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Congratulations! your survey is live, and you are well on understanding customer experiences. Now comes the part of ensuring that the customer voice you are hearing represents your entire customer base.
There are a few metrics you will need to monitor on an ongoing basis, with a slightly different objective for each metric.
Delivery Rate = All who received the survey/All who were sent the survey
Delivery rates should be at the high 90%. Delivery rates can fall because of
You need to set up alarms for items 1 and 2. As soon as your delivery rates decrease, it would be best to look into the issue immediately. You should bear in mind that a decrease in this metric will
Your delivery rates should be distributed equally amongst the segments of customers you are tracking.
For example, a telecom company might have 80% of its customers in its post-pad plans, with the remaining 20% on a pre-paid plan. The surveys going out should be in this 80:20 ratio, with the delivery rate of each segment being 90% plus.
Response rate = All those who have answered/All those who received the survey.
Response rate should be monitored for each customer segment. Using the same example as above, the response rate for pre-paid customers might be different for post-paid customers. Monitor both separately
You should also monitor response rate improvements as you send more reminder emails. Once the incremental difference is less than 10% (i.e. when you send a reminder, the response rate improves by less than 10%), stop sending any further reminders.
Finally, monitor the response rate by day/time of day. Try to schedule send outs during this time.
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