Survey toxicity is most likely to occur in B2B where the universe of contacts is more limited than in B2C. A lack of protocol typically results in decreasing response rates. Fortunately, most survey tools can automate the survey send rules you put in place.

We recommend the following:

• An individual should not be sent a relationship survey more frequently than every 6 months.
• An individual should not be sent a triggered transactional survey more frequently than every 90 days.
• The frequency of always-on transactional feedback is self-controlled by the customer
• Should a relationship and transactional survey overlap, priority should be given to the relationship survey outreach.

Remember, the way you survey customers is part of the customer experience. Demonstrate your respect for customers by carefully considering the amount of time you ask them to spend providing feedback.

Customer survey feedback has standalone value, of course, but for visionary NPS programs, the deeper value comes from its utility for calibrating an AI-driven understanding of the customer experience. Treat your feedback execution as a critical element for building your complete data set, but don’t make the mistake of stopping once you have data from direct customer feedback. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.