in which innovations follow each other up so rapidly that it’s hard to keep apace. This trend implies an empowerment of consumers, who can switch to a current provider’s competitor in the blink of an eye if they’re unsatisfied. Understandably, this makes companies a tad nervous, and they will go out of their way to learn why customers stay or leave in order to capitalize on their motives. As a result, services and products are continuously improved across all different kinds of companies and industries, which is obviously a positive development for customers everywhere.

A common form of measuring customer satisfaction is using the Net Promoter Score methodology originally developed by Frederick Reicheld, and currently a global standard. Considering the fact that customers are the driving force behind a company’s existence, one can see the Net Promoter Score as a thermometer that shows just how healthy a company truly is. Useful? Absolutely. But by no means a final station.

Step up your game: looking beyond the Net Promoter Score. The Net Promoter Score ensures that you can get off to a good start. The real art, though, is to reveal the reasons for this score. Once you have clarified these, you will have specific, well-defined points for improvement, and you can improve your services in a targeted way. By repeating this constantly, you will structurally work on bettering customer loyalty and, therefore, revenue growth. In doing so, you will see your Net Promoter Score increase!

Now let’s have a look at the kinds of surveys used to provide insight into customer satisfaction. There are roughly two types:

1. Traditional surveys You know those emails that invite you to participate in a customer satisfaction survey? These are usually sent to you right after you’ve had a telephone conversation with a call centre employee or bought a product.


  • You can ask many questions;
  • You will gather a lot of information from each respondent.


  • An unpopular and time-consuming solution for the respondent;
  • A very low response rate;
  • Unrepresentative data as a result of the low response rate.

2. The short (but not-so- sweet) one-question survey A different approach is asking one ultra-short Net Promoter Score question: How likely is it that you would recommend us to a friend or colleague? Respondents can rate your company on a scale from 0 to 10, and an additional text box usually provides room for comments. Short, but not always that sweet. Allow us to elaborate.


  • High response rate;
  • Respondent-friendly.


  • Merely a broad indicator;
  • No specific points for improvement.

The best of both worlds: putting the respondent first

What if you could combine the benefits of different survey types while making respondents the most important stakeholders? Starred believes that companies should make it as easy and simple as possible for respondents, as they are the ones who are asked for a favour. Therefore, our unique surveys never exceed one page, and the send button is always visible. The result? Overview and peace for the respondent, leading to the highest response rate in the market.

Interested in measuring an accurate Net Promoter Score that you can immediately act upon? Don’t hesitate to contact us. We will be happy to help you.

8 fast tips to make sure you get the most out of your Net Promotor Score

Опубликовано: 12.12.2017 в 17:06


Категории: Feedback tips,Unassigned

You are researching the customer satisfaction and everyone tells you that the Net Promoter Score is the best way to gain insights in the satisfaction of your client file. It is true, the Net Promoter Score is an excellent way to receive a lot of valuable feedback from your clients. But there are a few aspects you should take into account if your really want your Net Promoter Score to be a success. Only knowing this score is not enough. The real challenge is finding out the reason(s) behind this score. Below we have collected 8 tips you can use to get the most out of your Net Promoter Score research.

1. Use the Net Promoter Score for the gain of new customers.

The use of the Net Promoter Score makes important moments in the customer journey visible. These are customers that have given you a 9 or 10. Instead of asking everyone if they would recommend you to friends and colleagues, you can use the Net Promoter Score to ask the right customers for a recommendation on the right moment. At AirBnB for example, they used this to make their referrals grow with 300%. Via Starred you are able to get the most out of your recommendations by for example automating a follow-up action for Promoters.

2. Create client segments for the right insights

Make sure your NPS feedback doesn’t change into a pile of unused information. Of course you can segment your data based on the given score (Criticasters, Passives, Promoters), but the real insights only appear when you add elements to the data that are important for your company. For example which product the clients buy and to what profit they are responsible. By linking extra data to the given NPS scores it’s for example possible to discover chances for successful promotion campaigns that will make you gain new profitable clients. Another option is to create a campaign that focuses on the valuable clients that are bound to leave you. This way you will reduce the cancellations and your company will grow because you use these client’s feedback.

3. Measure continuously instead of once every year

Doing a customer satisfaction measurement once every year is not enough to gain serious insights. Your product or service changes and there are plenty of other developments that will make you need a customer research more often. When you only do a research once every year, it will take you another year before you can actually measure if the changes you made have been successful. You should be faster with your research. A possible solution could be to ‘cut’ your client file into smaller groups and to send these smaller groups an invitation for feedback evenly spread over the year. This way you’re not bothering your customers with too many invitations during the year, but you still have a continuous overview of your customers’ feedback. You will easily see if the made adjustments have a positive effect on your product/service.

4. Ask the right follow-up questions

Receive the most relevant feedback by asking the right questions, based on the given score. As you might know, after giving a score the client will be categorised into a group: Detractors, Passives or Promoters. That’s why it’s important to ask the right follow-up question that is linked to the given score. Below a few examples:

  • Detractors: “What should be improved in order for you to recommend us?”
  • Passives: “What should we do differently to get a 9 or 10?”
  • Promoters: “What makes us a 9? What makes us a 10?”

The answers to these questions will help you turn the Detractors and Passives into Promoters. With the right permission, you could use the Promoters’ feedback as a testimonial or quote to promote your organisation and gain new customers. This is a feature we offer in the Starred platform: you have the possibility to immediately redirect the Promoters to a review page or other website.

5. Consider alternative methods besides e-mail

The last few years e-mail is chosen as the channel to invite customers for feedback. Don’t be afraid to consider using other channels to ask for feedback. Don’t forget: when your response rate is 40%, there is another 60% of feedback data you miss out on. A 100% response is of course a perfect picture, but it?s always good to reconsider the channels you use to grow your response rate.

6. Compare your Net Promoter Score against other aspects

Try to view the development of the NPS Score and compare it to important moments. What was the development in your NPS from the moment a new product was launched? Or since the start of a new Customer Success Manager? Another example that will give you interesting insights is combining your NPS score with the appreciation of your Customer Service department.

