Selecting the precise time to solicit feedback from your customers can significantly impact the quality and quantity of the responses you receive. If you send your NPS survey too early, your customers may not have a complete story to tell. If your CES survey too late, you could lose the raw emotion felt during the experience, as well as those critical details that tend to fade away over time.
So, how to precisely target the survey audience at the right time? What survey is to be used at what stage of the customer journey? Here is what we have for you:
| Survey Type | Feedback Goal | Responder | Frequency | Months |
| CSAT | Onboarding Support Experience Sign-up for beta programs | End-User, Buyer | Quarterly/ Bi-annually | Onboarding Completion |
| CES | First time user - intuitiveness Frequent user - powerfulness Post product- enhancements | End-User | Quarterly/ Bi-annually | Action completed |
| NPS | In-Product NPS Email NPS | End-User Buyer | Bi-Annually | 5,11 4,10 |
| Rating | Core value actions / features New value actions / features Release experience | End-Users | Quarterly/ Bi-annually | Action Completed |
| Multi-Questionnaire | Roadmap input Release Feedback Learning about specific workflow Collecting Data | Both | 5-6 months | >4 |
The frequency of surveying is directly related to the stability of the product and established customer bases. If your product is changing continuously, there is more need to survey and monitor the response to the product changes. If the product is stable with no significant changes, any recurrent survey would only lead to duplication of information and might not help much!
I hope this info helps you set various feedback windows to optimise your product roadmap.
Happy PX-ing!😎