How to read satisfaction by the length of the customer relationship

The length of the relationship changes how the same answer should be read. The template asks about it in question seven, so you do not have to average customers who have known you for a week with those who have been buying for years.

• First purchase and less than 6 months: they mostly rate the first impression. A weak rating of met expectations means the offer promises more than the customer received.
• Between 6 months and 2 years: they know both the products and the support. Watch their quality to price ratio and your ability to answer questions, this is where the next purchase is decided.
• 3 years or more: they are the most valuable and a drop in their satisfaction is a warning. Compare it with the likelihood of a repeat purchase.
• Not a customer yet: evaluate them separately. These people know you only from your offer and their comments say why they have not bought so far.

Follow the same groups every time you repeat the survey. A single number for the whole database often hides a change, the trend within the groups reveals it.

How to send the survey to customers from Quanda

1. Create a new survey in Quanda and enter the ten questions of the template. The help article Creating and setting up an online survey describes the procedure.
2. Choose the recipients: customers who have bought from you, new and long-term together. The question about the length of the relationship tells them apart.
3. In the Distribution step switch the survey status to Ready to use and choose Distribute by e-mail.
4. Create a campaign that explains why you are asking and that the survey takes a few minutes, and put the survey link into a button.
5. Send the campaign once or twice a year, always in the same period, so the results can be compared.

How to evaluate the customers' answers

Net Promoter Score (NPS) is a measure of willingness to recommend based on the 0 to 10 scale question. Read satisfaction with quality, price and support next to it, not instead of it.

1. Open Analysis of answers in the survey. For each question you see how many people answered and how many skipped it.
2. Use the advanced filter to split the answers by the question about the length of the relationship: first purchase, up to one year and long-term customers.
3. Compare the ratings of quality, the quality to price ratio and the ability to answer questions between the groups.
4. Calculate NPS from the recommendation question: the share of answers 9 and 10 minus the share of answers 0 to 6.
5. Download the results as a PDF in the Final report or e-mail them to colleagues from there.

How to turn the answers into specific steps

A survey only makes sense if you change something afterwards and customers notice. Take a short list of steps from every round, not just numbers.

• Use the words customers choose for your products in your offer and on your website. Sort the negative words by frequency and you have a list of priorities.
• Thank the promoters (9 and 10) and ask them for a review or a testimonial.
• Contact the detractors (0 to 6) personally and quickly. In the survey automations set the Send notification action after the form is filled in, so you know about every new answer right away.
• Sort the comments from the last question by topic: product, price, support, delivery. Deal with the most frequent topic first.
• Tell customers what you changed based on the survey. More of them will answer next time.