Consumer Feedback: There’s a Survey for That
We recognize the impact that roadside can have on consumer brand perception and loyalty, so it is critical to maintain a tight feedback loop on the consumer experience. While the data about an event certainly tells part of the story, the most powerful tool we can use is the direct feedback from our consumers.
However, given the range of brands and consumers that we service, we understand that one size does not fit all. We have therefore designed our consumer feedback program for flexibility, offering the ability to support different consumer satisfaction metrics as well as delivery methods to best match the brands we support and align to their objectives.
Consumer Satisfaction Metrics:
The two most common metrics for consumer satisfaction are NPS (net promoter score) and CSAT (customer satisfaction score). Both are designed to capture sentiment in a quick and simple question format. Here’s how they compare:
There are advantages to both approaches. NPS offers the ability to segment customers into detractors, passives and promoters which can enable timely and meaningful follow up. In addition, this survey method tends to capture long term brand sentiment rather than individual events. Lastly, response rates for NPS surveys tend to be strong, exceeding 20% on average. However, because of the simplicity of the question asked, additional follow up and consumer research may be required to truly understand the nuances of the consumers' feedback.
Alternatively, CSAT is a very flexible customizable option. Questions can be customized to the circumstances and used to get more granular information than NPS. However, responses tend to only reflect the short term: user’s experience with the specific event in question. There also can be concerns about accuracy based on different interpretations of satisfaction and the correlation between satisfaction and long term loyalty.
Customer feedback surveys can be delivered through text messages directly, through a web experience as well as phone or email. Given the proliferation of smartphones and the general consumer preference for text messages, we have focused our program on direct text messages and a text link to web experience. The trade off is response rate vs. branding.
Questions answered through text messages tend to have a higher response rate because of the ease of response, up to 40% vs. 20% for web based surveys. However, web based surveys enables a richer brand experience and this makes it easier to include additional questions.
Choose what’s right for you! When it comes to roadside, both NPS and CSAT can provide helpful feedback and so we designed our platform to support both. We continue to expand and evolve this platform so stay tuned. Until then, enjoy the ride!
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