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.
Widget Design
An attractive design helps retain customers on the survey page and get more results. But you don't have to be a designer for that. Instead, the design elements are very simple. You have to choose a widget in which the questions are placed, and the theme for the survey, which, in our opinion, you should choose that matches your brand's theme. A good NPS survey tool like QDegrees offers a plethora of options for design widgets.
Survey logic
Survey logic is the implementation of conditional branching and skip logic to make the survey intelligent. It helps you put the relevant questions in front of the respondents, allowing for more specific questions to be added to the survey. For instance, if someone gives a positive response to the main question, he'll be shown the follow-up question designed for promoters to skip others.
Delivery Method
The last element of the survey is the delivery method. There are multiple methods to deliver a survey, as we discussed in the above section. Now, it depends on your purpose and what method is suitable. If you want to assess the satisfaction of your customers with respect to your website, a web app survey makes sense.
Creating and Conducting an NPS Survey
Define Your Goal
Decide what you want to learn about your customers. Are you assessing overall satisfaction or a specific aspect, like a recent product launch?
Choose Your Question
The main question is, "On a scale of 0-10, how likely are you to recommend us?" which almost remains the same with minor changes. Add an optional follow-up question, like "What's the reason for your score?" to get deeper insights.
Select a Survey Tool
While NPS can be done manually, using a comprehensive tool like QDegrees allows you to design and implement the surveys better and get insights.
Distribute the Survey
Share it via email, social media, or your website. Keep the survey short and easy to complete. And if you choose an NPS, this may also become easy to do by integrating channels.
Analyze Responses
Categorize respondents as Promoters (9-10), Passives (7-8), or Detractors (0-6). Calculate your
NPS score using the formula: NPS = % of Promoters - % of Detractors.
Act on Feedback
Use the insights to address customer concerns, improve services, and boost loyalty.
Leveraging NPS Ratings in Other Ways
Just before we end this blog, there's one more thing to mention: NPS is not only about learning your pros and cons. Apart from aligning your offerings to the customers, there's more you can do with it, like making informed decisions for retention strategies, word-of-mouth strategies, etc.
Let's go with an example. You did a survey, and the results came in. You found some detractors, and after analyzing, you also found a pattern between their complaints. Now, you think of a strategy to fix the problem, but what about those who participated in the survey? They are on the verge of leaving you, so they might never know what you did for their concerns. So, you must take an extra step to inform them about the changes you made. This step can help you control the expected churn.
Key Takeaways
- Net Promoter Score surveys are straightforward but powerful for measuring customer loyalty.
- A good NPS survey includes a core question, follow-up questions, an attractive widget design, smart survey logic, and the right delivery method.
- Define your goals, select survey tools, distribute surveys effectively, and analyze responses to categorize customers as Promoters, Passives, or Detractors.
- Use NPS insights not just to improve services but also to address churn and enhance retention strategies.