The most profit can be gained in the groups Wildcards and Promoters with a bad service experience. The Wildcards are customers that walk around with frustrations about your product or customers that don’t see enough added value to keep on using your product. Stay in touch with these customers through proactive phone calls and make sure the products are improved, to change these Wildcards into Ambassadors.

Your Promoters that have had a bad experience with Customer Service have to be blown away by service and attention, more than they ever expected. Invest in support for these customers and change them into Ambassadors. Starred has introduced the ‘Ultimate Short Questionnaire’ to prevent Customer Service complaints from ending up unsolved. How this works can be read in the blog: Evaluate your Customer Service

7. Faults are chances

A research by The Harvard Business Review shows these two remarkable statistics:

  • 23% of the customers with a positive complaint evaluation told 10 or more other persons about this.
  • 48% of the customers with a negative complaint evaluation told 10 or more other persons about this.

Apparently, customers with a bad experience share their story more often with friends and colleagues than customers with a good experience.

The creator of the Net Promoter Score Fred Reicheld says the following about mistakes:\ Every Detractor represents a lost chance to add a Promoter to your client file, a free sales person less to promote your product and to help you grow? As soon as you understand why your customers are unhappy, it’s possible to take action and solve the problem. This will lead to less cancellations, keeps your customers loyal and bottomline: creates growth.

8. Use the NPS score to create a customer focused culture

Be transparent  and use the Net Promoter Score to make sure the customer’ voice is heard within the organisation. For example, show responses from customers on a big screen in the department and highlight employees that caused the positive feedback. Do you continuously want to work on growing the customer satisfaction? Then also create targets in terms of NPS scores for departments and employees within the company.


Unfortunately there are still plenty of companies that only want to know the Net Promoter Score, but don’t research the cause of this score. These companies don’t have customer loyalty highly on the agenda and and probably have to research their NPS once every year. Hopefully these tips will help you with taking the next steps towards new customer insights that will help your organisation grow.

Do you also want to continuously measure your customer feedback? Then start your 30 days free trial and start collecting customer feedback now.

Happy customers starts with happy employees: introducing Starred HR

Опубликовано: 20.04.2017 в 17:30


Категории: Feedback tips,Unassigned

No happy customers without happy employees. With Starred HR you are able to get continuous feedback from your employees. You can do this with our one page surveys that are respondent friendly.

Happy employees and happy customers go hand in hand

Like customers, your employees also want to give relevant feedback in a short and efficient way. That is why Starred HR provides you all the tools to do employee satisfaction research in an innovative way.

It consists of two parts:

  1. A monthly based simple question that works like a simple barometer, for example: “how happy are you currently?”
  2. Twice a year a questionnaire that provides more depth to the employee satisfaction such as: work content, management, the organisation, training and development, loyalty and so on.

Monthly Barometer

One simple question each month provides a continuous company wide snapshot with interesting information on how happy your employees are. These monthly questions also keeps customer satisfaction on the radar as an actual topic. It is possible to combine the monthly question with some more in-depth questions like:

  • If you could change one thing in your working environment, what would it be and why?
  • If we would wake you in the middle of the night, would you be able to sum up the mission and vision of our company?
  • Use three words to describe our culture:

Run a more comprehensive survey twice a year

Of course you want a more comprehensive view on customer satisfaction then just a single happiness rating. With Starred HR you collect more data twice a year with a longer survey.

This longer survey will always have the send button in plain sight. In this slightly longer survey we ask employees to evaluate statements like:

  • I enjoy going to work
  • I feel involved in the organization
  • My targets are feasible
  • I have a good work-life balance
  • I understand how my efforts contribute to the goals of our organization
  • I understand my responsibilities
  • I feel connected to the organization
  • I think there is a big chance I will still work in this organization five years from now
  • I agree that our company serves our customers in the best possible way

Starred HR offers a wide range of questions for many areas of employee satisfaction research. Of course it is possible to make adjustments.

Do you want to receive more information?

To receive more information and pricing please send an e-mail to

7 Examples of ultimate customer-centricity

Опубликовано: 14.04.2017 в 17:21


Категории: Most popular,Unassigned

Every company has customer satisfaction high on the agenda these days. But just having happy customers doesn’t mean you’re the best in the business, these customers are not per definition loyal customers. To create true loyalty amongst your customers, you need to offer an excellent customer experience. Below 7 ultimate examples for your inspiration and entertainment:

#1: A lost plush toy in the Ritz-Carlton

A family had a wonderful vacation in the Ritz-Carlton. Upon returning, they discovered that Joshie had gone missing. Joshie was a plush giraffe; their son’s favorite toy. As every good father would do, he told his son that the plush toy had decided to enjoy a few extra days of vacation.

Luckily, the hotel called the father that night to tell him the giraffe was found. The father explained them his little lie, and asked if they could take a photo with the plush toy as prove to his son. If possible, with sunglasses and in a chair, to make his story more believable. The Ritz-Carlton immediately agreed to this plan, but decided to take it a bit further.

The day after, an employee was sent on a mission with the giraffe: to photograph him in all kinds of situations. The result was a hilarious documentary of Joshie driving around in a golf car, lying on the massage table, and chilling with other plush toys.

The reactions from the crowd were highly positive, while the costs to make this happen were of course very little. Even a luxurious hotel as the Ritz-Carlton can improve their image strongly by doing something creative as this.

