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4 reasons why SMS is BRILLIANT for touchpoint NPS surveys

Post by on November 11, 2016

The adoption of Net Promoter Score (NPS) has spread like wildfire amongst companies chasing customer advocacy. Now attention is turning to execution as companies look for the right balance of cost, scalability and validity.

The key to successful touchpoint (or ‘episode’) NPS is timing. Landing the survey soon after the interaction – or during – is where an NPS text message or SMS shines. If your survey relates to an instore transaction, an entertainment event or phone call, recency rules. But that’s not the only benefit.

 

Here’s 4 reasons why companies using SMS for NPS won’t switch back:

1. Immediacy

With 98% of SMS read within 6 minutes, SMS is unparalleled for cut-through and immediacy. Its only logical that SMS surveys deliver more robust results, with the experience still fresh in the respondents’ mind.

2. Get the most out of small sample sizes.

If you only have a small sample of potential respondents, your decision might be made for you. With regard to SMS surveys, Ipsos reports 95% of respondents claim they would respond. Compare this to the industry standard ~10% response rate delivered by email. Chalk and cheese.

 3. Customers like the personal approach.

SMS is a direct and personal channel so customers attach more value to it.  That means better response rates but it’s also far more likely to be viewed favourably especially in an NPS context. “You care enough about my opinion to send me an SMS just minutes after leaving the store”.

4. It gives you a chance to resolve a customer experience disaster

If you have gone to the trouble of creating SMS NPS surveys, we’re going to assume you’re serious about improving customers experience. So if a customer’s survey response is one of complete dissatisfaction you’d want to resolve it quickly, right?

SMS helps here too; you can automatically call your customers that have told you they are dissatisfied and provide an immediate resolution.

 

Why SMS and not Instant Messaging (IM) Apps such as What’s App and Facebook Messenger?

To be blunt, SMS is vastly superior for research.

  • SMS is universal; it’s supported by all mobile devices.
  • Allows detailed reporting on send success rates.
  • Many people disable notifications from IM apps as they are intrusive.
  • Some IM apps require you have the app installed and are signed in.
  • Unlike SMS, IM Apps require a user has mobile data coverage.

 

So if you’ve been slogging away with email and online NPS surveys, start the conversation about trialling SMS. Richer insights, more accurate data and better response rates await.