In August this year we began work on a new startup, called SimpleSat.
Over the years, Pronto has experimented with different customer satisfaction tools and systems, but we’ve never been completely happy with any single one.
At the moment NPS (Net Promoter Score) tools are increasing in popularity. At Pronto, we use Zendesk’s NPS tool to survey our customers. NPS is great because the single question makes it easy for anybody to answer, and the popularity of the metric allows us to benchmark our results against other companies and industries.
The problem with NPS-only surveys
Where NPS falls short is helping you know exactly where you need to improve. Most NPS surveys include a follow up question to something of the effect of “What could we do to get a 10?” The problem with that, however, is most users don’t answer this question. For the ones who do, you need to perform extra work to sort and categorize responses into different areas.
There are many cases where we receive a 10/10 score (and yes, the occasional and unfortunate very low score) with no comment. So while it’s great we know if a certain client is satisfied or not, we don’t know exactly why. Is it a quality problem? Responsiveness? Value?
Introducing the RATER system
We spent a lot of time researching different satisfaction methodologies. In the end, the RATER system (originally called SERVQUAL) matched our needs the most.
RATER is an acronym for the top five metrics that authors 'Parasu' Parasuraman, Valarie Zeithaml and Len Berry discovered were the most important when measuring customer satisfaction. They are:
- Reliability - the ability to perform the promised service dependably and accurately
- Assurance - the knowledge and courtesy of employees and their ability to convey trust and confidence
- Tangibles - the appearance of physical facilities, personnel, communication materials and usability of online presence
- Empathy - the provision of caring, individualized attention to customers
- Responsiveness - the willingness to help customers and to provide prompt service
Bringing it all together with SimpleSat
To start, SimpleSat surveys will collect six total metrics: RATER+NPS. We still want to include NPS for benchmark data, and to see how different RATER metrics can improve NPS. Surveys will also include a poll question that helps intelligently probe at extremely high or low scored metrics.
The most fun and engaging satisfaction survey tool on the planet
Because this system asks more questions than just NPS, we’re placing a huge focus on survey usability, and making the surveys fun and engaging enough so that users want to get to the end of the survey. Most satisfaction surveys out there feel like a chore, but we’re going to put an end to that!
We’re combining the use of characters, different questions types, animations and other fun design elements. Our relentless focus is on creating a survey that not only users want to complete, but at the end actually have a better appreciation for the company because of how unique and well designed the survey process is.
Give SimpleSat a try!
If you’re interested in being a beta tester and helping shape the product, we’d love to work with you. You can register here: www.simplesat.io. Please feel free to share this page with any of your friends or colleagues who you think might benefit from the SimpleSat system as well.
You can get a preview of the survey here: survey.simplesat.io
If you have any questions or feedback, please don’t hesitate to reach out to me at firstname.lastname@example.org.