Tag: Customer Feedback

Transactional NPS asks customers about your processes, not your relationship — and that quickly drags you into the architecture of service delivery itself. Most organisations still optimise the stopwatch and assume faster is better. The Dynamics of Service argues the opposite, in the cases that matter. Here's the encounter-versus-relationship distinction and where it changes the design call.

Net Promoter only generates value when employees engage with it — and they don't, by default. The CustomerGauge User Group surfaced five practical engagement plays that consistently work. Here they are: brand the program, give it local spin, share transparently, run "please contact me", and use NPS to break down cross-functional silos.

How long should your customer survey be? "As long as it needs to be, but no longer" is a fine principle and a useless answer. Here's a sharper rule of thumb, split by B2C and B2B, with concrete question counts — drawn from the analysis of thousands of real survey response patterns.

You've brainstormed, wordsmithed and polished the survey questions — but if you skip the TRACER check before you hit send, the survey will quietly under-deliver. TRACER (random sample, respect, actionable, clear, easy, relevant) is the six-attribute filter your survey must pass. Here's each attribute explained, with the most common ways surveys fail each one.

Customer Effort Score was sold as the metric that finally dethroned NPS. New independent research from Groningen — no consulting axe to grind — runs the numbers properly. The result is more interesting than either camp wants to admit.

Writing a customer survey from a blank page is a slog — and that's why so many surveys end up oddly shaped. Break the survey into the five logical sections every survey needs (intro, attributes, outcomes, closing, thanks), and the drafting work shrinks dramatically. Here's the template, with what each section is for.