You can ask 4 pt scale or 5pt scale for satisfaction, trust and loyalty. And if someone rated low, you can ask additional open text question to identify where it needs improvement

The approach is highly dependent on the business, your customers, and the engagement with these customers.

• What questions beyond NPS have worked well for you in relational CX surveys?

  • It depends on what drives your customer engagement. It could be ease of doing business, or quality of products, etc. In B2B space, we removed NPS all-together and stuck to the other KPIs. You need to assess that for your company, no one else can answer this for you. But make sure you test these against future buying behavior to continue to prove that these are meaningful KPIs for you.

• How do you use Driver iQ and Stats iQ to uncover key drivers and insights?

  • There are different approaches here as well. You can decide to use text analytics topics for driver analysis to keep the survey short, or go very detailed in perceptions and experience touch points and ask your customers to rate those to understand that driver relationship using tools above. Depends on your customers’ tolerance for long surveys, which in turn depends on the level of engagement they have with your company.

• What types of analysis have helped turn survey results into business impact?

  • Showcasing your main KPI link to future buying behavior (revenue, retention, etc.) is extremely impactful in driving buy-in from leadership

  • Once there is buy in, key driver analysis help focus your company CX improvement efforts on critical improvement areas.

Bottom line, there is no one right answer, and you can continue to optimize your VOC program as you test these different approaches.