Customer Survey Statistics: Everything You Need to Know

All types of businesses leverage customer surveys, and they’re as important for small, growing businesses as they are for established corporations. When you’re creating a customer survey, whether it’s for the first time, or something you do each year, it’s helpful to understand what to expect. What is a good survey response rate? What are best practices for customer surveys? What is the competition encountering?

We’ve collected customer survey statistics to help you understand the customer survey landscape. Whether you send out a standard survey via email or leverage the Net Promoter Score question in-app, knowing some statistics and trends can help you ensure that you get adequate feedback that helps build your business. Read More…

Qualitative Data & Reaching Problem-Solution Fit & Product-Market Fit: An Interview with Morgan Brown

Since we’re both in the business of qualitative data, Wootric reached out to Morgan Brown to interview him for his expertise in the field.

Morgan is 15-year startup marketing vet, who is passionate about helping great ideas and companies grow. He’s currently the COO of Inman, a real estate media company that covers the residential real estate space in the U.S. He’s also married to an awesome woman and has two kids that remind him of how lucky he is every day.

He loves to study what makes online companies grow, what makes some brands successful and others not, consumer behavior and all things business. He reads a ton, with his favorite reads being business books and biographies of famous leaders. His latest read, Leadership BS, is a great book on how most of the leadership advice is misguided and harmful to leaders and their teams.

You can follow Morgan on Twitter at @morganb.

  1. How have you used qualitative research in your career as a growth marketer?

Qualitative research for me really lies at the heart of what it means to be a marketer.

Talking to customers, listening to people, peeling back the onion with the right questions to really assess their needs, wants and motivations is incredibly powerful. Running growth at Qualaroo certainly meant a lot of time studying and using qualitative research. It really helped me see first hand how powerful it can be when deployed properly.

I’ve used it in my career in all sorts of ways: conversion rate optimization, product development, marketing campaigns, website and email copy, and software package and pricing. It’s helped me learn what matters most to people, what concerns people have, and the words they use when they talk about a product and solution.

  1. What are the differences between qualitative and quantitative research?

Analytics tells you what’s happening, but voice of customer research tells you why. It’s that contextual layer that helps put data into perspective. You can stare at numbers and guess at what’s happening, or you can ask your customers and get feedback about what’s really going on.

  1. What is the importance of qualitative research for online businesses?

The beauty of qualitative feedback is that it helps you define the problem space better when you’re looking to improve the performance of your business. For example, you can see a really high cart abandonment rate and guess at all the potential issues preventing someone from purchasing or subscribing, or you can talk to some people and narrow your set of potential hypotheses and experiments. It’s a great way to shorten your experimentation process and find higher quality tests that are more likely to be wins.

  1. What methodologies can be used to conduct qualitative research? How can a business make sense of all the feedback they get ? We think some people inherently distrust qualitative, don’t know what to do when they get A LOT of it.

There are lots of ways you can collect qualitative feedback, from interviewing people in person or on the phone, surveying users via an onsite survey, using Net Promoter Surveys via companies, to marketing panels where you survey people who are in your target market. The key to effective user surveys is to ask the right questions to the right people, so that you’re eliciting valuable feedback.

If you use a Net Promoter Score survey, you’ll get a numeric representation of your overall customer happiness or satisfaction with your service. You can benchmark yourself over time and also to other companies who publish their NPS online. It gives you some context to the results you’re getting and helps you gain some understanding of the feedback you’re getting.

You don’t necessarily need a ton of feedback from qualitative research to find answers that can help your business. Jakob Nielsen, one of the foremost user experience experts, wrote an article 15 years ago that showed that getting feedback from just five users uncovered 85% of usability problems. So you don’t need a ton of feedback to uncover important learning that can improve your growth, conversion rates, etc.

  1. What are some of the common mistakes people make (or fears? resistance?) when conducting qualitative research and how can they be avoided?

The two biggest mistakes are: not doing qualitative research in the first place and then not putting it to use. People are afraid that they’re going to ask the wrong questions, get a non-representative sample, hurt their conversion rate and more. The third big mistake is asking the wrong people for feedback.

These are all easily avoided. The first is to just do it. Qualitative feedback doesn’t have to be hard. Just start by talking to customers, on the phone, via email, onsite, in surveys, etc. Getting over the fear of doing it is the hard part. Then, once you have data flowing in, it’s important to share it with your team.

Finally, asking the wrong people is a big issue. You want to ask people who are potential customers, not just random people who never have any intent or landed on your site by accident. Just like you wouldn’t do customer development interviews with someone outside of your target audience, don’t waste your time getting feedback from people who will never buy.

To do this, filter out unqualified traffic, users, etc. For example, at Inman we don’t run onsite surveys to older content which gets great SEO traffic but is written for a different audience. Those readers are not the people we’re trying to build our business with.

