What you’ll find in this chapter:
• Putting your survey together
• Scoring your customers’ answers
• Six simple tips
Now that you realize how important it is to understand just who’s in your Beast Cave, it’s time to assemble your survey. Remember, you’re going to ask your customers a single question:
How likely are you to recommend [my product or service]to a colleague or business associate?
The wording here is critical. You’re not asking them how much they like your product, or how likely they are to buy more, or how likely they are to switch. You’re asking each customer to put his or her reputation ...