#2: Zappos; more than buying shoes

The online shoe shop Zappos, these days a part of Amazon, knows how to completely differentiate itself based on their customer service: Every purchase is delivered free of charge, you can return your purchase up to 365 days after buying and employees of the customer service department are used as the most important marketing tool. A few aspects of Zappos where they manage to achieve the highest Net Promotor Score in it’s branch:

  • Employees don’t get rewarded for short phone calls, they win with long phone calls. The longest call lasted for 9 hours and 23 minutes, where every subject was discussed. Not just buying new shoes. Zappos mostly wants to help you, and sell shoes ‘on the side’
  • After an intense period of trainings, employees will receive 2000 dollars to nottake the job. Zappos’ intention with this is to prevent people from taking the job just for the money; you sincerely need to enjoy your work.\ The only word clients are allowed to have in their vocabulary after an interaction with Zappos: “Wow”

#3: AskOnce principle in South-Africa

How often are you sent back and forth as a customer? You call up customer service, explain your problem and are put through. This repeats itself a few more times, and before you know it you are explaining your problem for the seventh time.

To prevent this, the South-African Nedbank created the ‘Ask Once’ principle; as a customer you call the bank once with your problem, and the bank employee makes sure it will fix your problem. Possibly you are called back once by the same employee for extra information, but this employee makes sure he/she solves your problem. How many times have you experienced this type of customer service in other companies?

#4: Giving away free food as a Marketing trick

The owner of the Macaroni Grill decided to use the entire marketing budget to start a new marketing trick: once every month, on a not communicated night, they would give away every meal for free.

This creates many extra customers that hope it’s their ‘lucky night’, and at the same time the atmosphere in the restaurant holds a good competitive excitement. This action made the customers of Macaroni Grill th? ideal advertising channel. It gave the company a huge growth boost.

#5: Thoughtful Car dealer or Big Brother?

An employee of a car dealer learned himself the trick to directly look up the license plate of the arriving customer in the company’s system. As soon as the customer would arrive, the employee walked up to them and immediately started welcoming them with their name. You can imagine their reaction: maybe it had a Wow-effect, but it could have also been a little creepy.

In the end these costumers won’t ever forget this car dealer and his (over)thoughtful employee must earn a bit of appreciation. A personal approach is definitely a good start!

#6: Club Mediterrane on the airport

A group of vacationers was completely ready for a great vacation, when they found out their flight had a 6 hours delay. On top of that, two extra stops were added to the flight, which made the journey last 10 hours longer than expected.

This amount of delay wasn’t foreseen, and therefor there was too little food and drinks on the airplane. All vacationers turned really moody and directly started talking about compensating claims.

When this news reached the Club Mediterrane’s director he directly went to the airport, armed with a part of his crew. Straight after the airport customs they installed themselves with food and drinks. Afterwards vans brought all guests to the resort where a huge banquet was awaiting them, followed by a party.

This made the guests’ total experience much better then when this had never happend. The director didn’t have to arrange all this, after all this was the airline’s fault, not his. But he would’ve had grumpy guests that wouldn’t enjoy their stay, and they would probably never return to his resort again. After such a fantastic experience many guests returned the next year and recommended the resort to others: many more new guests!

#7: The case of the tires

I like to finish with my personal favorite about a Warehouse in America. In the spirit of Customer Satisfaction, they created a new slogan: When a customer has a complaint, we first solve the issue, satisfy the customer, and after that -when still needed- we look for the cause. Why does the customer need to know what the cause was of who’s fault it is? The customer wants to be helped!

One morning, an angry customer enters the warehouse’s counter with two bicycle tires: “Less than 4 months ago I bought these tires here and they are already completely worn out. This can’t be possible, right?”

The counter employee sees the memo with the new slogan and decides to directly act on this slogan. She offers the customer her apologies and tells him to return to the warehouse on Saturday. She will make sure there will be two new tires ready to be picked up.

“Yes, you better fix this.” growls the customer and walks away. On Saturday, the customer returns and directly offers his apologies to the employee/ He’d misunderstood his wife and accidentally he’d mixed up the shops. The employee responses: “No problem sir, this can happen to everyone. Here are your new tires.”

The customer looks surprised at the employee and says: “But I never bought these tires here!”

The employee responses with: “I already that the last time sir, because we don’t sell bicycle tires here.”

This action may have cost the warehouse around 20 dollars, but this story has gone completely viral and has given the company a fantastic image. It proves that you can truly focus on customer satisfaction, even with a lot of creativity and a small budget.


I hope that the above examples show you that delivering an excellent customer experience doesn’t have to cost a lot of money. Often this is a mindset, combined with positive employees and a sparkle of creativity.

When was the last time you and your company went ‘the extra mile’ to surprise your customers?

How customer feedback differs from reviews (and how you can benefit from this difference)

Опубликовано: 12.04.2017 в 17:24


Категории: Feedback tips,Unassigned


Customer reviews are booming. However, promoting products and services mouth-to-mouth is not new or trending, it has been the way of promoting for ages: and for a reason!

Research performed in the US (2007) shows that on average, consumers talk about the products they buy and its features about 120 times a week.

Nielsenf’s report Global Trust in Advertising shows the great value of reviews: reviews are trusted by consumers:

However, the biggest disadvantage of reviews is that marketeers know about the trust consumers put in reviews and misuse this trust to their advantage. Nowadays, getting a positive review has become a way of boosting sales instead of an instrument to improve your service to customers.

And that’s ok, when boosting sales is your key focus instead of improving your business: it’s just a different goal.

We found an example of a company that offered a coupon of 10 euro when customers e-mailed their 5-star review (the best possible review) to the company. Do you still think reviews are totally trustworthy? Now, it might not come as a surprise that almost 30% of all online reviews are fake..

Customer feedback

Every company benefits from customer feedback. Often, a customer satisfaction survey is used for internal purposes. It serves as input on what to focus on when improving the business. There’s no hidden agenda on boosting sales through positive feedback or using the feedback for marketing purposes. The score itself is not the end result, it’s merely the starting point to improve your service. The fact that it’s only used for these internal purposes, may lower the threshold for customers to be fair and open in their feedback. In contrast to customer reviews, feedback forms allow you to personalize and align your questions with your specific company interests and needs.

