TM Forum Community

Dear All, Can someone recommend me some good ideas to increase NPS surveys response rate in B2B segment?
We are currently using a survey sent by email, with a very low response.
Thank you very much!
#CustomerExperience

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Matias Ugarte
Grupo Gtd
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Hi Matias,

As you would agree, B2B customers are different to B2C (i.e generally low in numbers in comparison, bring high revenues and consume services at a scale) and hence the experience and the interaction with them would need to be slightly different.

Whilst, i agree that the general channels of survey are email, sms or telephone, i believe B2B customers would need more "real life or face2face" feedback loop, usually this happens with the sales team (or Account Managers) interacting with a named representative(s) in the B2B customer's business and this works. Typically the feedback is not explicitly called out as an activity but is defined as a part of potential cross-sell or extension of current contract/services engagement or a regular catch-up by the Sales team and adds no additional overhead from a productivity and operational efficiency perspective.

Regards
Ram

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Ramachandra Dasari
Vodafone UK Ltd
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Dear Ramachandra, thank you very much for your advice.
I agree with you the best way to get an answer in B2B is in direct contact to the customer.
I will try to find out which interaction in the process is the appropriate to make NPS questions, probably when confirming with the customer the whole order was provisioned and/or the problem ticket was solved.
Thank you very much!
Regards

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Matias Ugarte
Grupo GTD
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Original Message:
Sent: Nov 07, 2018 10:58
From: Ramachandra Dasari
Subject: NPS Survey Response Rate

Hi Matias,

As you would agree, B2B customers are different to B2C (i.e generally low in numbers in comparison, bring high revenues and consume services at a scale) and hence the experience and the interaction with them would need to be slightly different.

Whilst, i agree that the general channels of survey are email, sms or telephone, i believe B2B customers would need more "real life or face2face" feedback loop, usually this happens with the sales team (or Account Managers) interacting with a named representative(s) in the B2B customer's business and this works. Typically the feedback is not explicitly called out as an activity but is defined as a part of potential cross-sell or extension of current contract/services engagement or a regular catch-up by the Sales team and adds no additional overhead from a productivity and operational efficiency perspective.

Regards
Ram

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Ramachandra Dasari
Vodafone UK Ltd
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Hi both,

I also believe that within the B2B segment, the response rates through automatic processes are difficult to obtain and increase. Also we need to consider that the NPS could have been obtianed from a user from the organization that might or might not be receiving a good service being the reason to send him or her the NPS survey. This might not represent the level of the satisfaction from the whole user base as a consequence, what I think is important is to identify to the right individual within the customer organization to consolidate and provide feedback of the service received. Typically, there is a contract responsible that is informed about how the service is performing. Still the best would be to obtain the feedback f2f after the onboarding phase or during the regular service reviews
There is another discussion worth to comment that is wheather the NPS is the right KPI or if it would be more relevant as key indicator the customer satisfaction

Best regards
Luis Amoros

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Luis Amoros
Truphone Ltd
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Original Message:
Sent: Nov 08, 2018 12:08
From: Matias Ugarte
Subject: NPS Survey Response Rate

Dear Ramachandra, thank you very much for your advice.
I agree with you the best way to get an answer in B2B is in direct contact to the customer.
I will try to find out which interaction in the process is the appropriate to make NPS questions, probably when confirming with the customer the whole order was provisioned and/or the problem ticket was solved.
Thank you very much!
Regards

------------------------------
Matias Ugarte
Grupo GTD
------------------------------


Original Message:
Sent: Nov 07, 2018 10:58
From: Ramachandra Dasari
Subject: NPS Survey Response Rate

Hi Matias,

As you would agree, B2B customers are different to B2C (i.e generally low in numbers in comparison, bring high revenues and consume services at a scale) and hence the experience and the interaction with them would need to be slightly different.

Whilst, i agree that the general channels of survey are email, sms or telephone, i believe B2B customers would need more "real life or face2face" feedback loop, usually this happens with the sales team (or Account Managers) interacting with a named representative(s) in the B2B customer's business and this works. Typically the feedback is not explicitly called out as an activity but is defined as a part of potential cross-sell or extension of current contract/services engagement or a regular catch-up by the Sales team and adds no additional overhead from a productivity and operational efficiency perspective.

Regards
Ram

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Ramachandra Dasari
Vodafone UK Ltd

Hi,

seen the B2B account space is characterised by dedicated account teams (account manager, service manager, etc) who have direct relationships with the client (procurement, operations, etc) there are several ways to increase response rates such as:

• research non-responses to understand the reticence and learn how to improve adoption
• educate to deepen understanding of the account team responsible for the customer relationship 
• include the NPS topic as a standard recurring agenda item for meetings
• incentivise account team perhaps initially on NPS response rates, subsequently on (improved) performance 
• critical review of the recipient list

Once you have increased response rates the next challenge is to improve performance ...

regards,
Steve

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Steve Belgraver
TO BE VERIFIED
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Dear Matias,
I saw your reply to response to your original questions dated 8th Nov.
I know this is late but, I seems to me that getting response to those kind of questions, NPS is not appropriate.

Posing questions concerning delivery, provisioning etc questions, quite honestly I would expect response to be very low.

How many suppliers are bombarding customers with questionnaires? ...and, how many suppliers do you think you customer have?

Just to have said it: NPS should give recommendation or not about wether your COMPANY supported your customer generate value. And that is a few levels above delivery.

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Cato Rasmussen
Independent
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Hi Matias,

If you are sending out a Net Promoter Score survey for the first time, your expectations can get the better of you. It is normal to expect Net Promoter Score Response Rate to give answers to all the troubling questions your business could be facing.

The NPS® question is the epicenter of a survey. Its tone and structure will determine how customers will give their feedback. Also, there are different types of NPS® questions for different scenarios.
Every marketer who has been using Net Promoter Score® knows that expectations are far from reality. Here are some expectations and their realities that you ought to know. They will help you plan better surveys in the days to come.

Here's Full Guide to: Net Promoter Score
Here's Full Guide to:  NPS surveys response rate in B2B

Let me know how this Helped you, Looking forward to hearing from you on this!

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Piyush Gupta
TO BE VERIFIED India
https://www.surveysensum.com
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@Piyush Gupta,

Do you have any examples or reference on the  various event's we normally follow to capture the tNPS on B2B portal interactions ​​

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SHANAVAS ELAYEDATH
EITC (DU)
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Original Message:
Sent: Nov 25, 2019 02:20
From: Piyush Gupta
Subject: NPS Survey Response Rate

Hi Matias,

If you are sending out a Net Promoter Score survey for the first time, your expectations can get the better of you. It is normal to expect Net Promoter Score Response Rate to give answers to all the troubling questions your business could be facing.

The NPS® question is the epicenter of a survey. Its tone and structure will determine how customers will give their feedback. Also, there are different types of NPS® questions for different scenarios.
Every marketer who has been using Net Promoter Score® knows that expectations are far from reality. Here are some expectations and their realities that you ought to know. They will help you plan better surveys in the days to come.

Here's Full Guide to: Net Promoter Score
Here's Full Guide to:  NPS surveys response rate in B2B

Let me know how this Helped you, Looking forward to hearing from you on this!

------------------------------
Piyush Gupta
TO BE VERIFIED India
https://www.surveysensum.com
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