Module 1: All about survey flows and the help center
In this module:
- CX or Surveys?
- Accessing help.
- Understanding the Delighted survey flow.
- Comparing and contrasting Metric question types.
And a bit of help:
Module 1 video
Prefer to read along?
Click CC to enable captions in YouTube or read the full transcript below.
Module 1 practice quiz
FYI: All of the questions on the final exam are taken from the practice quizzes!
- Click here to take the practice quiz for Module 1
- Click here to review the quiz answers
Show Notes № 1
To dig into the nitty-gritty details behind each survey type and methodology, spend a few minutes with:
- Delighted CX or Surveys? Features & Uses
- Help Center Section 2. Survey Types
- Help Center Section 11. Best Practices
- Fred Reinholt and Net Promoter Score or NPS surveys. (Scroll down a bit to begin)
- From our Blog:
Quiz Answers
Read the transcript
If you wish to follow along with the script, or just prefer reading, a complete transcript of the video can be seen below.
Hi there! This is Ellie with the Delighted Product team. Welcome to our Core Certification training series! In these videos we’ll talk you through all you need to know to be successful with Delighted—the fastest and easiest way to gather actionable feedback.
All survey campaigns, from the high-stakes to the fanciful, share the need for a guiding methodology.
As you design a survey campaign, start with this question: “What will my survey measure?”
Is it: Customer satisfaction? Brand loyalty? Employee Engagement? Or reactions to a buttercream cupcake fundraiser you organized for a river trip for local youth?
Luckily, Delighted has two strong survey platforms to help you create the perfect survey campaign for any situation that you can imagine.
Let me introduce Delighted Surveys and Delighted CX.
When you first access Delighted, you’ll enter in one of two places: our Surveys platform or our CX platform. Which door you enter through will likely depend on what kind of survey you’re looking to create!
Our CX tool is designed for survey programs that center around a guiding methodology, like Net Promoter Score or Product/Market Fit.
On the other hand, our Surveys tool is more flexible and allows you to create surveys from scratch (or from a template) that are a bit more free-style.
When you’re in Delighted Surveys, you’ll see the platform name in the top left-hand corner, and your landing page will be this: “What is the first question you’d like to ask?”
When you’re in Delighted CX, you’ll start with “What kind of feedback would you like to get?” Note! Choosing “From scratch” will switch you over to Delighted Surveys.
So, which platform should you use? The truth is, all great survey programs will include some projects in both. If you’re looking to survey around a core metric with a program that persists over time, CX is likely the best bet.
If you’re creating an ad-hoc survey or form, or need more flexibility in the types of questions you’re asking, Surveys is likely right for you.
We’ve placed a Help Center article that digs deeper into the differences between the two platforms in the Show Notes.
Speaking of: if you have questions, visit our Help Center!
To open the Help Center click the “Help” menu from anywhere inside Delighted, and then choose “Help Center.” On the top right-hand side, you’ll see options for Surveys and CX.
You can also reach the Help Center by entering help.delighted.com into your browser at any time (or surveys-help.delighted.com for Surveys).
And don’t forget about search. For example, if you enter CSAT into the search bar, an article about Customer Satisfaction surveys will appear explaining this methodology to you—in staggering detail!
You can also launch our convenient support Beacon found in the bottom-right-hand corner of every Delighted page. The Beacon is context-sensitive; so as you open it, the article you're looking for may already be in the list. If it isn't, search with a keyword, like CES, and the relevant article about Customer Effort Score surveys will certainly appear.
If you have questions that are not answered in the Help Center, take advantage our award-winning Customer Concierge team.
There are three ways to reach out:
The first is to send an email to hello@delighted.com.
The second is by clicking the Contact button at the top of the Help Center.
Finally, you can contact us directly from the Beacon by clicking the “Ask” button.
Okay. Now that we have finished our brief safety orientation, let’s jump into CX metrics.
Delighted CX surveys are designed to collect high-impact data in a clean, clear way. They are fun to create and easy for people to respond to.
Delighted CX surveys follow an engaging, 4-step survey flow.
In Step 1, your respondents will choose a scale point from a score selection page. In this example, we’ve showcased a Net Promoter Score or NPS survey with its recognizable 11-point scale. NPS surveys are designed to reveal customer loyalty metrics.
In Step 2, respondents have the option of entering written feedback in a free response comment page. Comments add clarity around their previous score selection.
In Step 3, you’ll have the option of asking as many as 10 follow-up questions of varying types—yes/no, true/false, single or multiple answer, and free response. (We’ll explore these additional questions in the next Video.)
In the final Step, a Thank you page brings the survey to a tidy close.
And that’s it! A clean, clear, understandable NPS survey that takes just a few minutes to complete.
Remember: If you’re looking for more flexibility in your survey construction, switch on over to Delighted Surveys and let your creativity flow!
