7 NPS® Survey Best Practices to Follow in 2024

SHARE THE ARTICLE ON

7 NPS Survey Best Practices to Follow in 2023 Closed-Feedback Loop
Table of Contents

Imagine this: You have just started running a home-grown organic lifestyle brand. You make your first ten sales to a few customers you gathered through your brand’s Instagram handle, where you’ve advocated for the benefits of using organic and sustainable products. 

Now, you want to know if they liked the products, did they experience a significant change after using your products, if there is anything they wanted you to change about your product, and if they will recommend your product or not.

The above questions naturally pop up when catering to a specific customer base with your products or services. And the only way to get answers to such questions is to get honest customer feedback. This is where an NPS® survey can come into play. By asking customers two simple questions, you can analyze how satisfied or unsatisfied they are with your products or service. 

Even though, as simple as it may sound, NPS® surveys, if not created with utmost attention, can be ineffective and lead to low response rates and inaccurate data. This is why, in this article, we’ve covered NPS® survey best practices to help you achieve better results, gain better engagement, and improve your survey engagement rates.

But, before we get to the Net Promoter Score® best practices, let’s touch upon a few basic concepts related to NPS® .

What is NPS® ?

NPS® stands for Net Promoter Score®. It is a metric used to measure customer satisfaction and loyalty toward a business or organization. The score is derived from a simple question asked to customers: 

“How likely is it that you would recommend our product/service/company to a friend or colleague?”

Customers respond on a scale of 0 to 10, with 0 being “not at all likely” and 10 being “extremely likely.” Based on their response, customers are then categorized into three groups: detractors (0-6), passives (7-8), and promoters (9-10).

The Net Promoter Score® is calculated by subtracting the percentage of detractors from the percentage of promoters. The resulting score can range from -100 (if all customers are detractors) to 100 (if all customers are promoters).

The NPS® has become a popular way for companies to measure customer satisfaction and track changes over time, as well as benchmark their performance against competitors.

Related: Good Net Promoter Score®: All you need to know!

What is a good sample size for NPS® ?

The appropriate sample size for Net Promoter Score® (NPS® ) surveys depends on several factors, such as the size of the population being surveyed, the level of precision desired, and the level of confidence required.

A common rule of thumb is to survey at least 300 customers to get a statistically significant sample. However, this may not always be sufficient, especially for smaller populations. In general, larger sample sizes tend to provide more accurate results and increase the confidence level of the findings.

There are several online NPS® calculators available that can help you determine the appropriate sample size for your NPS® survey based on your desired level of precision and confidence. These calculators take into account factors such as the population size, margin of error, and confidence level.

Keep in mind that NPS® is just one metric, and other factors such as response rates, survey design, and data analysis also play a crucial role in the accuracy and validity of your results. It’s essential to design your survey carefully and analyze the results thoroughly to ensure that you’re getting reliable insights into your customers’ experiences and loyalty.

What are the benefits of NPS?

The benefits of NPS are:

  • Simple and Easy to Understand

The NPS is a straightforward metric that can be easily understood by both employees and customers. It’s easy to measure and track, making it a popular tool for businesses.

  • Identifies Areas for Improvement

The NPS survey not only measures customer satisfaction but also provides insights into what customers like and dislike about a business. It can help companies identify areas for improvement and prioritize initiatives that will have the greatest impact on customer loyalty.

  • Helps to Improve Customer Experience

The NPS survey can provide valuable feedback that businesses can use to improve their customer experience. By listening to their customers’ feedback, businesses can make changes that will help them to retain existing customers and attract new ones.

  • Enables Benchmarking

NPS allows businesses to benchmark their performance against competitors in their industry. This can help businesses to identify areas where they need to improve and set targets for improvement.

  • Predictive of Growth

The NPS is considered to be a leading indicator of business growth. Businesses with higher NPS scores tend to experience higher customer retention rates, increased referrals, and higher revenue growth.

