The Net Promoter Score is a survey which popularity continues to grow - it quickly gained recognition among the most famous companies, regardless of the industry, size or location. Its strength results mainly from the simplicity and universality of the study. The NPS enables brands to obtain customer feedback on what works perfectly for the company and what needs to be improved. In a well-functioning organisation, this information is later communicated to employees at all levels of the corporation and helps reach customers who spend their time providing feedback directly. The company, or rather its employees, can then solve the problems reported by customers, which affects the level of satisfaction and loyalty directly. The entire process described above is called closing the loop and is widely used in the UX management. Therefore, we decided to explain it to Startquestion's users, step by step.
Below, we present how the process of closing the client into a loop looks like in practice, conducted using the Startquestion platform. We will guide you through all stages - from the moment you get the client's vote to the closure of the case.
1. Gaining the customer's vote
After creating an online survey (for example, the Net Promoter Score), you must send them to a selected group of respondents - your clients. An e-mail with an invitation to complete a survey with the NPS question in the content may look like this:
As you can see, the basic question of the study is already asked in the content of the invitation. Without repeating it, we direct our respondent to the next stages, in which we ask for the justification of the answer:
Another important element of the NPS survey is the matrix question with a request to determine the factors influencing the assessment. Of course, this is an optional question, but thanks to it we can more accurately and easily categorise customers and segment their voice:
Do not forget about the "Thank you" screen - its content can be freely modified:
2. The initial categorisation of the client's voice
The survey is now ready and the questionnaire has been sent to the respondents. The collection of results has begun. After the respondent completes the survey, the person responsible for analysing the feedback receives an e-mail, informing that a new customer's voice for categorisation has appeared.
The message can be sent to one or more e-mail addresses (supervisor, department managers, directors, etc.). Depending on the answer given (critic, neutral, promoter), the information may be sent to other people dealing with the categorisation, so that the work is evenly distributed over the entire team.
a) The task which the employee has to perform here is to click on the sentiment of the statement (appropriate link). This is the first step in categorising the customer's voice:
b) Time for the second stage of categorisation. We determine whether the received feedback is useful. For example: with the comment "It's great", not much can be done, but it is different in cases mentionet before:
The client's point of view is always determined in relation to a given statement. For ease of categorisation, information about how the survey was completed is still visible on the screen.
c) The next and last stage of categorisation is the definition of the subject:
That's it. Thanks to a few additional, simple questions asked during the NPS survey, you can easily categorise the feedback and draw even more clear conclusions from it. All the above types of questions are fully configurable from the administrator level on the Startquestion platform. It is the account administrator who decides how to categorise the received feedback. In this case, closing the loop is just another part of the questionnaire, to which the respondent has no access - it is given only to the person who categorises the statement. This is not a random solution - thanks to the fact that the knowledge about the categorisation is collected in the form of questions in the survey, all this information can be used already at the data analysis stage. You can check the statistics of the subject, or filter out the customers' statements about the selected point of view (view point) or the topic being discussed.
3. Closing the voice into a loop
In the next stage, the person responsible for analysing the customer's voice receives an e-mail informing that the customer's voice has been categorised. This message can be sent to any e-mail. Depending on the selected customer's point of view, the categorised voice can be sent to different people responsible for each customer's point of view.
a) In the message sent by the system, at the very bottom, there are links to take the appropriate action:
After selecting the option: I take up this inquiry, the employee is redirected to the browser and enters his notes there. As seen above, the message provides complete information about the voice of the customer. This screen is fully configurable - you can freely define which information about the customer will be displayed in the message.
It is good to remember that the more customer data is transferred to the Startquestion platform, the more options we can use to analyse the feedback. We can make, among others:
Personalising the invitation to complete the survey and the questionnaire,
Displaying information about the customer to a person dealing with closing the voice into a loop,
The analysis of the collected results in terms of the data provided (for example, region, segment).
b) After approving the notes, a message is sent about the change in the status of the inquiry:
Directly from this email, you can go to the next stage of closing the voice into a loop.
4.Monitoring the status of inquiries.
All inquiries collected on the basis of the customer statements can be monitored collectively. There is a mechanism for this - filtering completed and categorised statements. Here are some examples of the filters:
a) Inquiries not yet dealt with
b) Unfinished inquiries
c) Closed inquiries
d) Inquiries which were not dealt with for 7 days or more
You can find an instruction on how to create filters in a separate article in the Startquestion guide. On the basis of filters created in this way, you can also cerate recurring reports on the status of the inquiries.
Below you can see an example of the report:
You can also find instructions on how to create recurring reports in our guide. The ready reports can be sent to any defined addresses.
Do you have questions related to closing a client in a loop? We will help you!
Above, we have presented only an example of a comprehensive closing of the loop scenario which our clients already use. If you have doubts about the individual steps of the instruction or you are looking for the perfect solution for your company, please contact us. You can also find information on customer studies at our blog, and instructions on how to use individual functions (for example, creating alerts, the content of the questionnaire, sending invitations) in the Startquestions' tutorial.
We wish you fruitful studies and many valuable opinions!