Net Promoter Score®: Definition, Question Types, NPS® types, and Benefits


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You have presumably experienced the fundamental NPS® question (“how probably are you to suggest us on a scale from 0 to 10?”) as a customer yourself-yet when you’re the one doing the asking, you want to get the most extreme worth out of the review. Underneath you’ll observe a rundown of NPS® question models in addition to thoughts for custom-made follow-up questions: you can involve them all as a layout to run your own NPS® surveys and figure out the number of cheerful customers you truly have, and how to make more.

What is a Net Promoter Score® survey?

By and large, a Net Promoter Score® survey is a basic poll that targets foreseeing whether a customer will repurchase from an organization or allude it to another person. NPS® reviews are in this manner effectively used to quantify customer experience, consumer loyalty, and loyalty to a brand, as well as it is dynamic over time.

What are the Types of NPS® Survey Questions?

Typically, there are two types of NPS® survey questions: 
  1. Rating scale questions
  2. Open-ended questions
While most NPS® surveys have rating scale questions, followed by open-ended questions, some NPS® surveys only have rating scale questions. 

Rating scale questions

Rating scale questions form the first part of the NPS® questionnaire. They ask your customers to rate your business, product or service on a scale of 0 to 10. 

Open-ended survey questions

Open-ended questions are subsequent to rating scale questions. They ask the customer ‘why the specific score was given’.

Examples of NPS® Survey Questions

To make it easy for you to create NPS® survey, we’ve listed some examples of NPS® survey questions that you can use in your survey. Let’s begin with the examples of rating scale survey questions.

Rating Survey Questions to ask in your NPS® Survey:

As learned above, rating scale questions form the first part of your NPS® survey and help in building a foundation for your customers to communicate with you, allowing them to voice their opinions.  In this regard, your first NPS® survey is going to function as an adequate ice-breaker which will help establish to the customer that you care about their opinion. Secondly, the feedback you gain from the ratings will help you understand the overview of your brand, and offer insights that you may have not been previously aware of. If you are just beginning to explore Net Promoter Score® surveys, then you can create a default form of the survey question. The most general question in an NPS® survey is: “On a scale of zero to ten, how likely are you to recommend our business/brand/product to a friend or colleague?” This question has been designed to encapsulate the satisfaction that customers’ have with your organization. You can add either business, brand, or product in the question depending on your needs and area of interest.  “How likely are you to recommend ……………………to your family or friends?” This question is efficient in gauging customer loyalty, tracking how a new product in the market is being perceived, or the effects of a new marketing campaign. The collected data can be transformed and used in a long-term improvement strategy.  Thus, this classic NPS® survey question is short, precise, and easy-to-comprehend. It gives you an idea of the quantitative ratings that various businesses are looking for. You can replace “company” with any other specific product or service you’re trying to gain feedback from. This is especially helpful if you have released a new product or upgraded an already expected one. The insights this will provide you will help you in planning further polishing the product or service. 

Open-Ended Questions to ask in your NPS® Survey:

It is important to ask a follow-up question to your customers depending upon their answer. This question should be open-ended and yield qualitative data. Since the open-ended question directly relates to the specific scoring criteria, as a rule of thumb, they need to be shaped taking into account the 3 NPS® categories customers fall into: 
  1. Promoters (loyal customers, your 9 and 10s), 
  2. Passives (unenthusiastic customers, your 7 and 8s) and 
  3. Detractors (unhappy customers, rating you in the 0 to 6 range).
Both the rating and the open-ended questions have a standard format that most NPS® services use. However, they can be customized according to your business specifics and the goals of your NPS® campaign.

Follow-up Questions for Detractors and Passives:

If the customer has given ratings lower than 9, you can follow it up by asking them the following questions:
  • What did we miss in making this experience more meaningful to you? 
This is a great question to gather insight into what was a hit or a miss in the interaction your brand had with a customer. Customers, in general, are hesitant in giving negative feedback and this question can make them feel more comfortable in speaking their mind. Constructive criticism helps companies a long way in understanding what areas they should work on, and what areas are working well with customers.
  • How can we improve your experience in the future? 
This is a good question to ask someone who has left a Passive rating. This will bring about practical suggestions of the changes or improvements you can make in your product or service. With Detractors, this question will exactly point out what errors you may need to fix and improve your product or service. The answer to this question will also help you prioritize the issues you need to address first and improve the opportunities of making up to your customers. 
  • What did you like the least about the product/brand/service? 
This question is useful because it helps you uncover some of the features of your product that you can do without. It helps you understand how to help your unsatisfied customers by being better able to serve them and their needs. This feedback is important because it helps you uncover the fresh angles to work on with the marketing, advertising, or the follow-up updates of the product. It also gives you an insight into customers’ needs and helps you handle their expectations better. 
  • What could we do to make your experience worthwhile the next time you’re visiting us? 
This question is very important when it is directed at Detractors or Passives. It is important because it shows the customers that you care about their reviews and want to create a worthy product or service for them. It shows them that you are ready to put in the work, you’re listening and willing to improve your services. It also helps you in establishing a good reputation and respect in the market.
  • Which features of the product do you value the most/least? 
If you want to know what Detractors and Passives liked and disliked the most about your company, this question is the way forward. You will understand both – what is working and what isn’t for both the categories of respondents. NPS® Surveys give you an opportunity to convert your Detractors into loyal Promoters if you show them that you care about their feedback, experiences, choices, and are willing to put in the work for the same.

