Customer Strategy Newsletter #33 – Response Rates, CX Strategy, and more…


Welcome to the 33nd edition of my customer strategy newsletter. The five topics this week are:

  1. New Net Promoter System Podcast on response rates.
  2. ‘Modern Day Fairy Tale’ series now complete 
  3. Latest blog posts
  4. Notable items from other sites
  5. Looking forward

New Net Promoter System Podcast on response rates

Questions about feedback response rates were among the most common during the six months when I managed the LinkedIn Net Promoter System group. There were questions about how to improve response rates and about statistical significance. Good questions!

Rob Markey invited me to record a new Bain Net Promoter System podcast on the subject. As usual, I asked most of the questions, and he answered them. He has achieved amazing response rates with his clients.

The podcast was released earlier this week. I hope you will find it entertaining, and I hope it answers some of the questions you may have on this important subject. You can find it on the Bain site here, as well as on iTunes and other locations where you may be getting your podcasts. Please let us know what you think.

‘Modern Fairy Tale’ blog series on CX strategy now complete

Thank you for the excellent feedback I have received on the unusual series of articles I wrote. The fourt and final article revealed all of the secrets and made it clear why I wrote it as a work of fiction. Some of you recognized the types of discussions and incidents I covered. One person wrote to me because he had worked out who the protagonists actually were. He was almost completely correct. He only had access to the first three posts at the time, and had not worked out who the narrator was. If you have not read any of the articles, please start with the first one here, rather than jumping to the finale mentioned in the ‘latest blog post’ section below. Each article has a link tot he following one. Enjoy!


Our latest blog posts

Here are the latest posts. As mentioned last week, all of these are in a new writing style and intended for you to use for CX Day on October 3rd. Older posts are still available on the blog page.

image A Modern Fairy Tale (Part 4 of 4) – You don’t need a customer experience strategy – You already know what to do

The big day has arrived. I have to present to our CEO and leadership team. I am really nervous. Death or glory?

image A Modern Fairy Tale (Part 3) – You don’t need a customer experience strategy. You already know what to do

A date with George, and I actually do the necessary customer research. Unfortunately, the customers do not confirm my own ideas about what needs to be done…

image A modern fairy tale (continued) – You don’t need a customer experience strategy – you already know what to do (Part 2)

Continuing the story of what happens when you don’t bother with a customer experience strategy. (Because you already know what to do.) In this episode, the narrator (who could this person actually be?) finds at least one person willing to help.

Notable customer experience items from other sites

Matt LeMay: On Net Promoter and Data Golems

A provocative article from Matt Lemay, writing on Medium. Has NPS grown into an uncontrollable monster? While I would say that his understanding of the sytem is incomplete, he makes some excellent points, notably on the importance of talking to your customers to find out why they gave particular ratings. (I say his understanding is incomplete because asking why is part of the stadard three-question research format.) See what you think. You can find the article here.

Forbes: 7 Steps to Great Customer Experience in Any Industry 

Steve Andriole wrote this article which appeared on Thursday. He provides some lists of best and worst companies and then proposes his seven steps. Nicely written and useful. I suppose one obvious step is missing. You need to ensure you have sponsorship for the work before you start. Otherwise you waste your time. He sort of covers this in his seventh step, but it really needs to be the first one. The article is here.


Looking forward

I will try to write a few new things on LinkeIn and elsewhere on Tuesday, in honor of Customer Experience Day. My experiments with Amazon Ads are continuing. I have reached a dangerous stage in that one of my ads has produced better results than the others, but I have not yet run a confirmation experiment. The temptation to stop experimenting is powerful, and I must resist it…

Please share this newsletter with your friends and colleagues and encourage them to sign up for it here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.

You can also email me, Maurice FitzGerald, at

To change your subscription, click here.