University students’ case study. How to apply NPS + KCD questions?
I frequently have classes with university students. If you want to excel as a teacher, you need to evaluate your work and try harder. So I’ve asked my students to rate me on an NPS scale and asked them three feedback questions:
- What to Keep,
- What to Change,
- What to Kill in our classes?
Simple as that, I immediately got four relevant data points to check the hypotheses:
- NPS: How my “customers” (students) evaluate me? What is their distribution? What are the differences between them?
- Keep: What works well in my classes, and how does that associates with numbers? E.g., whether “10” on NPS for “Promoters” is more frequent for students who liked my approach to classes or not?
- Change: What should be changed immediately? What are the quick-wins? E.g., whether dissatisfied students were also “Detractors”?
- Delete: Which element is not needed? Maybe I’m doing too much somewhere, and I can reduce to make it leaner? E.g., whether Passive students find something not engaging at all?
Now, I have one quantitative metric, which I separate into three buckets and three questions for three separate groups: Promoters, Passives, and Detractors.
Why is that important?
I had classes with two separate groups of students. If I had calculated the quick survey results with an average, I would score 9.62 for the first and 9.00 for the second one. It’s not a statistically significant difference to start thinking about it, but what if we take the NPS scale?
In the first group, my NPS was “+93,” and in the second, it was only “+70”. It was still terrific, but the difference was already visible.
I started to think, also looking at qualitative Keep/Change/Delete answers. Some students in the 2nd group mentioned I should be “more to the point,” “keep the tempo”, “be more focused.” It got my mind, so I began to A/B differentiate the groups and found out that the variable, which had an impact on opinions, was “time of classes.” One class was earlier than the other.
What were the results of the experiment?
Simple as that, I realized that I was more tired and less focused and productive as time went by. I was too engaged in the first group, using about 70% of my energy, and didn’t have it for the second one. It was game-changing for me and the way I teach classes right now. Nowadays, I try to be calmer, slowed down, and more balanced so I don’t exhaust too fast and save energy for later. Overall, teaching is also like long-distance running.
I have done this analysis after a few pieces of training I’ve conducted; one can use it as a feedback question on retrospective team sessions; your customer success manager can ask it directly to the client. I keep on asking these questions to my clients, students, and even co-workers. It’s mighty, considering how simple it is.
This type of quant/qual analysis can be improved, changed, and tailored for your needs. The only thing you need to remember is the pattern: foundation (quantitative) question + informative deep-dive (qualitative). It gives you excellent 80/20 coverage, which you can easily leverage in the future. It is much more insightful than just a standard Net Promoter Score, which many companies heavily use.
As you see, there is a considerable difference between the average opinions and those calculated with NPS. Standard calculations wouldn’t be right to see the hidden patterns. Applying quantitative metrics + qualitative insights is a potential way to go for every business but also a performance-focused person.
If you aim for the “100” in your NPS scale, you may achieve loyal customers, satisfied employees, and an engaged audience. If there are any deviations from the top score, you can always deep-dive and see the reasons.
It’s an easy hack for those who are not experts in survey-typed questions or don’t have time to focus on that while growing their business. You can even put a threshold: “if it’s lower than X, I’m going to investigate.” I love rules-of-thumb, and in this case, it’s the way to do it!
I hope this helps you. Please shoot me an e-mail at firstname.lastname@example.org or comment if you like to discuss or ask for anything.
Bonus: Questions to think.
- Do I have a similar quantitative + qualitative approach?
- If not, why I don’t do it?
- If yes, which metrics and questions I’m using?
- How to apply NPS + KCD questions in my daily operations?
- Are there any different “turnaround analyses” I can do to achieve the goals?
Frequently asked questions - how to measure customer satisfaction
How do you measure customer satisfaction?
There are a number of ways in which you can do it, but the most useful way is by gathering and analyzing feedback from customers after they use a product or service. You can do this through running surveys, reading reviews, or asking them directly for feedback. Analyzing these responses helps understand how satisfied customers are.
What is the Net Promoter Score (NPS) and how is it calculated?
Net Promoter Score (NPS) is a very simple way in which you can measure customer satisfaction and loyalty. Customers are asked how likely they are to recommend a product or service to others, and based on their answers, they are grouped as “Detractors”, “Passives,” or “Promoters.” To get your score, you need to subtract the percentage of detractors (unhappy customers) from the percentage of promoters (satisfied customers).
Why is measuring customer satisfaction important?
Measuring and analyzing their customer satisfaction levels helps businesses understand how well they're meeting customer needs and are there things that are making their customers frustrated or upset. Satisfied customers are more likely to become repeat customers and recommend the business to others, so by boosting their satisfaction, businesses can improve their own revenue.
What are customer satisfaction surveys and how do I create one?
Customer satisfaction surveys are questionnaires that ask customers about their experiences. You now quickly create those by using online survey tools - just remember to keep the questions tailored to your business. Make the surveys short and easy to understand - otherwise customers might not be eager to answer those.