Ready for a Change? Why It’s Time to Rethink How We Ask for Customer Feedback

Let's chat about how we usually find out if our customers are happy or not. You’ve probably heard of something called the Net Promoter Score (NPS). It’s like a thermometer for customer satisfaction. But while it tells us how hot or cold our customer feelings are, it doesn’t give us the specifics we need to make things better right away. I think it's time we shake things up a bit with a fresh approach.

Why NPS Isn’t Enough

NPS has been a go-to for a long time (since 2003, actually); it asks customers how likely they are to recommend us, which is great. But it doesn’t tell us what to fix or what to keep doing. It’s like knowing your car doesn't work but not knowing what's wrong with it.

We need something that gives us more to work with. Sure, you can include a free text box in your survey and ask for comments (and you really should, honestly). However, it can be difficult to get actionable insights from it unless you make it specific and mandatory. Often the comment box will be left empty, or contain multiple problems.

At its core, I don't have a problem with NPS. It's designed to trigger a somewhat emotional reaction and provide a useful overview of your customer's sentiment. However, from a customer success angle, on its own, it just isn't effective.

There is a better way that combines NPS with other surveys and metrics and helps us tackle the real problems and double down on the things we do well.

Introducing Tactical Feedback Surveys

I'm talking about diving in with Tactical Feedback Surveys (TFS). These aren’t just any surveys. They’re like having a specific conversation with each type of customer to understand what they need from us right now. This means asking detractors, "What are the three biggest problems you need us to fix?" and asking promoters, "If a competitor approached you today, what reasons might you have to consider their offer?" This direct feedback can quickly help us make impactful changes.

Making Changes That Matter

With such feedback, we can quickly make changes that matter. Imagine tweaking a few things and seeing your customers happier right away because you dealt with their issues head-on. How much of an impact would you have if you spoke to the customer a few weeks later and told them how you'd progressed these issues? This approach only works if your customer success team is empowered to take ownership and has the ability to effect change across your organisation.

Imagine a Future Enhanced by Tactical Feedback

Imagine a world where every business uses these kinds of surveys. We’d all be nimbler, quickly adapting to our customers' needs and improving every day. That’s the kind of future I want for all of us in customer success.

So, what do you think? Could these Tactical Feedback Surveys make a difference in your world? Let’s be more direct in asking our customers what they need and then actually use that feedback to make their experiences better.

Drop a comment below with your thoughts or if you’re already trying something similar, let us know how it’s going!