- NPS Survey
- A customer loyalty survey that asks customers how likely they are to recommend a company, product, or service to others, typically using a 0-10 scale.
An NPS Survey is a customer loyalty measurement tool that asks customers a single question: "On a scale of 0-10, how likely are you to recommend [company/product/service] to a friend or colleague?" This simple survey is one of the most widely used customer experience metrics.
**Definition**: An NPS Survey is a standardized customer feedback survey designed to measure customer loyalty and advocacy by asking customers to rate their likelihood to recommend on a 0-10 scale, followed by an optional open-ended question asking "Why?"
The NPS Question: The core question is: "On a scale of 0-10, how likely are you to recommend [company/product/service] to a friend or colleague?"
Response Categories: - 0-6: Detractors (unlikely to recommend, may discourage others) - 7-8: Passives (satisfied but not enthusiastic) - 9-10: Promoters (highly likely to recommend, enthusiastic advocates)
The Follow-Up Question: "Why?" - This open-ended question provides: - Context for the score - Specific feedback for improvement - Reasons for satisfaction or dissatisfaction - Actionable insights
NPS Calculation: NPS = % Promoters - % Detractors
The score ranges from -100 (all detractors) to +100 (all promoters).
Best Practices for NPS Surveys
Timing: - Send surveys immediately after key interactions - Avoid survey fatigue by not over-surveying - Choose optimal times based on customer behavior
Channel Selection: - Use channels customers prefer (email, SMS, in-app) - Ensure surveys are mobile-friendly - Make surveys easy to complete
Question Clarity: - Keep the question simple and clear - Use consistent wording across surveys - Ensure the question is relevant to the customer
Follow-Up: - Always ask "Why?" to get context - Follow up with detractors promptly - Thank customers for their feedback
Response Rate Optimization: - Keep surveys short and simple - Offer incentives when appropriate - Send reminders for non-responders - Make it easy to complete
Benefits of NPS Surveys
Simplicity: The single-question format makes it easy for customers to complete and for organizations to analyze.
Predictive: NPS correlates strongly with business growth and customer retention.
Benchmarking: Enables comparison with industry standards and competitors.
Actionable: The follow-up question provides specific feedback for improvement.
Widely Accepted: NPS is a recognized metric that stakeholders understand.
By implementing effective NPS Surveys, organizations can measure customer loyalty, identify improvement opportunities, and drive growth through exceptional customer experiences.