Blog by Nathalie Schooling

Dear Valued Customer.

That’s usually where I stop reading – but on this day, I read on.

I was scanning the marketing copy on a Standard Bank ATM digital screen that was asking if I could take their short Net Promoter Score (NPS) survey.

As someone who works in the CX game, it’s always great to see a company asking their clients for feedback. But there is so much wrong with this communication that I feel like it’s a missed opportunity for Standard Bank.

ATM

I have no doubt that this was a well-intentioned effort, I do want to state that upfront. It’s a genuine ask to gather customer feedback so that they can improve upon their offering. But those who work in customer experience will know that it takes concise, considered communication to entice a client to participate in a survey.

The fact that the screen says, ‘Dear Valued Customer’ client is the first turn off. It’s an ATM – once the machine accepts your bank card, it knows exactly who you are. Why not use this opportunity to personalise a message to the client? As much as 71% of customers expect personalised communication and are more likely to engage if they receive a personalised experience.

The second problem with this communication is that it uses the words ‘Net Promoter Score.’ Chances are, not a lot of people even know what NPS is. Industry jargon has no place in customer facing communication. Simple, easy to read, language is imperative.

Speaking of NPS, I have to point out that Standard Bank’s choice of words ‘Tell us what we can improve to score a 9 or 10’ is both leading (the customer), and a little short-sighted. Why even put the idea of a 9 in the client’s mind? Surely the goal is always to be a 10. To strive for the absolute best you can be?

Also, not to harp on about it, but NPS is fast becoming an outdated metric. In fact, a recent poll we ran on our LinkedIn page captured the collective feeling across the CX Industry, with 68% of respondents agreeing that there are more efficient ways to measure client satisfaction. For example, gathering verbatim customer feedback so that you can truly understand WHY the customer thinks and feels the way they do.

With this NPS ask, Standard Bank are only getting half of the story– the WHAT they can improve upon. Okay, so we know we need to improve in this area, but do we know WHY?

NPS Poll

And lastly, they end off their communication in a very wishy-washy non-committal way. ‘You may get a call or SMS requesting feedback.’ I had to read that a few times to understand what they meant.

All in all, as a Standard Bank customer being met with this communication, for me, it would just be a big fat no thank you.

So, in closing, here is a quick checklist you can use to help your survey communication land better:

  • Personalise – your client is busy, and taking a survey removes them from what they are focusing on – for what ‘in their minds’ doesn’t really serve them in the moment. So, addressing the client by name makes them feel valued and appreciated for giving up their time.
  • Use simple, relatable, and authentic language – avoid the temptation to use corporate jargon. The more personable and approachable you can be in your communication, the more likely a client is to engage. For example, instead of ‘Our Customer Feedback Survey is used to gauge client satisfaction and areas of improvement,’ you can try ‘We want to understand your needs better. What do you think about doing business with us? How can we better serve you? Your opinion matters to us!
  • Provide an incentive – even if the incentive isn’t a tangible reward, make it clear in your communication how and why the feedback is going to benefit the client. Explain that you are constantly improving upon your services and that with the client’s feedback, they can expect a better, more innovative offering.
  • Tie it back to your company’s value proposition – if your company’s value prop is providing customers with cutting-edge solutions, remind your client that this is what you stand for. And in participating in a feedback survey, they are helping you to continue to deliver on this promise, so that they can always get the best from you.