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We’ve been avid users of the Voxco platform now for over 20 years. It gives us the flexibility to routinely enhance our survey toolkit and provides our clients with a more robust dataset and story to tell their clients.
Steve Male
VP Innovation & Strategic Partnerships, The Logit Group
Explore Regional Offices
Explore Voxco
Need to map Voxco’s features & offerings? We can help!
We’ve been avid users of the Voxco platform now for over 20 years. It gives us the flexibility to routinely enhance our survey toolkit and provides our clients with a more robust dataset and story to tell their clients.
Steve Male
VP Innovation & Strategic Partnerships, The Logit Group
Explore Regional Offices
Maximize NPS Insights
Unlock insights to drive growth, improve customer engagement and gather detailed customer feedback
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Net Promoter Score®, also popularly known as NPS® is a measure of consumer experience, their satisfaction and helps in predicting the growth of the business. This metric has revolutionized market research and now provides the core measurement of consumer experience in management programs worldwide.
The above image depicts a typical rating system of NPS®. The question is generally a close ended question asking consumers how likely they are to recommend the brand/service/product to a friend or colleague. The rating ranges from 0 (Not at all likely) to 10 (Extremely likely). There are three groups of respondents:
Customers who rate the services at 9 or 10 are called as promoters. They are loyal to the brand and are satisfied with it. They are enthusiasts who will buy from the brand, refer it to others, and fuel growth.
Customers who give ratings of 7-8 are called passives because even though they are satisfied with the brand, they are not enthusiastic. They also seem to be vulnerable to the offerings of other competitors.
Customers who score from 0-6 are unhappy with the services and the ones who can damage the reputation of your brand through critical word-of-mouth suggestions.
Net Promoter Score is obtained by subtracting the percentage of Detractors with the percentage of promoters. This score can be low (-100; where every consumer is a Detractor) or high (100; where every consumer is a Promoter). Organizations aim to keep their NPS high as it reflects the efficiency and customer satisfaction with their brand. Researchers use customer experience tool with an NPS survey software to calculate NPS scores. See how to calculate your NPS scores using NPS calculator.
See Voxco survey software in action with a Free demo.
When we talk about NPS surveys, we need to understand that it can yield much more than just the numerical rating of the customers. Researchers can keep track of the NPS of their organization and see the fluctuations within the same. This is the quantitative customer feedback. However, a detailed analysis of the NPS can help uncover the “why” behind this score. This means analyzing the qualitative feedback of customers to understand the logic and reasoning behind their ratings.
The right NPS Survey Template questions will help you catch the pulse of how satisfied your customers are with your brand and will help you attain an accurate insight of how your brand/product/service is being perceived by customers. So, dive deep into the process of deciding to use an appropriate Net Promoter Score® survey template, and the insights will follow.
When you’re creating a NPS Survey remember that the wording, tone, and the way you phrase your questions will highly impact the respondents’ answer. Thus, you should aim at creating a survey that is as objectively worded as possible. We have highlighted some of the best NPS survey templates that you can use to gain insights from your customers.
One common complaint from researchers is that the response rates of their surveys are mostly low. In order to prevent this, it is best to change the format of your survey. You can start with the main rating followed by a few open ended questions, and end it with a Thank you message. This will dramatically help you increase your response rate.
As described above the NPS survey is a two-part questionnaire.
Generally, both the close-ended rating as well as the open-ended question have a format that is standardized and followed for most NPS service use. However, these surveys can be easily personalized according to the needs of your NPS campaign.
Imprving survey response rates can be difficult, and therefore, we have a webinar which will give you 4 step process to improve your survey response rates.
This section deals with the questions you can ask customers to rate your brand/product/service. 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. This question helps in acquiring 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.
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.
Just as mentioned in the example above, 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. It also helps you gain insight into what features of the product are no longer used and have to either be removed or upgraded. You will also understand the sentiments of your customers’ opinions and build features relevant to them. All successful organizations that develop products ask their customers to rate their products and this is deemed as a favorable practice as well.
Keeping your employees happy is another recommended practice in organizations. A satisfied staff will translate that satisfaction into work productivity, will be committed to success, and identify with the goals of the organization. This has led to the development of eNPS survey (employee Net Promoter Score Survey) which is crucial for all organizations to address the issues that the employees may be facing.
An eNPS rating will help you identify Detractors before they leave and disrupt the status quo of your organization. It will also help you in identifying Passive employees who feel neutral about the job and will be willing to quit if they find a better opportunity in another competitive company. It will also help you identify Promoters. These employees will engage in what is called as Organizational Citizenship Behaviour (OCB) and help the organization in various ways. They will recommend your organization as a good place to work in, they will also help their co-workers, be more patient and likely to follow orders from their supervisors and behave as brand ambassadors for your company.
Here are a few close ended questions that you can ask your employees in an eNPS survey to track their satisfaction and loyalty:
The main question for NPS surveys is usually about the likelihood that customers will recommend your brand to a friend or colleague. However, this does not answer the reasons why customers give this rating. 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.
If the customer has given ratings lower than 9, you can follow it up by asking them the following questions:
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.
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.
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.
“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.”
“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.”
“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.”
In order to make your customers feel involved in the process of shaping and improving your product or survive, it is important to listen to them and seek feedback. This listening and seeking feedback should be consistent. One way to do so is to personalise your survey template according to the target audience you are planning to seek feedback from. For NPS surveys, sadly, one size does not fit all – you will have to customise your NPS questions with particular goals in mind. At Voxco, we help you build efficient and personalised NPS surveys!
One way to gain a good response rate is to have subject lines that stand out in the inbox of your customers from their daily crowding emails. Help your customers become more engaging by having irresistible subject headings and personalised NPS surveys in order to generate data that you can work with. Personalising NPS surveys also means that you get an opportunity for segmenting your audience into different categories and running different NPS campaigns for each category. You can segment your customers according to their geographic information, age, sexuality, or gender. Once you receive general feedback, you can target your audience with better-performing open-ended questions to further strengthen the information gained from NPS Surveys.
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Voxco’s platform helps you gather omnichannel feedback, measure sentiment, uncover insights and act on them.
Voxco’s platform helps you gather omnichannel feedback, measure sentiment, uncover insights and act on them.