NPS Feedback: Key to Unlocking Customer Insights & Driving Business Growth


NPS Feedback: Key to Unlocking Customer Insights & Driving Business Growth Question validation
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Net Promoter Score (NPS) is a widely used metric tool for customer satisfaction and loyalty measurement that helps businesses understand how likely their customers are to recommend their products or services to others. 

However, mostly used to gather scores, it does not provide a complete picture of customer experience. To truly understand your customers and improve your business, you need to gather qualitative feedback along with the NPS scores. 

This brings us to qualitative NPS feedback. How you design your customer surveys will inform what type of feedback you gather and the actions you take. 

NPS customer feedback provides an additional layer of insights that allows you to learn about customers’ perspectives and opinions in more than just numbers. 

In this article, we will review the benefits of leveraging NPS surveys the right way so you can unlock valuable customer insights and drive business growth.

What is NPS feedback?

Net Promoter Score is a CX metric that measures customer loyalty on a scale of 0 to 10. It asks a single rating question to establish customers’ perceptions of your company. 

Based on the scores, the respondents fall into three segments – Promoters (9 or 10), Passives (7 or 8), and Detractors (0-6). 

The score allows you to identify customers who are loyal to you and also those who are at risk of churning. However, the scores don’t help you understand the reason behind the loyalty or dissatisfaction. 

So how can you decode the scores and extract valuable insights? That brings us to qualitative NPS feedback. 

Ask an open-ended follow-up question in your NPS survey to gather the reason behind the score. This follow-up question will help you engage your customers in an open conversation and give the “why” for every score you receive. 

Without learning about the reason behind the score, there’s no way of knowing what your customers are satisfied or dissatisfied with about their experience. As a result, you won’t know what meaningful actions to take.

Additional read: How to conduct NPS survey? Step-by-step guide.

Improving NPS can have a huge impact on the top and bottom line.

Stay ahead of the curve with our expert-led webinar on how to leverage data science to maximize NPS insights.

Why should you gather qualitative NPS feedback?

NPS Feedback: Key to Unlocking Customer Insights & Driving Business Growth Question validation

The qualitative NPS feedback acts as a navigator telling you where to focus and which direction to move forward. 

  • Is it because of customer service? Or the user interface of the app? 

Qualitative feedback tells you whether you need to improve, stop, or continue a specific initiative/action. It helps you see the experience and journey a customer takes from their perspective. 

The scores can help you track changes over time. But the textual feedback lets you know the “why” the score and “what” needs improvement. The comments are the goldmine of valuable insights that can help you innovate CX and drive your business.

How can you leverage qualitative NPS feedback?

You should not limit your reach to just numbers or scores. NPS feedback helps you make the best out of it. Understand your customers, uncover what they think of your organization and how you can deliver exceptional experiences each time they interact. 

We have listed three ways you can benefit from leveraging NPS customer feedback. 

  • Uncover the why behind the score

Understanding the reason behind the scores you receive can help you analyze and uncover the root cause of customer dissatisfaction. 

The scores don’t provide a complete picture of the customer experience. Qualitative feedback helps you extract insights into customer expectations and preferences. It tells you if you have successfully met their expectations and where you have failed. 

Instead of assuming what might be causing your customers to give a score of 6 and taking action on the assumption, you can get the answer directly from the source. 

  • Identify the root cause of negative experience

The qualitative NPS feedback also enables you to diagnose what’s causing the negative experiences. By uncovering the underlying reason that’s leading to dissatisfaction, you can start taking action to resolve the source of the problem. 

For example, gathering open-ended feedback can help you discover the ‘root cause’ of customer service failure even after resolving the customer’s concern. 

A simple rating question may show a score of 7. But when you urge the respondent for a reason, it can help you identify the area that needs improvement. It can help you understand whether it is a recurring or new issue. 

Following the above example, the open-ended response from a Passive says: “The agent’s behavior is sub-par, but the resolution offered was helpful.”

This tells you that even though the respondent received an efficient resolution for their concern, the customer service agent’s behavior caused unhappiness. This can lead to the customer becoming “satisfied but not loyal.” 