Customer feedback and Reviews: The best of both worlds

Hopefully, this blog has clarified the difference between customer feedback and reviews. Because of the different characters, feedback and reviews can complement each other though, when applied correctly. For example, the company Coolblue uses the best of both worlds. When positive reviews help you to boost your sales, you might as well control the customer reviews, right? And that’s what Coolblue does:

  • They ask customers for feedback, for internal use only;
  • When a customer sends the feedback to the company, a thank you page occurs, tailored for the positive feedback;
  • In this special thanks, they ask the customer to write a review on a review platform, that helps them spread the word on Coolblue;
  • By tailoring the Thank You page, the request to write a review is only filed with the positive customers.

Obviously, Coolblue has an extremely positive review score!

This way of working allows Coolblue to improve their business based on customer feedback and receive positive reviews at the same time: Best of both worlds!

Putting the best of both worlds into Starred-practice. At Starred, we offer you two ways to invite your promoters to help you:

The Thank You page\ The amended thank you page allows you to write a special thanks for your promoters and ask them to write a review. Just like Coolblue does. In addition, a special thanks for your Detractors allows you to immediately make up for the negative experience a customer has had.

Download your promoters or detractors You can also decide to approach your promoters and/or detractors another time. The Starred dashboard allows you to download the responses of your promoters or detractors. This way, you can really dive into the responses and think of an appropriate (individual) follow up for your customers.

Conclusion With this blog, I’ve tried to explain the different worlds of customer feedback and reviews. Luckily, these two worlds are easy to combine and even complement each other! When used together, you can both improve your customer satisfaction and improve your sales.

Questions or comments on this blog? Don’t hesitate to contact Starred’s Customer Happiness team on or +31 (0)20-2610990. Want to try Starred for 30 days? Create a trial account and become one of our biggest promoters!

What impact do Promoters and Detractors have on your average client value?

Опубликовано: 12.04.2017 в 17:22


Категории: Feedback tips,Most popular,Unassigned

It is a fact that your average client value is made of clients who are very happy about you, and clients who aren’t. The economic outcome of these two groups differ very much. Below a summary that shows what the differences are between Promotors and Detractors/Criticasters and what the consequences are for your company.

No idea what Promotors and Detractors/Criticasters are? Then read my blog How do I calculate my Net Promotor Score?

Differences Promotors and Detractors:


Promotors are a fan of your company and have a perception of high quality. This makes them less aware of prices. They are less critical about details, unlike the Detractors. Detractors are much more focused on prices. Do you want to gain insights in the differences between these two groups? Try comparing the purchases of these groups (for example of the last 6 months).

Cost efficiency / Service costs

Detractors have a larger impact on your Service department; They complain a lot more. Detractors often appear to be defaulters too. Promotors give you more efficiency marketing/sales wise, because they contribute in recruiting new customers through positive word-of-mouth. Do you want to see the difference between Promotors and Detractors? Then check out the number of Service requests or complaints of the two groups.

Budgets per year

Promoters have a higher spending pattern per year. When someone is very enthusiastic about you, there is a higher chance they will repeat purchasing something. Also cross- and upsell possibilities are more effective with Promotors.\ Detractors will show that there are less repeat purchases. This makes the spending pattern of Detractors less interesting.

Word-of-mouth advertising

Promoters are billboards for your company; they will spread positive word-of-mouth about your brand. They recommend you to others. If you want to know how many new clients found out about your company through Promotors, you can only ask them. It’s good to find out from your newest clients whether they became clients through your reputation or if they were recommended by another client. These clients often appear to become Promotors as well and therefor will bring in new clients too. It can create a continuous effect of new clients. Detractors will make the opposite happen. They talk negative about you and research shows that every negative story of a Detractor will need 5 to 10 positive stories from a Promotor to balance back.

Gain insights in your clients through customer satisfaction research

Through customer satisfaction research it’s possible to gain insights in how your clients are built up. As shown above, Detractors clearly have a negative impact on your financial achievements. Therefor, make sure you quickly identify these clients and take action on their negative feelings. Possible actions on these clients can be:

Improvements that will increase your customer satisfaction

Find out through research what the reason is for a complaint and/or low NPS score, and solve this issue. After solving the issue, make sure you give the client feedback on this and explain that his/her complaint is resolved. Every complaint gives you the opportunity to create a Promoter. When you handle a complaint fast and better than expected, this can change a Detractor into a Promoter.

Say goodbye when needed

This might sound hard, but sometimes there just isn’t ‘a good match’. Your products or services sometimes just don’t fit a customer. You both end up disappointed. If this is the situation, it’s better to let each other go.

Launch a new product or service that matches

The fact that you have a lot of Detractors can also be a good moment to launch a new product or service that fits their expectations. Apparently there was a mismatch. Find out the group’s expectations and see if you can meet these expectations in another way.
</span>Below you will find a schematic illustration that shows the impact of Promotors and Detractors on your average client value.

Do you want to know how many Promoters and Detractors you have in your customer portfolio?\ Via our free trial demo we offer you 30 days of testing with Starred. You have the possibility to send surveys within these 30 days, to gain insights in your own customer file.

Start your own free trial demo here

Checklist for the first customer feedback round

Опубликовано: 12.04.2017 в 17:09


Категории: Feedback tips,Unassigned

Customer satisfaction survey

Sending out the first feedback batch is exciting. They are your valuable customers after all and spamming them is the least you want to do. Therefore we thought we might share some tips to take away the first feedback fever.

Our top priority is to make Starred fabulously user-friendly. Surely, sending out the first feedback batch remains exciting. They are your valuable clients after all, and spamming them is the least you want to do. Therefore we thought we might share a short checklist to ease the first feedback round.

TimingResearch tells that the best time to send out a business-to-business email is on a Tuesday or Wednesday between 13:00 and 15:00. We can wholeheartedly confirm this telling from when Starred feedback invites are most often being opened. Apparently, people drift off around that hour. You help them pass their time, and get high response rates in return. If that’s not win-win, then what it!

SenderAnother such tip for getting higher responses is to let the feedback invite come from someone your client has been in contact with. This way, you not only add a human face but also one that is familiar. Your client understands that you are truly committed to listening what he or she has to say.

