Launching campaign programs
Nexthink Campaigns allows you to share and collect sentiment data from your employees.
Problem
Launching Nexthink Campaigns within your organization differs from deploying other IT tools due to their extensive reach. Campaigns require more input, oversight, and approvals.
Solution
The step-by-step framework on this page presents a set of best practices for overcoming internal obstacles and ensuring the continued success of each campaign you launch.
Launching a successful campaign
Before launching your campaign, it is essential to communicate and share its purpose, content, and a plan for its deployment.
Follow these steps to obtain approval within your organization:
(*)After launching your first campaign within your organization, steps one and two may no longer be required when conducting future campaigns.
Integrating Sentiment score and data into your campaign launch
When launching your campaign, it's important you consider how to integrate sentiment data from the start. This ensures that campaigns are impactful, allowing you to track and assess user sentiment both before and after the deployment.
Log in to Nexthink Community to listen to the Overcoming hurdles to Engage Success recording and learn more about defining goals, setting up a team, selecting your first use case and preparing for launch.
Step 1 - Educate your organization about the value of Nexthink Campaigns
Provide your organization with an overview of how campaigns work. Highlight the following benefits of using campaigns:
Attention-grabbing and rapid notifications
Timed, targeted and scalable messages for higher response rates
Information sharing, two-way feedback and self-help for fixing IT issues
What's in it for your organization?
Gain support from Executives, the Human Resources department and individual employees by explaining what's in it for them:
For Executives:
Companies with high employee engagement are 21% more profitable (Forbes).
Sentiment score tracking helps leadership assess the success of IT initiatives, follow employee experiences over time, and adjust strategies accordingly.
For HR & Communication teams:
Higher engagement. For example, a pharmaceutical company saw employee response rates increase from 3-5% to nearly 70% (Nexthink).
Tracking employee response on a granular level, including different types of campaign interactions: help, inform, or inquire about something from employees.
For employees:
High employee engagement is associated with productivity gains of 18% (Forrester).
Sharing available resources about campaigns
In addition, rely on the following content to further educate your organization about campaigns:
Whitepaper Sentiment and Technology Management for IT Leaders to learn how to set defaults, plus everything you need to know before talking to leadership about sentiment data.
Customer success stories from Nexthink Blog:
Webinar: The Power of Sentiment Data
Step 2 - Establish stakeholders, roles and responsibilities
Include other departments in the campaign project as early as possible for their buy-in and collaboration.
Determine a team or workforce with representatives from each department to streamline processes, avoid overlapping tasks and secure campaign approval.
Define roles and responsibilities throughout the project stages. Below is a list of common team representatives to include at this stage:
Executive sponsor
Technical sponsor
HR or Corporate Communications representative
Nexthink representative
You should include stakeholders involved in sentiment data analysis early on, with specific roles such as data analysts or IT experience managers.
Their early involvement is crucial for obtaining valuable insights during the campaign life cycle.
Step 3 - Plan and develop an engaging campaign
Set goals and measurable objectives or metrics.
Incorporate the sentiment data collection into your campaign goals and KPIs.
Use Experience Level Agreements (XLAs) to set clear objectives for measuring user experience. You can track sentiment changes over time and link them to specific IT improvements or challenges.
List feasible and actionable items that may be derived from the campaign insights.
For sentiment-based campaigns, consider: "What improvements will we make if sentiment is low?
Look at existing data for a hypothesis: DEX scores, known issues, strategic initiatives and resource changes.
Define the target audience.
Clearly define the group of users targeted by the campaign.
Adapt the language of the questions in the campaign to the target audience.
For sentiment-based campaigns, identify subgroups within your audience, such as different departments or employee demographics, to ensure you gather diverse perspectives that can provide more actionable insight.
Determine campaign duration, urgency and timeline.
Define the deployment timeline:
Which campaigns require approval and by whom?
What is the timeline for approval?
Determine the action your campaign will carry out: help, inform, or inquire about something from employees.
Choose the type of campaign:
One-off campaign
Recurring campaign to selected employees
Recurring campaigns to a sample of employees
Set the campaign urgency:
Urgent campaigns are immediately delivered.
Non-urgent campaigns respect a Do Not Disturb period, and Do Not Interrupt employee focus.
Define the timeframe for collecting answers.
Design a campaign follow-up for the target audience to close the full loop from the employees' perspective.
Refer to the following section below for more details on content development and rating-scale questions.
Creating campaign content
Refer to the Creating campaigns and Managing campaigns documentation for in-depth information on developing an actual campaign in Nexthink.
Find below some quick and essential tips on campaign content development:
Adapt the campaign branding to fit your organization:
Choose the correct logo, image, font, colors.
Include consistent sender information: from whom—IT Desk, Service Desk, or other—and the campaign subject.
Write simple campaign content:
Use plain language and clear titles that immediately communicate purpose.
Address one subject per question:
Ensure response options are specific enough to choose between.
Minimize the number of free-input questions.
Avoid ambiguity, metaphors, culturally specific terminology and jargon.
Avoid relative measures like "always", “often” or “rarely”.
