We've since implemented an ongoing net promoter based system to get feedback from our customers. We do this at 3 points in the customer lifecycle:
2. Customers who have emailed with our Customer Happiness team have a similar question emailed to them a couple of days after their interaction with us.
3. Customers who have shoes delivered to them receive a similar question emailed to them a week after receiving their shoes.
Each day, our Customer Happiness and management team receive an email with a summary of the scores and all the individual written feedback. Following is an example of the feedback from a couple of days ago:
We're thrilled to be getting such high scores. 83% of customers who purchase from us and respond to the survey are promoters scoring us a 9 or 10 out of 10 on how likely they are to tell their friends about Shoes of Prey, and only 2% are scoring us 0-6. Subtracting 2 from 83 gives us our net promoter score of 81 for customers who purchase from us. A middle of the road score is 0, as many promoters as detractors. 50 is considered an excellent score.
Still, we can improve and what's most valuable for us from this is not to rest on our laurels at our high score, it's to close the feedback loop and action the feedback from our customers on what we can improve.
If the customer was happy to provide an email address (we've blurred them out above) the Customer Happiness team follows up on the written feedback directly with the customer. Beyond that, it's been an amazing tool for getting a feel for what improvements our customers would like us to make. As a predominantly online retail business we don't have the same level of interaction with our customers that an offline retailer would, so implementing this net promoter questionnaire has been a great way to get more detailed customer feedback. I read the emails thoroughly every day, as do the rest of our management and Customer Happiness teams and if there are specific pieces of feedback we think we should action as a business, we'll often discuss this in the email thread.
So far we've made significant product and price changes that were both driven by the feedback we were receiving from customers, and we've been able to monitor movements in our net promoter scores after making the changes to gauge whether they've been effective. We'll be continuing to do this and can recommend it to others.
Do you have a net promoter based system implemented in your business? If so has it been helpful and what learnings have you taken from it?