The Big Mistake Companies Make Repeatedly With Their Customers

Imagine you’re sitting down at a restaurant, just finishing up a fantastic meal, which was surprisingly topped by the fast and attentive service given by your waiter, when the Manager walks up and greets you at your table. You exchange some pleasantries and she politely asks about your experience.

Excited to share, you begin to rave about the quality of the food and the exceptional level of service you’ve received. You go on to say that not only will you be coming back, but you’ll be recommending them to all of your friends and family.

By all accounts, you’re a promoter! And, likely one step away from being willing to twirl a sign outside their establishment.

So, now that you’ve finished singing their praises, you maintain eye contact with the Manager awaiting her ecstatic reaction …

Instead, she just stares at you blankly, says nothing and walks away.

How do you feel about your experience now? Do you still feel like twirling their sign on a street corner? Probably not.

This is obviously not an acceptable in-person experience and very unlikely to happen in reality, so why is it so common online?

This is precisely what happens when you don’t follow-up and close the loop with your customer. You’ve shut them out and likely turned an advocate into a passive (if not detractor).

Let’s look a slightly different scenario:

Now imagine your experience was subpar. Service was slow and your meal was unimpressive.

When the Manager comes to your table this time, you politely give her an earful. But, rather than criticize, you provide her with several suggestions on how to improve all aspects of the overall customer experience.

Instead of ignoring you this time, she looks at you and very robotically states, “Thank you. Your feedback is important to us. We value your opinion. If there is one thing we could do improve your experience next time, what would it be?”


You just spent the past few minutes giving her a handful of rock-solid improvements. Not only did she not acknowledge a single one of them, it would appear that she didn’t even hear them.

Do you feel like your needs were addressed and improvements will be made? Are you any less of a detractor? Doubtful.

Again, this is not a likely experience that anyone would have in an in-person setting, so I repeat, why is this so common online?

I’m going to let you in on a little secret: The key to success with your NPS program is super simple — follow-up with your customer and have a meaningful conversation.

[bctt tweet=”Here’s a little secret: The key to NPS success is super simple — follow-up with your customer!”]

I recently had a discussion with one of our clients, one that serves millions of customers each month. When they first started measuring NPS less than a year ago, their average NPS score was 15. Today it’s 65.

What did they do to improve their score? They followed up on every piece of feedback they received. That’s it.

If you’re already a customer, you’ll know that we’ve built our tool to make it easy for you to effectively close the loop with your customers in one simple workflow.

Because of the critical importance of following up within the NPS process, we feel like it shouldn’t be left to a third-party tool or a manual process. Your customers feedback and a record of your response should should always be easily accessible for future reference or for others on the team.

I’m excited to say that we’ve now made that follow-up process even better with several key improvements:

Single-Page Viewing

Promoter Feedback Dashboard

To make the response process even faster, we’ve moved everything you need into a single view. We’ve removed the pagination so you can quickly scroll through every piece of feedback without refreshing the page.

Adding tags, responding to your customer and adding notes have all been consolidated into a single input module with simple navigation to make each step more streamlined.

And finally, all of your customers contact information, attributes and scoring history are conveniently displayed to the right of your workspace.

Advanced Filtering


Previously you could filter your feedback based on scores and completion status, we’ve now expanded the options to allow you to filter on multiple values, including tagging and notes. These additions will make it even easier to focus in on what needs to be done immediately and allow other team members to find specific feedback more quickly (product or marketing review, etc).

Date Range Filtering


Along with the more advanced filter options, you can now narrow your feedback results down to any specified period of time with a date range filter (previously you could only do this with the scores on the dashboard). The feedback can further be sorted by date in order to help you respond accordingly.

Keyboard Shortcuts


For the more advanced users, we’ve created a library of hot key shortcuts to improve your efficiency when working within your feedback dashboard. You can now respond to feedback, add tags or notes, search and a ton more without lifting your fingers from your keyboard (yes!).


There are several more enhancements that have been made and many more on the horizon, so I’d like to encourage you to login and take it for a spin yourself.

If you’re not already a customer, you can sign up for a free account here and get 250 surveys to demonstrate how much impact and NPS can have for your team.

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