Glossary of Terms

Deepen your understanding to drive your expertise, and share with colleagues to enlighten ideas and inspire innovation. This glossary of terms will help to elevate clarity, and guide conversations that bridge gaps across teams of shared interest in customer centricity.

What is a Response Rate?

A response rate is a term used to describe what proportion of survey invitations resulted in a completed survey. The response rate for a specific survey is simply calculated by dividing the number of completions by the number of invitations. Because analyzing survey results is ultimately a statistical effort, the higher the response rate the better. Low response rates can render survey results invalid and could cause organizations to focus on the wrong improvement areas.

There are two main types of customer surveys – relationship and transactional. A relationship survey is administered periodically to determine how customers feel about their relationship with an organization, while a transactional survey is conducted very soon after a transaction such as a purchase or a customer service interaction.

Response rates typically vary between the two types of surveys and whether the relationship is B2B or B2C. For example, according to NICE Satmetrix benchmarks, the average response rate for an emailed relationship survey is 32% for B2B and 13% for B2C. Average response rates for email transactional surveys are 23% for B2B and 16% for B2C.

Achieving high response rates is becoming difficult. More and more companies are surveying consumers, leading to survey fatigue. To maximize survey response rates, organizations should use best practices such as the following:

  • Send invitations for transactional surveys soon after the transaction – ideally within a day and no longer than a week after the event.
  • Invite customers to complete relationship surveys no more than twice a year.
  • Don’t send surveys during holidays or seasonal business peaks.
  • If conducting email surveys, use a very clean email list and don’t write invitations that read like spam.

About NICE Satmetrix

NICE Satmetrix is the leading global provider of Voice of the Customer (VOC) software used by the world's most forward-thinking companies to analyze and transform their customer service interactions. Our Customer Journey-based solution combines and analyzes customer interactions, solicited feedback, and operational data at enterprise scale to uncover blind spots, increase customer satisfaction and improve agent performance.

With consumers reaching out to contact centers for more reasons than ever before, providing consistent and optimized experiences is central to fostering loyalty and increasing customer lifetime value. NICE Satmetrix VOC enables businesses of all sizes to grow the value of customer service touchpoints and operationalize customer feedback.

With NICE Satmetrix VOC, the top VOC solution for contact centers, contact centers get access to:

Integrations with NICE inContact CXone and the NICE portfolio of contact center solutions

  • Superior analytics
  • Digital omnichannel and hassle-free IVR integrations
  • Customer Journey-based design
  • One-stop-shop for all your contact center VOC needs

NICE Satmetrix is the co-creator of the Net Promoter Score® (NPS®), one of the best indicators of customer loyalty and predictors of business growth. We've instilled our deep knowledge of consumer behavior into our VOC software to make NICE Satmetrix holistic VOC a true one-stop shop for Voice of the Customer with a self-service solution that meets the needs of organizations of every size.

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