- The Ultimate Question is to ask customers would you promote/recommend the company.
- Great example of the ultimate survey question: "How likely is it that you would recommend company X to a friend or colleague?"
- "Extremely Likely"- 10 9 8 7 6 5 4 3 2 1 0- "Not at All likely"
- Reichheld recommends survey scales 10 - 0 verse 10 to 1 as the 1 is often confused with wrong end of scale.
- The scoring is: 10 & 9 - Promoters 8 & 7 - Passive 6 to 0 - Detractors
- The primary measurement is NPS (Net Promoter Score) NPS = % Promoters - % Detractors
- Less questions the better.. should help response rate and prevent customer aggravation. If you add another question Reichheld had the example 2nd followup question "What is the most important reason for the score you gave?". This would likely provide insight to areas of focus that would help move customers to become promoters.
- Goal should be to get a 65%(wow) response rate to get truly accurate measurements. Also do not give gimic/incentive for answers as this has proven to skew the results.
Noticed Google presented me with their Housing Search interface today when searching for the broad term 'Real Estate'... actually I intended on searching for Real Estate Gadgets. This Housing search is combing through Google Base data. The Google house screen does not have any ads? This search tool is diluting their ad clicks on a spendy keyword "Real Estate". I am guessing the push is to get some more user demographic data (see remember this location check box was default opt-in) and kick the tires on their Google base housing search for a future goal..?..