  1. How can qualitative research be used to find language-market fit, problem-solution fit, and product-market fit?

This is where qualitative research really shines. For language-market fit it gives you insight into the exact words and positioning they use to describe your product. You can use their words to help with copy and positioning that is relatable and intuitive to your target audience.

For problem-solution and product-market fit you can ask questions like ‘What product would you use if you didn’t use ours?’ or ‘How disappointed would you be if our product was no longer available?’ or ‘What’s the one thing that would make this product indispensable?’ and more to gauge how important your product is to your users and how to make it a must-have.

One of the best ways to improve retention is to ask people who leave why they left and then work backwards to solve those issues and keep people engaged and happy with your product.

  1. How can it be used to help scale a startup once product-market fit has been established?

Qualitative feedback is essential to conversion rate optimization. If you have PMF, then you want to maximize your growth through improved conversion rates, messaging, acquisition, retention and more. Qualitative research can give you the insights you need to improve all of those things.

One of the best qualitative questions to ask as part of conversion optimization is to ask people who just successfully purchased or signed up this question, ‘What almost stopped you from signing up/purchasing?’ 

The answers you get from your new customers will point you directly to the moments of confusion and hesitation that almost derailed them. If you go back to those spots in the funnel, you’ll likely find many more people who couldn’t get over that hurdle. That intelligence gives you great insight on where to start experimenting to improve your overall conversion rate.

Start gathering qualitative feedback today. Signup for free in-app Net Promoter Score with InMoment.

Case Study: How Entelo uses In-app Customer Feedback to Prevent Churn

  • 2x response rate versus email provides a more complete picture of the Entelo customer base
  • Real-time feedback helps Entelo jump on customer issues quickly, rather than letting problems go unaddressed for months at a time

Read More…

Building a Net Promoter Score Tool is Easy, Until It Isn’t

I joined Wootric last spring as the first full-time engineering hire. When I’m not busy scaling out our infrastructure, designing APIs or squashing bugs, I enjoy writing about our technology.

Read More…

How & When To Survey Your Customers for NPS Feedback

When it comes to using Net Promoter Score surveys to gain insights from your customers, you probably have questions about sampling.

How do you decide how many customers to survey? When should you first survey a customer? What about after that? These are three important questions to think about in advance of getting started.

In this post, I’ll discuss best practices for survey sampling for NPS. While these practices apply to many types of businesses, I’ll relate them to gathering customer feedback in the online world — inside web and mobile applications, and on websites.

Setting up an NPS program? Download the free ebook, The Modern Guide to Winning Customers with Net Promoter Score.

Read More…

How to Get Rich Product Feedback when You Can No Longer Talk to Every Customer

As a startup founder, you were probably on a first name basis with many of your early users.  Some became cheerleaders and champions, others churned. And, in those early weeks and months, everyone’s detailed, anecdotal feedback was critical. Those first 5, 10, or 50 customers helped you hone your product into something that hundreds or even thousands of customers now rely on.

As more and more users come on board, you can no longer develop personal relationships with each and every one. Plus, your attention is pulled to hiring, infrastructure and funding.  Now, more than ever though, you need to know what customers think of your product and stay connected.  You need a solution that scales.

What do you do when you can’t talk to every customer any more?

Homebase, a startup that offers free employee scheduling and timekeeping software, has thousands of customers, uses Net Promoter Score to continue its personal response to customer feedback and to shape the product roadmap as the company grows.
Read More…

Net Promoter Score Implementation: DIY or Outsource?

The beauty of Net Promoter Score is its simplicity.  At the core, it is one key numeric ranking question supported by an open ended “why” question.  (See my post on the ABCs of NPS to learn the basics.) It’s a question that can be asked in many channels:  over the phone, in an email, in your website or mobile app, in person.  A variety of tools exist to help you execute NPS for your business with various degrees of complexity and cost.   These range from setting up your own email survey to using an automated service to hiring a consulting firm to implement NPS programs for your company.  Here’s a snapshot of what these different options have to offer:

Read More…

6 Customer Engagement Tips from The Experts

Whether you specialize in customer experience, engagement, success, or service, you’re tasked with retaining and delighting customers all the time. Plus, you have to get to know them.

It’s tough!

That’s why we talked to 6 customer engagement experts to find out what strategies bring the most success. Here are their top tips:

1. Using Tools as You Scale

At Grasshopper, we struggled with finding ways to engage our customers as we grew. It became a real challenge for us to develop and maintain strong connections with our customers the way we used to: sending welcome packages, notes and swag to people we spotted on social doing cool things or giving us shout outs.

We realized that what we were doing was becoming harder and harder to scale, Read More…

A/B Testing to Optimize Customer Happiness using Net Promoter Score at Magoosh

This week we are featuring a guest author, Peter Poer, Head of Business Development & Content at test-prep platform Magoosh. We love the creative, agile way the Magoosh team used NPS as the A/B test metric to improve their product (and student happiness.) 

