With customer service, sometimes no answer is your answer
How valuable is your Net Promoter® score if only 2% of your customers took the survey? It’s a fair question with a simple answer. A user of the social network Quora, which has a vibrant NPS community, recently asked this question. Here’s my answer:
A. In most forms of customer feedback—NPS included—deeply committed and loyal customers are more likely to respond than disaffected and unengaged customers. So we find that non-responders in most situations are disproportionately skewed toward being detractors and passives.
To verify this in your own data, compare the post-survey behavior of the following groups:
- Customers who were surveyed but did not respond
- Customers who were not surveyed at all
Our experience with many companies has revealed that the customers who were surveyed but did not respond behaved more like the passives and detractors than like the promoters or the average of unsurveyed customers.
So, to answer your question: In most cases (though not all), Net Promoter scores are inversely correlated with survey response rates.
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