Beyond NPS, there are a host of additional survey types to choose from, each filling a unique niche in the survey space. And like NPS, some proven methodologies have earned their own acronyms, like CSAT for Customer Satisfaction, CES for Customer Effort Score, PMF for Product Market Fit, and eNPS for employee Net Promoter Score.
Don’t dismiss the more playful sounding survey types (which can be just as effective and a bit more flexible), including 5-Star, Smileys, and Thumbs.
The most noticeable difference between surveys is the range of scale points each method requires.
The extremes range from NPS, boasting 11 points, versus Thumbs, which works happily with 2 scale points. 5-star surveys have a five point range. (No surprise there.)
Adding more scale points allows for a broader range of intensities and provides more nuanced results. Fewer scale points compresses the results into more definite yes/no, for-or-against-type metrics. Both approaches have their merits.
And some survey types use a hybrid approach. For example, NPS compresses its 11-point scale into just three intensity groups: detractors, passives, and promoters. (NPS is very clever.)
More important than the number of scale points are the unique questions posited by each survey method. Let’s take a look at how the questions are worded.
Let’s start with 5-Star.
Delighted’s 5-star surveys provide a lightweight, easy-to-understand platform for measuring satisfaction. 5-star survey questions can be a bit more flexible than those required by other methodologies.
Thumbs are set apart by the power of simplicity. Using a classic gesture, Thumbs surveys are super intuitive and quickly collect unambiguous takes from respondents! (Like casting the “ayes” and “nays” in a vote.)
CSAT offers granular insights into customer sentiment for a brand, product, or service, asking a variation of the question:
“How satisfied are you with [a brand, product, or interaction]?”
The gradation of answers range from 5: for Very satisfied to 1: for Very dissatisfied.
(CSAT also comes in a 3-point scale variant.)
Smileys stand apart from other methods in that, when people view a face, they inherently connect a response with an emotion: happiness with satisfaction or sadness with dissatisfaction. (I dare say, there is no better way to gather reactions to a buttercream cupcake fundraiser than with a Smileys survey.)
CES measures the effort required for a customer to complete a task. CES surveys actually start with a statement:
“[This Company] made it easy to [resolve my issue.]”
CES respondents pick from a 5 point scale where 1 represents “Strongly disagree” and 5 represents “Strongly agree.”
CES also has a 7 point scale option.
PMF measures the degree to which a product satisfies market demand. PMF asks a question similar to: “How would you feel if you could no longer use [this brand or product]?”
Respondents choose a smiley face corresponding to either “Not disappointed,” “Mildly disappointed,” or “Very disappointed.”
Let’s end with NPS.
Originally designed to measure customer loyalty by Fred Reinholt at Bain & Company, NPS is one of the most established, respected, and studied methodologies in use today. Incidentally, Reinholt is an advisor to Delighted. (We thought we would mention it nonchalantly so as not to appear self-serving. Did it work?)
NPS surveys begin with a carefully crafted question:
“How likely are you to recommend [your company, brand, or product] to a [friend, colleague, or family member]?”
While Reinholt’s survey seems simple on the surface, behind the scenes, NPS is actively compressing its 11-point scale by segmenting respondents into three categories with these iconic names:
Detractors, for people selecting 0-6. (Not what you want.)
Passives, those that pick 7 or 8 (Better, but not grand.) and . . .
Promoters, who choose 9 or 10. (Everyone wants as many promoters as they can earn!)
We've placed the link in the show notes to this NPS calculator so you can experiment with the methodology.
The NPS methodology has also been applied quite effectively in eNPS or employee Net Promoter surveys. eNPS can measure the effectiveness of your leadership and company environment in relation to the employee experience.
With all metric choices, you can create a unique set of Additional questions for for each score group (like Detractors, Passives, and Promoters)—showing some questions to one group and not to the others.
The Thank you page in Step 4 can also be changed to message each score group appropriately.
It’s time for a quick knowledge check! Let’s see if you can guess the survey type being used by Hem & Stitch, our simulated clothing supplier, as it surveys its B2B retail partners.
Question 1: “Hem & Stitch made it easy to return our unsold product.”
Yep. That’s CES. ("Made it easy” is the giveaway line.)
Okay, now for question 2: “How would you feel if you could no longer stock Hem & Stitch custom clothing?”
That’s a tricky one, but it's PMF. (“If you could no longer” is the tell-tale phrase.)
Finally, question 3: “How likely are you to recommend Hem & Stitch branded clothing to your friends?”
Yep! An NPS question, which depends on some variation of, "are you likely to recommend.”
How did you do?
And with that, we’ll bring Module 1 to a tidy close. We’re now ready for Module 2, where we’ll create a survey project from the ground up while picking a survey type to power the project forward.
See you then!