Magoosh is all about making sure our students are well educated and happy.  But we’re also a data-driven business that uses metrics to make decisions — vague notions of happiness are nice, but we want numbers!

So this is the story of how we improved student happiness by A/B testing changes to our product with the goal not of optimizing clicks or conversions or revenues, but of maximizing student happiness.   To start, though, I’ll introduce the metric at hand: Net Promoter Score.

NPS: Our Reliable Referral Indicator

Net Promoter Score is a metric that tells you, on the whole, how willing your customers are to promote your product.  Customers are asked on a scale of 1-10 how likely they would be to recommend your product; 9s and 10s are considered “promoters”, 7s and 8s are neutral, and anything below 6 is a “detractor.”  Your Net Promoter Score is calculated by subtracting the number of detractors from the number of promoters and dividing by the total number of respondents.  As a result, NPS is a percentage somewhere in the range of -100% (all detractors) to 100% (all promoters).  Not to brag, but our NPS is high. Really high.

At Magoosh, NPS is one of the most important metrics we track — it helps us determine not only whether students like our customer service and user interface, but also how well our products prepare students for their exams.  And most importantly it has been a reliable leading indicator of growth in word-of-mouth referrals — our largest marketing channel.  When NPS is high, students talk about Magoosh and more people buy it!

Screen Shot 2015-06-03 at 4.13.43 PM

Historically, we’ve asked students the NPS question after they’ve taken their exams (and, importantly, seen their final scores).  We do this because our products prepare students for tests, and, really, the proof is in the pudding.  You can’t fully decide if you’re willing to recommend Magoosh for GRE prep until you’ve taken the real GRE.  The downside is that it can take a while for us to see NPS change in response to product changes.  Since we’re waiting until after students are done studying to survey them, it can take months between when a student sees a new feature and when she rates our product.

Our NPS Issue: Mismatched Expectations

Because NPS is such an important metric to our company, we take changes very seriously.  Earlier this year we saw NPS for our GMAT product dip fairly significantly.  Looking into why, we discovered that several passive and detractor students were complaining that they were getting lower scores on their real GMAT than they did on their Magoosh practice tests.

Screen Shot 2015-06-03 at 2.31.45 PM

Our algorithm was telling students to expect one score, but, for some, their official reports were coming back lower — obviously a frustrating experience.  These students were still improving their scores significantly, but once you’ve got a 750 in your mind, a 700 seems disappointing!  We determined that we needed to fix our score prediction algorithm to be more accurate, but we were left with a major concern: would an improved algorithm that displayed a lower predicted score be demoralizing for students?  Which was worse for customer satisfaction — a lower predicted score while studying, or a disappointing final score after the exam?

The Challenge: Could we optimize quickly for NPS?

Normally when we have questions about what works best for conversion or marketing, we run a quick A/B test to determine what works best.  But NPS was different — we’d never A/B tested for NPS optimization before, and our NPS collection survey only went to students after their exams.  It would be months before students who saw the changed algorithm took their exams and we got back NPS data.  Making a significant change without knowing how it would affect our word of mouth marketing was a big risk.

Our Solution:  Bring NPS inside our product

We determined that in order to A/B test the algorithm change, we needed a method for collecting NPS data while students were still studying — not just waiting til the end of their exam.  We began using a third-party tool called InMoment, which allows us to ask the NPS question in our product and analyze the data in real-time.  We then deployed the changed algorithm to half of our GMAT students, and we could then match the “Likely-to-refer” rating to students in the treatment and control groups.  Suddenly NPS had a new use case for us — as a powerful, agile product tool.

Wootric NPS Survey in Magoosh Dashboard


It turned out that the improved algorithm did not affect student satisfaction while studying with Magoosh — NPS from both student groups was identical.  Knowing this allowed us to roll the change out to all students more quickly.  We were also able to track the students in the A/B test over time, and have seen that post-exam NPS for students in the treatment group is a full nine points higher than for the control.

Takeaways from A/B Testing for NPS

1)  Include current customers in your optimizable funnel

Our goal is always to provide our students with the best possible test prep experience.  But since we’re not able to read minds, it’s not always easy to know if what we’re doing is actually providing a great experience.  It’s easy to think of customer acquisition as a funnel, and to wrap our brains around how to A/B test to optimize that funnel.  But what doesn’t come easily (at least for most startups — and definitely not for Magoosh, at first) is to think of current customers as part of an optimizable funnel too.

2)  Optimize your products for referrals

If your business is built on recommendations and word-of-mouth, then you really can’t afford not to optimize your products for referrals.  This process has helped us make sure that what we’re doing is making a meaningful difference for students, and has provided us with a useful and repeatable framework for testing future features and products.