Overall, the NPS is a valuable tool for businesses to measure customer satisfaction, identify areas for improvement, and drive business growth.

Related: How to Monetize NPS® to Drive Business Growth

How to calculate NPS® ?

To calculate the Net Promoter Score (NPS), you need to follow these steps:

Step 1

Send out an NPS survey to your customers, asking them to rate the likelihood of recommending your product or service to a friend or colleague on a scale of 0 to 10.

Step 2

Categorize the responses into three groups: Detractors (0-6), Passives (7-8), and Promoters (9-10).

Step 3

Calculate the percentage of detractors by dividing the number of responses with a score of 0-6 by the total number of responses and multiplying by 100.

Step 4

Calculate the percentage of promoters by dividing the number of responses with a score of 9-10 by the total number of responses and multiplying by 100.

Step 5

Subtract the percentage of detractors from the percentage of promoters to get the NPS score.

 

The formula for calculating NPS is:


NPS = % of Promoters – % of Detractors


For example if you received 100 responses to your NPS survey, and 30 were detractors (0-6), 20 were passives (7-8), and 50 were promoters (9-10), the calculation would be:


% of Promoters = (50/100) x 100 = 50%

% of Detractors = (30/100) x 100 = 30%

NPS = 50% – 30% = 20

Therefore, the NPS score for this survey would be 20. The NPS score can range from -100 (if all customers are detractors) to 100 (if all customers are promoters). A positive NPS score indicates that more customers are likely to recommend your product or service. In contrast, a negative score indicates that more customers are likely to discourage others from using it.

Related: NPS® vs. CSAT Score

What is an NPS survey?

An NPS survey is a type of customer satisfaction survey that measures customer loyalty and their likelihood of recommending a company’s product or service to others. The survey is based on a simple question: “On a scale of 0 to 10, how likely are you to recommend our product/service/company to a friend or colleague?”

The NPS survey typically includes a follow-up question asking customers to explain their rating and provide additional feedback. The survey can be conducted through various channels, such as email, online, or phone.

The survey results are then used to calculate the Net Promoter Score (NPS), which is a single metric that reflects overall customer loyalty and satisfaction. The NPS is calculated by subtracting the percentage of detractors (customers who rate the company with a score of 0 to 6) from the percentage of promoters (customers who rate the company with a score of 9 to 10).

NPS surveys are popular among businesses because they provide a simple, easy-to-understand metric that can be used to track customer satisfaction and loyalty over time, identify areas for improvement and benchmark against competitors. They can also provide valuable feedback and insights into customer preferences and behaviors.

Related: The NPS® Guide to turn Detractors into Promoters

Why should you conduct an NPS survey?

There are several reasons why a business should conduct an NPS survey, including

  • Measure Customer Satisfaction and Loyalty

NPS surveys are designed to measure customer satisfaction and loyalty, which are critical factors for business success. By conducting an NPS survey, a business can gain insights into how satisfied its customers are and how likely they are to recommend the company to others.

  • Identify Areas for Improvement

The feedback collected through an NPS survey can help a business identify areas for improvement. By analyzing the responses, a business can identify the most common issues that customers face and take steps to address them.

  • Prioritize Initiatives

The feedback from an NPS survey can help a business prioritize initiatives based on their impact on customer satisfaction and loyalty. This can help the business focus its resources on the initiatives that will have the greatest impact.

  • Increase Customer Retention and Acquisition

NPS surveys can help businesses increase customer retention by identifying issues that cause customers to leave. By addressing these issues, a business can improve customer retention rates. Additionally, the survey can help businesses identify customers who are likely to recommend the company to others, which can lead to increased customer acquisition.

  • Benchmark Performance

NPS surveys allow businesses to benchmark their performance against competitors in their industry. This can help businesses understand how they compare to their competitors and identify areas where they need to improve.

Overall, conducting an NPS survey can provide valuable insights into customer satisfaction and loyalty, help a business identify areas for improvement, prioritize initiatives, increase customer retention and acquisition, and benchmark performance against competitors.

