Three minutes after your first NPS survey closes, management will want a report. The question is what to put in it beyond the score chart. Here are the nine elements that every NPS report needs, plus what to deliberately exclude, so the report drives action instead of arguments about sample size and "that score can't be right".
B2C retention has a well-worn playbook, save teams, predictive models, offers. B2B is messier: more stakeholders, higher switching costs, longer signals. Here's the research on spotting B2B defectors three to six months out, plus the practical steps to intervene before renewal.
"We tried Net Promoter and it didn't work." Almost every time someone says that to me, it comes back to a small number of fixable implementation mistakes — no C-level buy-in, treated as market research, no root cause analysis, score collected and nothing done. Here are the seven, and how to correct each one without restarting the program.
Before any of the survey effort matters, the recipient has to open the email, and the subject line is the entire decision. Across millions of survey invites sent for clients, the patterns are consistent enough to be a checklist. Here are seven rules for subject lines that beat the delete reflex: keep it short and sincere, make it about the customer, skip emojis, use a person as the sender.
When to send a customer survey depends on your business, your transaction shape, and one principle that almost everyone gets wrong: survey customers, not prospects, and survey soon after delivery. Here's the decision tree, broken down by transaction period (long vs short) and relationship type (one-time vs ongoing), so you can pick the survey timing that doesn't waste either side's effort.
Most marketing ROI conversations are about Tactical ROI, the return on a specific campaign or initiative. That's the wrong number to optimise. Strategic ROI looks at the business return from the overall approach, and a campaign with great Tactical ROI can have zero or negative Strategic ROI. Here are seven steps to measure the right ROI and stop optimising the wrong thing.