Why 3 Trumps 10 in Real-Time Customer Feedback
We are often asked why we chose 3 options for our rating system rather than including 2 options (thumbs up/down) or 5 options (gold stars) when soliciting feedback using our commenting service, 2Cents. I am always happy to share that our decision to choose 3 options was not accidental, but is quite intentional. Here’s how the story goes.
Our original intent was to simplify the Net Promoter Score (NPS) concept. NPS has been called “the ultimate question” and is used by large and small organizations around the world. In short, a Net Promoter Score is derived by asking “How likely are you to recommend our organization to a friend” with the answer on a scale of 0 (low) to 10 (high). The person then has the option of providing a comment in an open-ended format.
The answers are aggregated and scored by taking the percentage of promoters (9s and 10s) and subtracting the percentage of detractors (0 through 6s). Thus arriving at your NPS rating.
While not perfect, we have long believed in the power of Net Promoter Scores and their clear alignment with customer satisfaction, innovation, and profitability.
The Problem? Giving an NPS survey in a clear, simplistic way without disrupting the consumer journey is a real challenge. Most survey platforms are geared for after you have paid your bill or left the premises and are complicated by confusing access codes and pin numbers. 44Doors sought to address this issue by designing an interface that delivers the impact of Net Promoter without the complication.
The 2Cents survey interface breaks down the 11-point scale into 3 simple buttons: Negative, Neutral, and Positive. The free-text field that follows allows the consumer to quickly and easily identify key areas of interest or concern. This simple interface, whether utilized on a mobile device, a tablet, or a desktop, gives quick insight and actionable feedback in seconds without confusion or frustration.
A quick scan of a QR code, a visit to a short, branded URL, or a text message response is all that is required to trigger a simple survey that brings voice and emotion to a customer experience.
Mobile cannot be ignored at this point in the game. In fact, when it comes to consumer experience and engagement, mobile should be #1 on your list. If your customer survey experience is based on someone sitting down at their desk, clicking on a link, and taking 3-5 minutes to answer your questions, be wary. An opinion may be shared on Facebook and Twitter in seconds. If your survey takes longer than these methods, chances are, you’ll be chasing comments rather than collecting them.
While a simple thumbs-up or thumbs-down will give you a positive or negative sentiment, you’re also forcing the question. We live in a “too nice” society where social relationships are real and we do not like to step on toes. A bad comment to a manager might get someone fired. A busy manager doesn’t have time to listen to praise from a happy customer. In this age, we don’t like to bother and we don’t want to be bothered. While a customer may select a neutral rating for their experience, 44Doors uses a contextual sentiment engine to review each comment and extract the actual sentiment of the comment. In some cases, an indicator of “neutral” by the customer was selected, however the auto-sentiment engine actually indicated a negative experience. Upon review, the customer indicated neutral, but shared negative feedback on the experience. In the Net Promoter Score world, this person would have been considered a “passive” by their indication, but their comments indicate a detractor.
Everyone has a unique opinion on which method is better, but have you taken the time to understand the meaning behind the indicators that drive your business decisions? If you’d like to take ours for a spin, check out our free trial of 2Cents and let us know what you think.