Avoid assumptions and judgment.
Do not reference observed past behaviors.
Do not ask for participant predictions.
Use a statement instead of a question when necessary.
Stick to the suggested number of items and amount of content:
Cards/questions: 1-3 questions per campaign—no more than 7 questions.
1-2 text lines per question—no more than 3 text lines.
Rating scale: 5 points or 3-4 points if unipolar—no more than 7 points.
Single/Multiple choice: 7 options or less—no more than 10 options.
Write questions that help you rate employee sentiment toward IT services, tools, or changes; for benchmarking user satisfaction and overall experience.
Scale-based questions allow you to interpret and translate qualitative responses from employees into quantitative data.
Align your content to the campaign action you chose: help, inform, or request something from employees.
Adapt content for "Help" or "Inform" campaigns:
Ensure buttons represent actionable steps, such as "Get Help" or "Restart Device."
Use Hyperlinks, such as "Read More" links for additional details.
Personalize notifications and outline the next steps.
Adapt content for "Ask" campaigns:
Start with broad questions and gradually narrow down to specific topics
Review the following content from other Nexthink portals to learn more about creating engaging campaign content:
Recommended rating scales for campaigns
Refer to the Types of questions documentation to learn how to configure scale-based questions using Nexthink.
The following scales have been tested and should serve as an inspiration for your organization.
| Rating scale | 5-point scale* |
|---|---|
Satisfied - Dissatisfied | Very satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Very dissatisfied |
Easy - Difficult | Very easy Somewhat easy Neither easy nor difficult Somewhat difficult Very difficult |
Agree - Disagree | Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree |
(*)Rating scales with a neutral midpoint are generally the best option to accurately measure perceptions.
| Customer Satisfaction (CSAT) | Customer Effort Score (CES) | Single Ease Question (SEQ) | |
|---|---|---|---|
When to use it | In single-question satisfaction rating | In single-question measure of effort | In single-question end of task ease |
Question example | Overall, how satisfied are you with the | Overall, how easy or difficult is it to achieve your goal with | Overall, how easy or difficult was this task? |
Rating scale | 5-point scale: Satisfied - Dissatisfied | 5 or 7-point scale: Easy - Difficult | 5 or 7-point scale: Easy - Difficult |
What it measures | The general sentiment and contentment about the product experience. | The amount of effort the employee had to put in to resolve an issue or complete a task: Ease of doing business. | The ease of a specific task or action from the employee perspective. |
Step 4 - Get approval for campaign testing and deployment
After educating your organization and sharing your campaign plan with all stakeholders, request approval for testing and final deployment. Keep in mind that:
Not all campaigns require the same approval.
Many organizations do not need corporate communication approval for IT self-help campaigns.
At this stage, all stakeholders and involved teams should know the evaluation strategy to collect, track, analyze and share results after running the campaign.
Step 5 - Inform your employees about the upcoming campaign
Before sending your campaign to employees:
List campaign benefits:
Solves IT issues before users submit a ticket
Collects feedback to understand what IT issues matter to your employees
Improves employee experience
Outline the campaign content type:
Informative notifications
Questionnaire or survey
Self-help instructions
Clarify that a campaign does not replace existing surveying tools, nor is it a surveillance tool.
Share the Responding to Nexthink Campaigns documentation to prevent your employees from seeing the campaign prompt as a phishing attempt.
Be explicit and transparent about the data collection to increase participation and trust.
In addition, communicate with employees and the organization using multiple channels, including email, newsletter, intranet, company meetings, and team meetings. Provide contact information to answer any employee questions.
Step 6 - Test and deploy your campaign
After publishing a campaign in Nexthink, run a test on a smaller representative group. Based on test results, redesign accordingly.
During testing:
Evaluate the campaign content and functionality, as well as the accuracy of sentiment data collection.
Verify that the system accurately records sentiment metrics.
Ensure that questions provide valuable responses according to campaign objectives.
For sentiment-based campaigns, conduct tests with both employees who are highly engaged with IT systems, and those who are less engaged. This way, you can ensure the questions are clear and capture the full range of employee experiences.
Both testing and final campaign deployment depend on the campaign triggering configuration and campaign urgency.
Refer to the Manage campaigns documentation for more information on campaign deployment management.
Step 7 - Analyze results and share insights
Scrutinize the results of a campaign using Nexthink Campaign Overview dashboards and NQL. This way, you can align the results with campaign goals and measurable metrics.
Apply data-analysis methods to group responses by topics and disregard comments that don´t make sense, add no new information, or are statistically irrelevant. Do not aim to read every single response.
In addition, analyze sentiment data alongside campaign results to:
Track changes in sentiment and link those to specific aspects of the campaign.
Use trends to identify areas of improvement in IT services and employee engagement for executed solutions.
Discuss the actionable items that derive from the campaign insights and analysis.
Finally, as stated on this page, consider sharing a campaign follow-up with the target audience to close the full loop from the employees' perspective.
Refer to the Drivers of DEX report example, which includes campaign analysis and conclusions.
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