“Even the genius asks questions.”
- 2Pac, Me Against The World
One of the most controversial topics we come across in our discussions with Net Promoter practitioners is the issue of the two-question survey. Most everybody has an opinion on the topic. However, the facts are somewhat hard to find. I recently visited a couple of Net Promoter customers who have invested some serious time into understanding which survey tactics are working across a group of their peer companies. Based on what I have seen in the market, their findings are not far from the mark.
Let’s start by defining our terms. When we talk about two-question surveys, we are typically referring to a “recommend” question on a zero-to-10 scale, along with an open text question along the lines of “What is the one thing Company X could do to improve.” It is tempting to discard historical approaches to survey development in favor of this dramatically simplified approach.