Convert Detractors to Promoters : Download Our Expert NPS® Guide

Follow-up Questions for Promoters:

While it is relatively easier to ask for reasons what Detractors and Passives may want you to improve about your company, it is equally important to gain insights from the Promoters. This will help you understand what you are doing well and what is working for others and increasing their satisfaction with your brand.
  • What do you like the most about the brand/company/product/service?
This question is extremely useful because when you know what is working efficiently with your company, you can put in effort to do more of it. This question is also a great opportunity for you to generate testimonials for your Promoters. Since you will get replies that are elaborate and define your product and its respective strengths, this feedback will do wonders as a testimonial on your website. This will help new potential customers learn what to expect from your brand and will serve as a proof of its excellence. 
  • How has using (your product’s name) helped you? 
This helps you gauge the relevance of your product. It helps you understand the various areas where customers are using this product, how effectively it is helping them, and how likely their quality of life has improved while using it.
  • What did we do well to increase the value of our interaction? 
This question will help you attain more specific feedback from your customers. It will help them add more points that you may want to study and consider while improving your brand. 
  • What features about the product do you value and will use the most?
If you are offering a product that has multiple features, this could be a useful question to ask. This can help you understand which features are outdated, which ones are working well and which ones should be updated and prioritized. 
  • What is it that we could do to make you happier?
This question reflects that you care about the customers who are using your product. Even if a customer gives you a positive rating, you are providing them with an opportunity to express what they would like additionally from the services received. This provides you with an opportunity to close the feedback loop on a delightful note.  Customer success managers can use the wealth of information from the above NPS® survey question examples. The answer to these questions should be evaluated carefully to gain more insight and establish a fully functioning relationship with customers.

Drafting Thank You Messages for Promoters, Passives, and Detractors

A good way to end the NPS® Survey is by a short Thank you message to your customers. You should make it a priority to express your gratitude to your customers because they have taken time out to provide you feedback. This feedback will prove to be fruitful and beneficial for your brand and this means that they deserve your appreciation.  Another added advantage of doing so is that it creates a very positive image of your brand which will in turn increase your reputation as well as respect in the hearts of the customers.  Remember that customers are here to help you with insights, all you have to do is ask them and be grateful for the time they offer you. Below are three Thank You messages for the three categories of customers (Promoters, Detractors, and Passives).  You can use this at the end of your NPS® survey. 

Promoters – Thank you message

“Thank you for your feedback. It feels great to see that you’re a fan of (mention your company/brand’s name). Your feedback will help us discover new ways to improve our services and give you the best possible experience every time you choose us.” 

Passives – Thank you message

“Thank you for your feedback. The goal of our brand/company is to create the best product that helps you with your day-to-day life. Your feedback will play a major role in helping us recognise opportunities to improve our services.”

Detractors – Thank you message

“Thank you for your feedback. We value both positive and critical feedback from our customers. Our team will reach out to you to learn more about how we can improve our services to serve you better in the future. We will love to hear from you about how we can meet your expectations.”

What are the benefits of NPS® survey questions?

These are some of the major benefits of asking NPS® survey questions:

Easy to utilize and answer

NPS® question is not difficult to use for economic specialists. You want to relocate the question type in web-based study programming to make an NPS® survey. Respondents need to tap on one of the response choices to present their reactions. It doesn’t require some investment to share their feedback.

Develop business

Responses to the NPS® question give bits of knowledge on how you can further develop customer experience and increment consumer loyalty. Blissful customers are almost certain to be your image representatives and advance your business without spending any paid assets.

Hold existing customers

It is affordable to hold existing customers than gain another customer. NPS® survey question assists you with distinguishing miserable customers. Chipping away at their feedback will guarantee they keep purchasing your items or services.

Contrast and industry benchmarks

Know how you stand in the objective market and contrast your NPS® score and the business chiefs. A similar examination will assist you with knowing the holes and by what measure you want to get to the next level.

In Conclusion

Also, that’s it! You currently realize a few extraordinary NPS® Survey question models and layouts. Peruse this aide on composing a synopsis of survey results to get a few hints on the most proficient method to introduce your discoveries.

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