Unfortunately, we still come across it: customer satisfaction manipulations. That’s a fancy name. But what does it mean?
They are ways to boost a customer satisfaction score in an unnatural way. Very ineffective and ultimately even very problematic for your organisation’s look on customer satisfaction. It obscures the results.
This can be applied to the various metrics. As you know, our base is at NPS. We list the top 10 most common customer satisfaction manipulations for you. Obviously not to give you ideas, but to keep you sharp and alert to the purity of your NPS measurements!
1) Add smileys, thumbs or colors to the NPS scale, directing the respondent in a clear direction.
Not such a problem if you always do the same thing and as long as you only use results for internal purposes. As a result, it is no longer possible to compare purely with peers.
2) Flip the scale; from 0-10 to 10-0. Or vice versa.
Similar to point 1: consistency is important and you put your results offside for comparison with competitors. Our advice: stick to the system.
3) Openly ‘begging’ the customer for a 9 or a 10.
Who doesn’t know them; the embarrassing examples of web shops and car dealers begging for good ratings.
4) Filtering certain results in a period, so that a target is just achieved.
Watch out, because once the number becomes important and targets are set for bonuses, you’ll be on a sliding scale.
5) Contact the customer and explain the NPS system. With an 8 or lower, you are asked not to complete the survey, but to contact us.
Be happy with the primary response. Don’t try to bend over backwards to influence the score. It is and remains (just) a number, the explanation (feedback) is the real gold.
6) Conscious cherry-picking; Invite only those people who are most likely to give a good grade.
An extremely effective way to boost the score. Excellent for standing out in front of the outside world. But will it make you any better? We doubt it!
7) Asking friends and family to write positive fake reviews on websites such as Zoover for example.
We’ve known for a while that the review world is nearly bankrupt; actions like this only increase suspicion. So just don’t do it.
8) Apply a ‘European NPS’ (which doesn’t exist by the way) to polish the grade.
The NPS is a worldwide method for a reason. The European NPS is just such a manipulation devised to artificially boost the figure, neither necessary nor efficient.
9) Enter your own email address for customers, so that employees can complete the survey for this customer themselves.
This is no longer manipulation, but can be classified under the term ‘fraud’.
10) Promise gifts with a good rating.
Your response rate will definitely go up. And your grade too. But the politically correct answers (because people think that they have a better chance of a gift or prize) is ultimately of no use at all.
Of course, not all manipulations are done consciously or on purpose, but that doesn’t make them any less dangerous. Do you recognize any of these actions in your organisation? Then act immediately! The longer these shady things are practiced, the murkier your customer satisfaction results become.