Tone of voice

C’est le ton qui fait la music. Starred gives you the opportunity to edit the feedback invitation. Use it! This invitation marks the beginning of a continuing open dialogue with your clients, and the way you address them should correspond to that. Rule of thumb is to keep it short and simple, including a note that it takes 2 minutes at max.

ReminderFinally, those who have not yet responded to your feedback invitation will receive one automatic reminder 6 days later. Most clients, who would like to give feedback but forget about it due to their busy schedules, gratefully make use of this reminder. If you don’t think this reminder is appropriate for your customer-group, you can de-activate it.

Good luck and let’s get Starred!

Example Feedback Form: Campaign Evaluation

Опубликовано: 12.04.2017 в 17:03


Категории: Feedback tips,Unassigned

When you have worked on a campaign for a client, it’s very important to know how your campaign scored and how the client experienced the cooperation. When you often run campaigns, it’s important to receive feedback so you know if you need to improve. And most important: if your client has a positive feeling about the campaign. This can be measured through a short questionnaire. An example of a campaign evaluation questionnaire can be found here  in the Starred SurveyStore. The example form can directly be placed into your (trial)account, or sent out to your customers right away.


When collecting feedback about your event, it’s important to add the following subjects:

  • Pre-campaign
  • Execution
  • Live
  • Post-campaign
  • Recommendation question (NPS)

Every subject has its own aspects and contains different questions. Below you can find all the subjects, aspects and questions. You are always able to customise the questions and the form, to make sure it fits your business best.


%company’s proposal was …

  1. On time – Was %company’s proposal on time?
  2. According to briefing – Was %company’s proposal according to briefing?
  3. Competitive – Was %company’s  proposal well priced compared to competitors?
  4. Follow up – Did %company follow up well on questions and comments?
  5. Well-reasoned – How was the reasoning/argumentation of the proposal?


Your feedback on …

  1. Agreement – The agreements in the contract were clear.
  2. Specs – The specs of the deliverables were clear
  3. Delivery materials – How did the process of delivering the materials took place?
  4. Support – How was the support during the launch of the campaign?
  5. Campaign launch – Was the campaign launched on time?


Your feedback on …

  1. Delivery – Has the campaign been delivered on schedule?
  2. Reporting – How was the reporting during the campaign?
  3. Optimization – When needed, was optimization implemented during the campaign?
  4. Pro-activity – Did %company take initiative during the campaign?


Your feedback on …

  1. Final reporting – How was the reporting at the end of the campaign carried out?
  2. Achieving goals –  Have campaign goals been achieved?
  3. Value for money – Did the campaign give you value for money?
  4. Next steps – Did %company initiate next steps following on the campaign?

Recommendation value (Net Promoter Score)

How likely is it that you will recommend us to a friend or colleague?

  • When given a 0 – 6: What should be improved in order for you to recommend us?
  • When given a 7 / 8: What should we do differently to get a 9 or 10?
  • When given a 9 / 10: What makes us a 9? / What makes us a 10?

Your valuable tip for us: (open question)

We hope we made you enthusiastic about using this questionnaire! Starred is not your average feedback tool; we have a clear vision on and experience with feedback and how you can use your client’s feedback in the right way:

  • A very personal invitation
  • Our questionnaires always fit on one page with the Send feedback button visible in your screen: so no surprises for your clients. This will create a positive experience for your clients when giving feedback, and will result in a very high response rate.
  • In case a client is very negative, you will directly be notified. This firefight notification will make sure you’re able to fix your client’s complaint right away!
  • You can give your client a completely automated (but still personal) update on what happened to his or her feedback. You can ask your clients for new feedback afterwards to make sure that the made changes are experienced as positive!

Click here to check out this Campaign Evaluation questionnaire in the Starred SurveyStore and start evaluating your campaigns right away!

No account on Starred yet? We offer you the possibility to try our platform for free for 30 days. Subscribe here and have a look around in our platform, test an example survey from our SurveyStore and discover how valuable your client’s feedback is!

Example Feedback Form: Complaint Evaluation

Опубликовано: 12.04.2017 в 17:02


Категории: Feedback tips,Unassigned

When you offer your customers the possibility to rate your company positively or negatively, it’s important to seriously get working with the feedback you receive and show that you want to use this to improve. Both as a prevention and during the resolving phase.

You can use this questionnaire if you want to measure how your customers feel about the complaint evaluation of your company.  Customers are more demanding nowadays when it comes to communication and effort, and want to see their problems solved easily. That is what makes your goal: Creating a positive experience for the customer, both to prevent complaints and while you make them feel you’re solving the problem!

Below you will find a questionnaire created by Starred. The subjects, aspects and informative questions are mentioned below. Don’t forget that this is an example form that doesn’t have to be used in the original style, you can change it when needed. In the questions you will find %company, which automatically links to your company name.


When collecting feedback with complaints or compliments it’s important to use the following subjects:

  • Amount of Effort – Customer Effort Score
  • Solution
  • Contact

In our Starred platform we made it possible for you to directly use the questionnaires from the SurveyStore with example forms. You can have a look at this questionnaire here and immediately place it into your (trial)account or start (test-)inviting people.

Customer Effort Score

How much effort did you personally have to put forth to solve your complaint?


The proposed solution is…

  1. Adequate – Do you think the speed of handling your complaint is acceptable?
  2. Effective – To what extent is the offered solution an actual solution to your complaint?
  3. Comprehensible – Do you understand the explanation of the proposed solution?
  4. Acceptable – To what extent does the offered solution reflect the inconvenience you encountered?


During the contact about my complaint, the employee of %company was…

  1. Professional – To what extent was the employee knowledgeable?
  2. Proactive – Did the employee sufficiently inform you on the status and progress of the complaint?
  3. Understanding – Was the employee understanding?
  4. Solution driven – To what extent did the employee try to find the best solution for you?
  5. Clear – To what extent was the communication (style & language) clear for you?

Almost ready!