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

7 NPS® survey best practices

Here are some NPS® survey best practices to keep in mind when conducting an NPS® survey:

  • Keep the Survey Simple

The NPS® survey should be short and easy to understand. Focus on the most important NPS® questions that will provide the most valuable insights into customer satisfaction and loyalty.

  • Use Clear and Consistent Language 

Use clear and consistent language that is easy to understand for all respondents. Avoid using technical jargon or complex terminology.

  • Personalize the Survey

Personalize the survey by including the customer’s name and other relevant information. This can help increase the response rate and make the customer feel valued.

  • Timing is Important

Timing is crucial when conducting an NPS® survey. Send the survey at the right time when the customer has had enough experience with the product or service to provide meaningful feedback.

  • Use Multiple Channels

Use multiple channels to send the survey, such as email, online, or phone. This can increase the response rate and make it easier for customers to provide feedback. 

  • Follow Up with Respondents

Follow up with respondents after they complete the survey to thank them for their feedback and address any issues or concerns they may have raised.

  • Analyze and Act on the Feedback

Analyze the feedback and act on it. Use the feedback to identify areas for improvement and take action to address any issues raised by customers.

By following these best practices, a business can ensure that its NPS® survey is effective in measuring customer satisfaction and loyalty and in providing valuable insights that can help improve the customer experience.

How do you create an effective NPS® survey?

Even after you’ve learned NPS® survey best practices, you might want to learn how to implement NPS® (how to create a Net Promoter Score® survey). Creating an effective Net Promoter Score® (NPS® ) survey is a detailed process and involves several important steps.

Here are the steps to create an NPS® survey:

Step 1. Clearly define your goals

Determine the purpose of your NPS® survey and what you hope to achieve. Identify the specific business questions you want to answer and the insights you need to make better decisions.

Step 2. Choose the right questions

The core question of the NPS® survey is “How likely are you to recommend our company/product/service to a friend or colleague?” with a rating scale of 0-10. However, you may also want to include follow-up questions to gather more detailed feedback and insights

What are some of the best NPS® survey questions?

Net Promoter Score® (NPS® ) survey typically consists of a single question followed by an open-ended question. The main question is: “On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?” 

Based on the customer’s answer, they are categorized as Promoters (score 9-10), Passives (score 7-8), or Detractors (score 0-6). The open-ended question then asks the customer to explain why they gave the score they did, providing valuable qualitative feedback for the business to act upon.

For your assistance, here are some variations and additional questions you can use in your NPS® survey:

  1. Would you like to provide any additional feedback on your experience with our product/service?
  2. What did you like best about our product/service?
  3. What could we improve to make our product/service better for you?
  4. How likely are you to continue using our product/service in the future?
  5. How likely are you to choose our product/service over a competitor’s product/service?
  6. How would you describe our product/service to a friend or colleague?
  7. Did our product/service meet your expectations?
  8. Is there anything else you would like to share with us about your experience?

Overall, the NPS® survey should be short, simple, and easy to understand. The main question should be focused on the likelihood of recommendation, while the open-ended question should provide an opportunity for the customer to provide additional feedback and context.

Step 3. Keep the survey short

To increase response rates and reduce survey fatigue, keep your NPS® survey short and concise. Limit your questions to those that are most important and relevant to your business goals.

Step 4. Consider survey timing

Timing is important in NPS® surveys. Send the survey at an appropriate time after the customer has interacted with your company, such as immediately after a purchase or a support call.

Step 5. Personalize the survey

Use the customer’s name and personalize the survey to their specific interaction with your company to increase engagement and response rates.

Step 6. Use clear and simple language

Use clear and simple language in your NPS® survey to ensure that customers understand the questions and can respond accurately.

Step 7. Analyze and act on the results

Analyze the NPS® survey results carefully and identify areas for improvement. Use the insights to take action and make changes that improve customer satisfaction and loyalty.

