Customer Loyalty Survey (Net Promoter Score)
Description
Customer loyalty surveys lead to a better understanding your customers as a tool to measure and reward your customers for completing the survey and providing specific feedback on your loyalty program. It also enables you to design your loyalty program and marketing campaigns based on specific member views and feedback.
Examples of strategic benefits:
- Measuring actual loyalty customer satisfaction
- Increase cost efficiency of programs: Asking specific questions is a cost-effective way to enhance your loyalty program to identify the right areas to improve
- Improve effectiveness of marketing campaigns by using the loyalty survey to segment your campaigns and rewards
Using Memberson’s expertise on loyalty will ease you into asking the right and relevant questions on your customer loyalty survey leading to increased customer satisfaction
Concept
A customer loyalty survey is used to identify loyalty preferences and opinions of your members to enhance your program and brand. In its simplest form it is a Net Promotion Score survey used to gauge customer loyalty, satisfaction, and enthusiasm with a company. By enabling you to identify the customers and link it to purchases, behavior and attributes you gain insights into how to improve both your loyalty program but also your marketing campaigns.
Execution Overview
- Set up survey and integration
- Target and identify customer segment for survey participation
- Consolidate survey results
- [Optional] Reward customers who have participated in the survey
- Run analysis to track participation, results and use results to improve program and campaigns
KPI
- Cost of eDM/SMS blast for survey participation and survey tool
- Cost of survey participation reward [if any]
- Increase in repeat purchase from participants (through reward) – > 10%
- Better understanding of next loyalty action and strategy
Detailed Execution in Memberson Loyalty CRM Platform
This is a typical implementation process for a simple NPS survey where we store the result in your CRM solution. Do note that there are various configuration options available. When you set up more advanced survey’s you should run the analysis of these survey’s in the survey tool directly to improve the insights of the program.
#1 Create Survey (using TypeForm as an example)
The first step is to sign up and design the survey for the Net Promotion Score. As an example we will use TypeForm since Memberson already have a pre-built Zapier integration with TypeForm.
Typeform: People-Friendly Forms and Surveys
Do note that depending on the survey solution used there will be a cost for the online survey which will depend on how many responses you are looking to get. You can manage this via targeting certain sets of customer in phases.
Once you have signed up you need to create the survey. This can simple be done by creating a form, select start from scratch and then select Net Promoter Score.
Thereafter go to newly created form, select Logic and then “Personalize with data” and hidden fields. Here you will now create the hidden field “customer_number” that will allow you to connect the survey that you have created with the actual customer in the CRM system if you provide the customer_number in the survey link. Thereafter proceed to publish the survey.
You can now get the link that you need to give your customers for them to respond to the survey (under the share menu item). However, before proceeding we need to create a link between TypeForm and Memberson CRM platform.
#2 Set up a TAG in CRM (if not available)
Set up a TAG in CRM to store the Net Promoter Score result (1-10 score)
#3 Create a Zap connecting TypeFrom and Memberson
This will require the support from Memberson. We already have pre-built zaps for this purpose that can be configured in a few minutes for this purpose. Please see below some screenshots with details.
#4 Send out marketing email for people to respond to the survey
Set up an engagement (preferable email) and encourage people to complete the survey. It can be part of other EDMs and marketing messages as well. This is the standard set up, below is a very simple EDM template and do note that the button have the link to the survey with the data binding parameter [@customer_number] that will be populated with each members customer number. This is critical so we can tie back the survey response to the customer profile.
Once done send the EDM out to the target audience in Engage.
#5 Member responds and NPS score is saved into profile
The member will receive the email and by clicking on the button they will be taken to the TypeForm survey as per below:
When they enter submit the survey results it will be automatically imported under TAGS with the score value chosen.
#6 [Optional] Reward customer who participated in the survey
This can typically be done in engage or reaktor rule by using the Net Promoter Score Tag and reward those that have updated their NPS. For example a voucher or similar to drive further engagement with the customer.
Alternative if an interaction was created to indicate that someone has completed a more comprehensive loyalty survey that interaction could be used to give rewards.
#7 Review and follow up on the results
You can review the results in a report that displays the TAGS and score and do analysis on how your NPS is impacted based on different customer attributes or behaviors and how it is changing overtime.
But more importantly, you can now run certain campaigns, loyalty incentives and rewards and programs based on the NPS, both to improve the NPS in the future but also to target and design your loyalty program better.
