A huge thank you to Dave Norton & Aransas Savas, hosts of the Experience Strategy Podcast, for inviting TruCEO Georgina Nelson on to discuss the problem with biased and irrelevant customer research. The conversation covers all the bases: unnecessary gamification, survey fatigue, guilt-trip strategies and on to why the fabled Net Promoter Score (NPS) might be past its prime.
Highlights of the chat include:
- [02:55] Introducing Georgina and TruRating.
- [04:02] Examining survey fatigue and the underrepresentation of customer experience.
- [07:54] The thesis behind TruRating.
- [11:25] Ensuring actionable feedback by focusing on the “what” instead of the “who”.
- [17:27] What TruRating’s customers are saying and how they’re getting closer to their customers.
- [25:04] The problem with NPS.
- [30:17] The big lessons Georgina is taking from her work and what she’s seeing emerge.
- [33:29] How TruRating is an excellent example of the movement happening amongst consumers towards a focus on context.
- Businesses usually hear from less than 1% of their customers, and the majority of that feedback is from days or weeks after the event. TruRating is a way to give consumers a voice back to businesses in a far easier, quicker, and anonymous manner.
- TruRating ensures actionable feedback by emphasizing the what and not the who with a super quick and simple point-of-sale rating system.
- Why it’s important to focus on context and driving social proof and organic SEO.
- NPS alone is no longer the business-driving decision-maker that we once thought it was. Specific situational data gives us a much better read on customers in general.