3)  Focus on agility

Shift your thinking on NPS from a one-time transactional model to an ongoing and contextual model.  In-product NPS tools available today like Wootric can help you do this easily, as well as keep track of your A/B test groups.  You can speed up decision making and keep your pulse on customer happiness.

Fee in-app NPS with Wootric

More Than a Metric: The Net Promoter Score Cycle

Imagine a lion tamer in the center of a circus ring, whip in one hand, a wooden chair in the other. The lion stares at the man, unsure of its next move. The crowd waits anxiously for the lion to strike — but nothing happens. The angry lion has been tamed, without brute force or coercion.

The secret, as writer James Clear details on his blog, to taming a lion isn’t submission. Rather, it’s confusion.

When a lion tamer holds a chair in front of the lion’s face, the lion tries to focus on all four legs of the chair at the same time. With its focus divided, the lion becomes confused and is unsure about what to do next. When faced with so many options, the lion chooses to freeze and wait instead of attacking the man holding the chair.

This is precisely the reason that Net Promoter Score is such an effective tool. In other words, the goal isn’t to “tame” your customers but rather to set them free. Read More…

Segment Integration– Use Wootric NPS without touching code

Update 11.30.2015: MOBILE Now you can use Segment.com to enable Wootric’s Net Promoter Score platform in your mobile app without touching code or waiting for the next release cycle. Learn more about Segment’s mobile integration platform.

In-product tools can be extremely valuable to a business.  Google Analytics, MixpanelOptimizely, Crazy Egg…I’m sure we all have a few we can’t live without.  But if your technical resources are constrained, even the easiest tools to install end up somewhere in the development pipeline.  As the non-technical side of the house, I know how hard it can be to wait to test out a new shiny tool.

We built InMoment to measure Net Promoter Score inside your product.  Why?  Because every online business deserves to hear from more customers in the most fresh and contextual way.  While a developer would tell you Wootric is a fast code install, it’s still an install.  And I’d certainly tell you that “marketing me” would need help.

We succeed when you succeed, so we’ll remove any barriers we can to help our customers–technical or non-technical–quickly get up, running, and listening to customers. Read More…

Wootric + Intercom: Closing the Net Promoter Score Loop

Watch the Video:


Here at Wootric we’re big fans of Intercom.   We are a customer feedback platform and we use Intercom ourselves to have meaningful conversations with our customers.   Not surprisingly, our customers also tend to share the same passion for reaching their own customers where they are most likely to respond.

We also believe that asking customers for feedback without proper follow-up is a cardinal sin in customer experience management.  When survey feedback, such as Net Promoter Score (NPS),  is coming in from your customers every day, it becomes something that you need to manage proactively.  We’ve taken steps to address that by making follow-up an integrated part of the Wootric dashboard.  But we also know that many of our customers manage their user conversations outside of Wootric.  Rather than re-invent the wheel, why not combine forces?

And so here we are, making the connection for Intercom users between measurement and proactive followup.

Wootric + Intercom = Customer Love

Here is how you can use Wootric in Intercom to make the most of Net Promoter Score feedback:

Note: This process is essentially the same for our Customer Satisfaction (CSAT) and Customer Effort Score (CES) surveys.

1) Wootric samples your user base to collect NPS score / feedback

2) Individual scores and responses get posted to your Intercom dashboard, and are also recorded as an event in the user record.

Intercom NPS
View a user’s recent NPS data (i.e. score, comment, date)

Wootric NPS Data Filters in Intercom
Filter users by NPS data, such as score and comment

3) Then the fun begins.  Some ideas:

  • Trigger Intercom messages to a user based on the score they provided.  Perhaps you’d like to ping your detractors (scores of 0-6) that chose not to leave you a detailed comment, asking for additional feedback.  Or maybe thank your promoters (scores of 9 or 10) and invite them to your referral program.  You set the rules to drive meaningful interactions!
  • Leverage NPS segments for future Intercom communication campaigns.   This could be something like releasing and communicating new features to your promoters first.  Or perhaps targeting specific passives with additional on-boarding to important features they might have missed.

Intercom Net Promoter Score (NPS)
Detractor auto message triggered off an NPS score

Ready to Get Started?

Here are two ways to implement:

  1. If you are an Intercom customer, simply click on this button to create a Wootric account (or sign in) and instantly connect it to your Intercom account.
    Intercom
  2. Use Zapier. With a free Zapier account, you can pass Wootric data to Intercom, or other applications, without touching code.

If you are doing other creative things with Wootric and Intercom we’d love to hear about it!

The Bottom Line:

Measuring your NPS is just the beginning of your journey.  Follow up in the ways that work best for your business, whether it’s through us, through Intercom, or another tool.  We are here to support you in connecting the dots.

Start measuring Net Promoter Score, CSAT or Customer Effort Score for free with InMoment

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