We hope we offered you a clear idea of the questionnaire. Don’t forget that you can adjust the questionnaire after placing it in your (trial)account. After completing the form, you can also create your own invitation e-mail and ‘thank you-page’ in your own look & feel. This makes the survey a lot more personal and more fun for the client to fill in!

Directly send a Complaint Evaluation survey via our 30 day-trial. Click here to start your 30 day trial.

Example Feedback Form: Event Evaluation

Опубликовано: 12.04.2017 в 17:02


Категории: Feedback tips,Unassigned

One of the most important aspects when organising an event, is the feeling you want the visitors to have when leaving the event: satisfied and surprised. Did you meet their expectations? Or are there aspects you need to improve before your next event? No need to say that it’s very important to get to know if your visitors have had a positive feeling about the event. You can use this short questionnaire to find out!


When collecting feedback about your event, it’s important to ask questions about the following aspects in your survey:

  • Location
  • Organisation
  • Content
  • Program
  • What has stuck in their memory?
  • Recommendation value (Net Promoter Score)

In Starred it’s possible to directly use these questions in a form. For example by taking a look in our SurveyStore, where you can find an Event Evaluation example form. You can use this form as inspiration, or directly place it into your (trial)account.

We will explain which aspects will be treated per subject. The text below in Italics is the informative subscription per question. You are able to adjust these questions, to make sure the questions fit your business even more.


The venue of the event was…

  1. Accessible – How was the accessibility of the venue?
  2. Comfortable – How was the seating? How was the view? Could you hear the speakers clearly?
  3. Original – Did you find the venue surprising?
  4. Attractive – Did the image of the venue contribute to the atmosphere of the event?
  5. Looked-after – Were things like food and drinks, toilets, cloakroom etc. properly taken care of?


Your feedback on…

  1. Registration – How was the process of registration, including confirmation, reminder etc.?
  2. Reception – Thinks of aspects like reception, handling of your badge, routing, signing etc.?
  3. Information – How was the information on the program, location, directions and timing?
  4. Technical support – How do you rate connectivity (WiFi, mobile), audiovisual support etc?
  5. Service – How was the service of catering, bar and cloakroom staff?


Your feedback on…

  1. Interaction – To what extend was the crowd involved in the program?
  2. Standards – Did the content of the event meet your expectations?
  3. Inspiration – Did you find the event inspiring?
  4. Information – Did you learn anything new at the event?
  5. Networking – Was there enough opportunity to speak to other delegates?


  1. Moderator – How do your rate te moderator/chair person of the event?
  2. Total Time – What did you think of the length of the event?
  3. Session/Speaker 1 – How do you rate Session/Name?
  4. Session/Speaker 2 – How do you rate Session/Name?
  5. Session/Speaker 3 – How do you rate Session/Name?

What has struck them the most?

These are open questions:

  • Looking back at the event, what struck you as most positive?
  • And what struck you as most negative?

Recommendation (Net Promoter Score)

How likely is it that you will recommend us to a friend or colleague?

  • When given a 6 or less: What should be improved in order for you to recommend us?
  • When given a 7 or 8: What should we do differently to get a 9 or 10?
  • When given a 9 or 10: What makes us a 9? / What makes us a 10?

Your general feedback on us: open question

Start immediately

We hope we’ve made you enthusiastic about this questionnaire. Next to our clear feedback forms, we from Starred are not a standard feedback tool. We have a clear vision on why you should make your customer’s satisfaction your priority and how to ask for their feedback:

  • A very personal invitation for feedback
  • Our questionnaires always fit one page and has the Send feedback button always in sight; so no unexpected surprises for your customers. This creates a positive experience and a very high response rate.
  • In case a customer is very negative, you will directly be informed about this. Through these firefight notifications you are able to quickly fix the problem and recover the relationship with your customer!
  • You are able to link back to the customer on how you used their feedback, completely automated (but still super personal). And immediately hear from your customers if they experience the made changes as positive!

Directly send an Event Evaluation survey via our 30 day-trial. Click here to start your 30 day trial.

Example Feedback Form: Employment Agency – Employees

Опубликовано: 12.04.2017 в 17:02


Категории: Feedback tips,Unassigned

As an Employment Agency your service is focused in two ways: on one hand you work together with employers that need an organisation to meet their wishes and needs. On the other hand you are the link between the employers and employees. You also want to offer the employees the necessary service and support. Do they experience your service as valuable and helpful? Find out by sending them the “Employment Agency – Employees” form.

We also created another form which you can use for a parallel research about the employers satisfaction. This form, “Employment Agency – Employers”, can be found here in our SurveyStore. The linked blog can be found here.

In this blog we focus on the Employers form. The form exists of six blocks with in-depth questions per subject. The most important question in this form is the NPS-question: “How likely is it that you would recommend us to a friend or a colleague?”. Don’t forget that this form is just an example, and it’s adjustable to fit your needs! Some questions contain the code “%company”, which is automatically linked to the company name you’ve added in Starred.


When you want to collect information about the wishes and needs of your clients, the Employees, it’s very valuable to ask about the following subjects:

  • Recommendation – the Net Promotor Score-question
  • Organisation
  • Coaching
  • Vacancies
  • The job
  • Administration

The SurveyStore? forms are ready-to-use. When you want to use the Employment Agency – Employees form, you can find it here. You can view it and directly add it to your (trial)account.

Net Promoter Score

How likely is it that you would recommend us to a friend or a colleague?

Your best advice for us:


The organisation %company…

  1. Has its focus on me – %company focuses on me and values its temporary employees
  2. Aims for the best result – %company thinks and works along to achieve the best possible result for me
  3. Is reliable – %company feels as a trustworthy organisation
  4. Is flexible – %company is flexible and adjusts to my wishes


My contact person within %company…

  1. Is involved – My contactperson thinks and works pro-active with me
  2. Is reliable- My contactperson meets his/her agreements
  3. Understands my needs – My contactperson knows my ambitions and needs
  4. Aims for the best solution – My contactperson finds the jobs that fit me.