Root cause analysis can help you stay in touch with customers’ experience, take proactive initiatives, and deliver a quality experience. 

  • Detect trends and measure changes

NPS survey is a great way to monitor and track the changes in customers’ feedback. The score can help you analyze if the initiatives you implemented had any positive influence. At the same time, qualitative feedback can offer insights into whether you are moving in the right direction or not. 

Requesting NPS feedback timely and systematically can help you detect trends and changes in customer sentiment. It can help you listen to customers’ needs and uncover the recurring themes in feedback. 

With sentiment analysis and text analysis tools, you can identify which themes are mentioned the most and whether it’s associated with negative or positive sentiment. 

Additional read: The common thread tying companies with high NPS together.

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Best practices for gathering qualitative NPS feedback

NPS Feedback: Key to Unlocking Customer Insights & Driving Business Growth Question validation

Gathering scores is much easier if you know when you should send the survey. An effective NPS survey can receive a 40% response rate, however, most of these are quantitative and thus lack insights. 

We have shared four best practices to help you increase the response rates on NPS feedback and gather insightful quantitative feedback. Follow these four tips to listen to the voice of customers and gather actionable insights. 

1. Make your emails feel more personal

Sending a generic email with a “no-reply” address will likely lead to lower response rates. Even your loyal customers may offer a score but may not feel comfortable enough to leave textual feedback. 

This is due to the lack of personal connection between customers and the company.  

You need to start personalizing the email to show customers that an actual person is listening to their feedback and not just a machine. Customize your email survey with a custom address and signature that belongs to a person from the company. Leverage a survey software that allows white labeling of your surveys. 

Seeing a person’s name can add a touch of personal connection and motivate your respondents to share their opinion.  

2. Ask the right question 

An open-ended question that says “Any comments?” won’t get you any useful insights. 

Your follow-up question should be catered toward the different scores, i.e., promoters, passives, and detractors.

The best way to add a custom question is to use an NPS feedback tool that allows you to add a customer follow-up question based on the three segments. 

Customizing different follow-up questions will ensure that it’s not too generic and you ask the right question to the right segment. 

For example,

Promoters: Would you like to tell us what excites you about our company?

Passives: Would you like to share where we fall short in your expectations?

Detractors: What can we do to improve your experience with us?

Every score you get is an opportunity to engage with your customers and uncover a layer of the customer journey you may not be aware of. 

3. Create short surveys

Your NPS feedback survey should not be longer than 2-3 minutes. Your respondents are busy and don’t want to spend much time answering dozens of questions. 

Limit your NPS surveys to the rating question and a couple of follow-up questions to gather valuable insights and not take too much of the respondent’s time. 

4. Don’t over-survey the audience

You should send your NPS survey at the right time and at the right channel. It shouldn’t interfere with their journey, nor should you bombard them with 5 different surveys in a week. 

When you send too many surveys, your response rates and data quality takes a hit. It’s best to close the loop when you receive customer feedback and not spam them anymore.

Looking for reliable online survey software to conduct NPS® surveys?

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Gather feedback | Track sentiment | Take actions

How to leverage Voxco to simplify your NPS feedback collection?

Voxco’s latest feature update, the NPS feedback collection, allows you to add a follow-up question without the need for a skip-logic. You can simply add an open-ended question on the same screen as the NPS rating question. 

With the NPS customer feedback tool, you can either add a default question or customize your own based on the scores, i.e., promoters, passives, and detractors. Once the data is collected, you can analyze the data based on the three segments.


NPS is valuable for measuring customer satisfaction and loyalty, but the score is not enough on its own. To truly understand your customers, you need to complement NPS scores with qualitative feedback. This means asking an open-end question that encourages respondents to offer perspective on their score. 

Gather feedback is meaningful as long as you take action.

⤷ Transform insights into actions.

⤷ Build feedback into an experience.

Collecting, analyzing, and implementing qualitative NPS feedback allows you to gain valuable insights and perceptions on customer experience.

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