Published in Retail

CX On The Go

I recently received a survey from a retail vendor – yes, right after the Black Friday shopping day! As expected the survey contained the recommend question and as is more prevalent I was on a mobile phone. In this particular case the recommend question was displayed vertically and I could only see options 10 – 7 on the screen. I wondered how realistic their Net Promoter Score® (Link credit line below) was, how many respondents actually scroll answer more honestly?

Metrics from popular marketing campaign sites have mobile usage at more than 50%. Recent analysis of usage metrics from the MaritzCX platform had almost a third of respondents taking surveys on mobile devices. Despite the actual metric, it’s clear that usage is on the rise and it’s becoming more imperative that we design surveys to work well and adapt for every screen size. This is the core philosophy of the frequently adopted responsive design framework.

Perhaps the most difficult challenge is a 10 or 11 point scale question on mobile devices, like the standard “recommend” question or a frequent scale for “satisfaction” attributes. Most other elements appear to display perfectly despite the width of the device. There are a several options one can try on our platform to improve the display and ease of use on smaller screens.



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It’s important for your Net Promoter Score® and response rates that the recommend question display perfectly for anyone – whether your respondent is on a smartphone, tablet, or a standard web browser. Here are three possibilities available today for the recommend question that are optimized for any device. The platform offers the flexibility to use a similar formatting for other scales & questions.

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Our most recent release in December will embrace Responsive Design to make our survey designs more responsive so they smartly adapt to any device with less pre-programming or intervention.  Some recent functionality includes smaller size background and logo images for tablets and mobile devices can be included making downloads faster when the respondent is on the go while still keeping the appearance of the survey consistent with your brand.


Another favorite is the the mobile enabled file upload question allows your respondents to tell their story. This is even more relevant for the fast increasing millennial generation who like to share their story and hear rely on social proof.


Remember that respondents are likely distracted and on the move when responding on mobile devices. Here are a few ideas to optimize responses on mobile and in general:

  • Keep them short: Ruthlessly prioritize the feedback you want from your customer.  Empathize with your respondent’s experience and minimize the overall length of your survey. Display logic and skip logic also help with length and help target questions based on the respondents answer.
  • Don’t ask what you know: “Blend in” data you already have about your customer. There are various import and merge tools that allow you to merge feedback data with operational, financial, and transactional information to help improve insights while asking the customer less.
  • Favor pagination over scrolling: Add a maximum of two questions per page. Display and skip logic also enables “progressive disclosure” that helps with scrolling and makes the feedback form less overwhelming.  
  • Say less: Avoid long descriptions, use vocabulary that is more intuitive and requires less explaining.
  • Easy on the eyes: Respondents are on the go. Use high contrast that increase readability in any environment.
  • Reduce image sizes: On lower bandwidths, downloads speeds of large images can impact the survey load time and significantly affect the response rates. Consider smaller images for tablets and mobile.
  • Test away! There are several tools on the market that mimic mobile behavior. Here are two you can try: and

Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.