How would you rate the application process on the following aspects:

  1. Job description – The job description was clear and contained the information I was looking for
  2. Vacancy offer – %company offers enough fitting vacancies and hours
  3. (Online) application – It is easy to apply for a vacancy (online)
  4. Introduction meeting – The introduction meeting with %company has added value for me

The job

How would you rate the job on the following aspects:

  1. Information – Enough information was given to me about the vacancy
  2. Work is as expected – The job is as I expected
  3. Fits my knowledge and skills – The job and function fit my knowledge and skills
  4. Fits my needs – The job fits the number of hours/the location I want to work
  5. Enjoyable work – I like the job I’m in


How satisfied are you with the payment process:

  1. Declared hours – It is easy for me to declare my hours
  2. Correct salary – The payment is processed correctly
  3. Clarity of salary cheque – My salary cheque is clear and understandable
  4. Solutions to mistakes – Payment problems are solved quickly and correctly

Almost ready!

We hope that we gave you a clear idea of the questionnaire. Remember that you can adjust the questionnaire after placing it in your (trial)account. You are also able to create your own invitation and ‘Thank you-page’ with your own look & feel. This will make the questionnaire a lot more personal and more fun for your client to fill in!

Example Feedback Form: Employment Agency – Employers

Опубликовано: 12.04.2017 в 17:01


Категории: Feedback tips,Unassigned

As an Employment Agency your service is focused in two ways: on one hand you work together with employers that need an organisation to meet their wishes and needs. On the other hand you are the link between the employers and employees. Are aspects as the contact with the Accountmanager and the offered Employers experienced as wanted? Find our by sending them the “Employment Agency – Employers” form.

Besides asking the employers for feedback, we created a form for a parallel research: a form for the employees feedback. This form, “Employment Agency – Employees”, can be found here in our SurveyStore?

In this blog we focus on the Employers form. The form exists of six blocks with in-depth questions per subject. The most important question in this form is the NPS-question: “How likely is it that you would recommend us to a friend or a colleague?”. Don’t forget that this form is just an example, and it’s adjustable to fit your needs! Some questions contain the code “%company”, which is automatically linked to the company name you’ve added in Starred.


When you want to collect information about the wishes and needs of your clients, the Employers, it’s very valuable to ask about the following subjects:

  • Recommendation – the Net Promotor Score-question
  • Organisation
  • Agent
  • Employees
  • Service
  • Administration

The SurveyStore forms are ready-to-use. When you want to use the Employment Agency – Employers form, you can find it here. You can view it and directly add it to your (trial)account.

Net Promotor Score

How likely is it that you would recommend us to a friend or a colleague?

Your best advice for us:


I consider the organisation %company to be…

  1. Customer focused – %company has its focus on me as employer
  2. Aiming for the best result – %company’s goal is to work for the best results for me
  3. Reliable – %company always meets our agreements
  4. Flexible – %company is compliant and adjusts to my demand


My agent within %company…

  1. Is committed – My agent reaches out to me actively and offers me new ideas
  2. Understands my needs – My agent understands my business and the market I’m operating in
  3. Is reliable – My agent meets his/her agreements
  4. Is competent – My agent has the right knowledge and skills

Temporary employee

How would you rate the Temporary Employee offered by %company on the following aspects:

  1. Number of employees – %company offers enough possible candidates
  2. Quality of employees – The employees are mostly skilled and suitable
  3. Fits with my organisation – The employees fit my organisation and connect easily
  4. Potential hire in my company – I would consider hiring the employee on a regular base in my company


How would you rate the following aspects of the service offered by %company?

  1. Selection procedure – The selection procedure runs smoothly and as desired
  2. Quality – %company always offers qualitative skilled employees
  3. Guidance during process – %company helps and guides the employees well during the integration process
  4. Clear communication – %company is clear in its communication


Are the following aspects of the administrative process as desired?

  1. Invoicing – The invoices are clear and correct
  2. Speed – The administrative process is fast and correct
  3. Availability – %company is easily reached when I have questions or problems

Almost ready!

We hope that we gave you a clear idea of the questionnaire. Remember that you can adjust the questionnaire after placing it in your (trial)account. You are also able to create your own invitation and ‘Thank you-page’ with you own look and feel. This will make the questionnaire a lot more personal and more fun for your client to fill in!

Example Feedback Form: Webshop

Опубликовано: 12.04.2017 в 17:01


Категории: Feedback tips,Unassigned

Customer satisfaction survey

When you offer your clients the possibility to purchase your products/services online, it’s most important to know how they experience your shop. What are their wishes and needs? And does your webshop meet these? Important aspects as the product offer, the look & feel, ordering and delivery, but also the communication can be measured through one of our webshop questionnaires.

We created two example questionnaires:

Webshop – Short and Webshop – Long.

Webshop – Short exists of three question blocks; it’s a short form with twelve questions. These are mostly focussed on the purchase, with the CES-question as the most important question: “How much effort did you personally have to put forth to purchase your order?”

You can find this short feedback form here, in our SurveyStore.

Below you can find the longer feedback form. This form exists of six blocks with more in-depth questions. The most important question in this form is the NPS-question: “How likely is it that you would recommend us to a friend or a colleague?”

Don’t forget that this form is an example and can be changed when needed. You can find the code ‘%company’ in a few questions, this is automatically linked to the company name you’ve added in Starred.


When collecting information about the wishes and needs of your clients, it’s valuable to ask questions about the following subjects:

Recommendation – the Net Promotor Score-question General questions about your company Product offer Website Purchase Communication

The offered SurveyStore forms are always ready-to-use. When interested in the Webshop – Long form, you can find it here. You can place it into your (trial) account right away.

Net Promotor Score

How likely is it that you would recommend us to a friend or a colleague?

Your best advice to us:


How would you rate %company in general?

  1. Reliable – %company meets all the made appointments
  2. Original – %company is innovative and original
  3. Service – I feel that %company aims for the best service
  4. Recognizable – I know what %company can do for me

Product offer

How would you rate the product on the following aspects?

