May 25, 2013 § Leave a comment
One of my favorite people commented that my last post sounded angry. Sorry about that. It was really just frustration with the process of larger companies.
Some additional information about the results might help you understand my frustration. As you might recall, there was an extended conversation about who to include in the sample for the company’s NPS survey. It is a relationship survey and many people like me feel like customer surveys of this type should be conducted among a representative sample of all customers. The executives decided to include only top-tier customers — those who spend the most money.
Here are the results. The number of completes for our group was about 1,500 last quarter; this quarter…wait for it…46. Our NPS measurement is 16 plus or minus 31. Out of tens of thousands of customers, we got 46 completed surveys. The anger this quarter is coming from the executive team above those who made this decision. To top it off, the same process will be used for the current quarter using twice as many top-tier accounts. I am guessing that we will get about 92 responses this time. I’m not sure whether to laugh or cry.
April 12, 2013 § Leave a comment
Heard a long conversation about an NPS sample that includes only the company’s top accounts.
I get that you want to include top accounts in your sample — but to the exclusion of all other customers? This happens to be a decision driven from the top of a large company, executives who want to understand this key group of customers. What they don’t realize is that once they get a score from this exclusive group, the very next question is, “compared to what?”
Stay with me for a minute. What if you get an NPS of 35. Is that good? Is it bad? What if you get a score of 60? Wow, we got a great score. But what if the rest of your customers give you a score of 95? The 60 doesn’t look so good now, does it?
It doesn’t cost a single penny more to survey a representative sample of all customers. Then at the end you can separate this key group from all other customers and see if they are different. NPS is not that hard. Come on people. The worker bees in the room need to tell executives that they are making a mistake. It’s your job. Do it.