Understanding the significance of Net Promoter Score is key to leveraging its full potential. However, the true power of NPS lies in how effectively you design and implement your surveys. Many businesses struggle because they fail to grasp the core principles of NPS. To help you avoid these pitfalls, here’s an all-encompassing guide to crafting impactful NPS surveys.
If you are here reading about how to create a Net Promoter Score survey, then let’s assume that you understand the power of this metric. However, creating an effective NPS survey is also important to unleash its full potential. Many companies often fail to do so because they don’t understand the NPS completely. But to ensure that it doesn’t happen to you, here is a complete guide to creating a Net Promoter Score survey. So let’s get started.
Are There Many Types of NPS Surveys or Is It Just a Myth?
Before jumping into NPS, let’s start with some clarification. It’s often said that multiple types of Net Promoter Score surveys exist, which makes this metric sound more complex. And it is very contradictory because NPS is known for being simple and straightforward. So, are there types of Net Promoter Score surveys? Yes, but not the way you may think.
The types are mainly derived from an aspect, which is the way you deliver them. Based on the way you deliver it, NPS can be differentiated in channels like email, in-app pop-ups, website pop-ups, etc. That’s all you need to know about the types of NPS.
The Key Elements of an NPS survey
Now, let’s start creating a Net Promoter Score survey and learning about the five elements of a Net Promoter Score survey.
Main Question
The first element of the survey is the question itself. An NPS question has a very simple structure where you need to put a question like “On a scale of 0-10, how likely are you to recommend us to your friends and family?” along with a 0-10 rating scale.
Follow up Question
Next up on the list is the follow-up question, which turns the Net Promoter Score survey’s insights from quantitative to qualitative. It is an add-on question or set of multiple questions, usually asking respondents the reason for the rating they chose for the main question. For example, “Can you tell us why you chose the following rating?”. It helps you understand the different reasons why your customers like or dislike your product or service and find patterns to make improvements.
Are There Multiple Types of NPS Surveys? Or Is It a Myth?
Let’s clear the air: Are there various types of NPS surveys? Technically, yes, but the distinction lies in the delivery channels rather than the structure itself. Whether it’s via email, in-app pop-ups, or website prompts, these variations are simply methods to reach your audience. At its core, remains straightforward and easy to execute.
The Core Components of an Effective NPS Survey
Creating an NPS survey involves mastering five essential elements:
- The Main Question
Start with the standard query: “On a scale of 0-10, how likely are you to recommend us to friends and family?” This question lays the foundation for understanding customer loyalty. - Follow-Up Question
Follow-up queries transform raw scores into actionable insights. Ask respondents to explain their ratings: “What made you choose this score?” This qualitative feedback is invaluable for identifying trends and areas for improvement. - Widget Design
A visually appealing design encourages participation. Ensure your survey theme aligns with your brand identity. Many tools, like QDegrees, offer customizable widgets to make this process seamless. - Survey Logic
Incorporate conditional logic to personalize the survey experience. For instance, ask specific follow-up questions based on whether the respondent is a Promoter, Passive, or Detractor. - Delivery Method
Choose a distribution channel that aligns with your objectives. Email works well for general customer feedback, while website or in-app surveys are ideal for targeted insights.
Steps to Build and Deploy NPS Surveys
- Define Your Goal
Determine the purpose of your survey—whether it’s to gauge overall satisfaction or evaluate a recent campaign. - Formulate Your Questions
Stick to the classic NPS question and add follow-ups to dive deeper into customer sentiments. - Select a Survey Tool
Tools like QDegrees simplify survey creation, distribution, and analysis, saving you time and effort. - Distribute Your Survey
Share the survey through channels like email or social media, keeping it concise and user-friendly. - Analyze the Results
Categorize respondents: Promoters (9-10), Passives (7-8), and Detractors (0-6). Use the formula:
NPS = % Promoters – % Detractors - Act on Feedback
Address customer concerns and use insights to refine your services, boosting customer retention and loyalty.
Maximizing the Value of NPS Ratings
NPS isn’t just a feedback mechanism; it’s a strategic tool. For instance, if detractors highlight recurring issues, resolve them promptly and inform these customers about the improvements. This proactive approach can reduce churn and reinforce customer trust.
Key Insights to Remember
- NPS is simple yet powerful for gauging customer loyalty.
- A well-designed survey includes key questions, thoughtful follow-ups, appealing designs, and the right delivery method.
- Define goals, choose the right tools, and analyze results to categorize customers effectively.
- Leverage NPS to drive retention strategies, address churn, and enhance customer satisfaction.
With these steps, you can transform your NPS surveys into a powerful asset for customer experience management.