  1. Diversity in products – %company offers a wide range of different products
  2. Quality of products – The products that are offered are of high quality
  3. Stock of products – The products are always plenty in stock
  4. Worth my money – The price/quality balance of the products is as expected
  5. Product information – The product description is correct and contains the information I’m looking for


The website of %company…

  1. Is easy to access – It is easy for me to find what I’m looking for on the website
  2. Works fast – The website loads easily and works fast
  3. Is intuitive – The website works intuitive and is easy to use
  4. Offers the right information – The website is correct and contains the information I’m looking for


How would you rate the following aspects of your purchase?

  1. Payment – The webshop offers the right payment possibilities and it is easy to pay
  2. Delivery time – The delivery time was as communicated
  3. Delivery – The delivery of the ordered products was done correctly
  4. Returning – Returning the products was easy


The communication and customer service around my order is…

  1. Clear – The received information around my order offers the right insights
  2. Enough – I am updated enough about the status of my order
  3. Within reach – It is easy for me to get in touch with the right person.
  4. Friendly – The customer service agents are friendly and accessible in their approach
  5. Skilled – The customer service agents have the right knowledge and skills

Almost ready!

We hope we offered you a clear idea of the questionnaire. Don’t forget that you can adjust the questionnaire after placing it in your (trial) account. After completing the form, you can also create your own invitation e-mail and ‘thank you-page’ in your own look & feel. This makes the survey a lot more personal and more fun for the client to fill in!

The benefits of Starred HR

Опубликовано: 12.04.2017 в 16:13


Категории: Feedback tips,Unassigned

The succes of an organisation depends largely on its employees. Employee feedback is therefore incredibly valuable to continuously improve and grow the business. But how can you continuously improve when employee feedback is traditionally only collected once a year?

Continuous and real-time insights Starred HR offers you continuous and real-time insights into employee experience, by replacing or combining your yearly employee research with short and sweet feedback forms. Customise the short questions based on the topics that are relevant for your company. So as far as we’re concerned, traditional annual employee satisfaction research is outdated, continuous and real-time insights into employee happiness should be the standard. This way, employee feedback offers more than just a snapshot of your organisation and serves as the foundation for continuous improvement.

Anonymity guaranteed Starred HR encourages open and honest feedback. We believe that being able to provide feedback anonymously encourages this honest feedback. Therefore, we guarantee the anonymity of the feedback in the following ways:

  • Individual feedback is not visible in the dashboard. This way, no user on Starred is able to see who submitted what feedback; The ratings on the overall dashboard only become visible when a minimum of 7 respondents have submitted their feedback. When less than 7 responses are given, the results on the dashboard aren’t shown;
  • When you use the grouping feature on Starred HR, the results of each segment/group only become visible when a minimum of 7 respondents in this group have submitted their feedback;
  • The comments given to a rating are anonymised as well and are shown in random order, to prevent people from figuring out who submitted the comment;
  • Date and time of the submitted feedback are not shown and firefight notification emails are not sent to the sender of the invitation. This way, the sender doesn’t know when feedback is submitted.

Fast, easy & refreshing

Of course, the Starred guiding principle of all questions on one single-page also applies to Starred HR. In addition, the submit feedback button is always in sight, to maximise the response rate. We want to inspire you with example questions that are refreshing and differ from the norm. And by customising the invitation and feedback form to your company’s look and feel, giving feedback is fun again!

Prevention is better than the cure: Prioritizing customer feedback

Опубликовано: 11.04.2017 в 17:20


Категории: Feedback tips,Most popular,Unassigned

A company without customers cannot exist. Therefore, it is somewhat strange that many organizations choose to prioritize other things over collecting customer feedback even though they all claim that they put the customer first. After all, isn’t constructive, hot-off- the-press criticism the only way into the customer’s mind?

When it comes to getting customer feedback, we often see panic-driven decisions. Companies only tend to prioritize it when it’s? well, kind of late. Our advice? Don’t wait until it’s really urgent. Ensure that it never gets urgent. Prevention is better than the cure.

Getting client feedback: an urgent issue.

You and you alone are responsible for the growth of your company. Many organizations invest in their sales and marketing people, placing great focus on acquisition which is fine, because winning new customers is an important engine of growth. But don’t forget about your existing customers. Although they provide relatively easy opportunities for financial growth, most organizations tend to neglect them as a result of their ever-gnawing desire for expansion. What they don’t realize is that existing customers can be the key to running a flourishing business. Because happy customers are loyal and stay with you in the long term. Not to mention the fact that they often spend more, recommend you everywhere, and are just very fun to work with!

Repair the roof when the sun is shining.

When talking to prospects, we usually encounter a great interest in conducting customer satisfaction surveys. Companies see the benefits, but lack a drive to prioritize them. So we ask them, Why aren’t you aware of your customers’ opinions all the time? Knowing what makes them stay or leave will allow you to develop customer loyalty. These types of insights can make you grow from the inside, providing a solid foundation for expansion based on your reliable current customer base. To put it briefly, getting customer feedback should always be a priority; especially when things are going well for you.
As they say, repair the roof when the sun is shining. So when the rain comes pouring down, you and your customer base will be safe and dry.

Capitalize on the moment: be relevant and swift.

Another reason why the collection of customer feedback shouldn’t be dallied off is that you need to seize the moment. Relevance is key, which means you should ask the right questions at the right time. Don’t ask a customer randomly what they think of your products and service; ask them when they can still remember it. Be swift; give them the opportunity to provide you with feedback when their purchase or contact with your customer service department is still fresh in their minds. Also, ensure that the questions you ask are tailored to the type of contact your customers have had with you. For example, don’t ask them to review a product when all they’ve done is talk to a sales representative. The more relevant your question(s), the more useful the feedback you’ll receive!

Interested in the opportunities for growth arising from early-stage customer feedback? Don’t hesitate to contact us. We will be happy to discuss your wishes.