By following these steps, you can create an effective NPS® survey that provides valuable insights into your customers’ experiences and loyalty and helps you make better decisions for your business.

Related: How to conduct NPS® Survey?

When to send the NPS survey? (best time to send NPS survey)

Even after you’ve created the most effective NPS® survey, the question “how often should you send an NPS® survey” or “when is the best time to send NPS® survey?” lingers on. But we have an answer. The best time to send an NPS® (Net Promoter Score) survey will depend on your specific business and customer interactions. 

Deciding on the NPS® survey frequency can be tricky. However, here are some general guidelines that can help you determine when to send your NPS® survey:

  • After a significant interaction

Send the NPS® survey after a significant customer interaction such as a purchase, customer support interaction, or product use. This will ensure that the customer has had a chance to experience your product or service and can provide meaningful feedback.

  • Timeframe

Send the survey within a reasonable timeframe after the interaction has occurred. For example, if you’re sending an NPS® survey after a purchase, wait a few days after the customer has received the product to send the survey.

  • Regular intervals

Depending on your business, you may want to consider sending NPS® surveys at regular intervals, such as once a quarter or once a year. This will allow you to track changes in customer sentiment over time.

  • Customer journey

Consider where the customer is in their journey with your business. For example, if the customer has just signed up for a subscription, you may want to wait a few months before sending an NPS® survey to give them time to experience your product or service.

Overall, the best time to send an NPS® survey is when the customer has had a chance to experience your product or service and provide meaningful feedback. Timing and frequency will depend on your specific business and customer interactions, but these general guidelines can help you determine when to send your NPS® survey.

How to choose the right NPS® survey software?

Choosing the right NPS® software can be crucial to getting the most value out of your customer feedback. Here are some factors to consider when selecting an NPS® survey software:

  • Features

Look for an NPS® platform that provides the features you need for your NPS® program, such as the ability to customize your survey, automate your survey distribution, and track your NPS® scores over time.

  • Integration

Check if the NPS® tool integrates with your existing systems, such as your CRM, customer support software, or marketing automation platform. This can help you streamline your feedback management and take action on customer feedback more efficiently.

  • Analytics and reporting

Look for an NPS® system that provides detailed analytics and reporting capabilities, allowing you to gain insights from your NPS® scores and feedback. The software should enable you to segment feedback by customer demographics, survey response data, and other criteria.

  • User interface and ease of use

Choose software that is user-friendly and easy to set up and use. You should be able to create and distribute surveys quickly and efficiently without the need for extensive technical expertise.

  • Scalability

Consider how the NPS® feedback system will support your future growth and changing needs. It should be able to handle your current volume of feedback and scale as your customer base expands.

  • Customer support

Choose a vendor with excellent customer support, including access to online resources, help documentation, and responsive technical support if you encounter any issues with the software.

Overall, the right NPS® management software for your business will depend on your specific needs and requirements. By considering the factors above, you can find an NPS® program that aligns with your goals and helps you leverage customer feedback to drive growth and success.

Related: 20 Best NPS® Software & Tools in 2024

That’s a Wrap!

So, that was a wrap-up on the best practices for the NPS® survey. NPS® is one of the best ways to determine your customer’s satisfaction with your products or services and, ultimately, predict churn and retention. 

With this blog, we wanted to walk you through the effectiveness of a good NPS® survey and what you can do to make the most out of it. And now that you know everything you need to create an effective NPS® survey, it’s time to follow the NPS® best practices given above and start analyzing customer satisfaction.

Creating an NPS survey is easy with a template

Join the network of 500+ happy survey creators.

Explore all the survey question types
possible on Voxco

Read more

7 NPS Survey Best Practices to Follow in 2023 Closed-Feedback Loop

Customer Experience Map

Customer Experience Map SHARE THE ARTICLE ON Share on facebook Share on twitter Share on linkedin Table of Contents What is a Customer Experience Map?

Read More »