Net Promotor Score (NPS) survey template
The Net Promoter Score or NPS is a management tool used by companies to measure their customer loyalty by asking a single question: “How likely are you to recommend company X to a friend or colleague?”
This template will help you:
- Calculate your NPS score
- Determine customer loyalty
- Increase customer retention
- Gauge your company’s performance against an industry benchmark
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Why use Pointerpro as a NPS survey tool?
Why use Pointerpro as a NPS survey tool?
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What is NPS?
NPS stands for Net Promoter Score. It is a metric used to measure customer loyalty and gauge customer satisfaction with a company, product, or service. The NPS methodology was developed by Fred Reichheld, Bain & Company, and Satmetrix in 2003.
The Net Promoter Score is derived from a simple survey question: “On a scale of 0-10, how likely are you to recommend [company/product/service] to a friend or colleague?” Based on their responses, customers are categorized into three groups:
- Promoters (score 9-10): These are highly satisfied and loyal customers who are likely to recommend the company/product/service to others. They contribute positively to business growth and are considered brand advocates.
- Passives (score 7-8): These customers are somewhat satisfied but not as enthusiastic as promoters. They may be prone to switching to a competitor or not actively recommending the company/product/service.
- Detractors (score 0-6): These are dissatisfied customers who may have had a negative experience. They are more likely to spread negative word-of-mouth and can harm the company's reputation.
To calculate the Net Promoter Score, the percentage of detractors is subtracted from the percentage of promoters. The score can range from -100 (if all respondents are detractors) to +100 (if all respondents are promoters).
NPS provides a high-level measure of customer loyalty and can serve as a benchmark to track changes in customer sentiment over time. Organizations often use NPS to identify areas for improvement, drive customer-centric strategies, and measure the effectiveness of customer experience initiatives.
What is the NPS survey format?
The NPS survey typically follows a standardized format and consists of a single question followed by an optional open-ended question for further feedback. The format is as follows:
NPS Question: “On a scale of 0-10, how likely are you to recommend [company/product/service] to a friend or colleague?”
Follow-up Question (optional): “Please provide a reason for your rating or any additional comments.”
The survey question is typically presented in an online survey form, email, or even during a phone call or in-person interaction with customers. Respondents are asked to select a number on a scale from 0 to 10 that reflects their likelihood of recommending the company/product/service to others.
Based on the responses, customers are categorized into promoters, passives, and detractors. The NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters.
In addition to the NPS question, some organizations may include a follow-up open-ended question to gather more qualitative feedback. This question allows customers to provide specific reasons for their rating or share additional comments or suggestions.
The NPS survey format is designed to be concise and easy for customers to respond to while providing valuable insights into customer loyalty and satisfaction levels.
Tips on making a good NPS Survey
The main strength of this management tool is that it is so short and simple. Meaning there is probably not so much for you left to change in the template asides from the design. But here are some tips you’ll still want to know:
- Keep it Simple: The NPS survey should be concise and straightforward. Stick to the standard NPS question format without adding unnecessary complexity or additional questions. This simplicity increases response rates and ensures clarity for respondents.
- Use Clear and Unambiguous Language: Ensure that the NPS question is easy to understand and leaves no room for ambiguity. Use plain and straightforward language that all respondents can interpret consistently.
- Provide Context: Consider providing a brief explanation or context for the NPS question. This helps respondents understand what they are being asked to rate and ensures that they can provide an accurate and informed response.
- Use an Appropriate Rating Scale: Use a 0-10 scale for the NPS question, as this aligns with the standard NPS methodology. The scale should be clearly labeled and evenly spaced to facilitate accurate ratings.
- Test and Pilot the Survey: Before deploying the NPS survey widely, conduct pilot tests with a small group of respondents to identify any potential issues, confusion, or areas for improvement. Make necessary adjustments based on the feedback received.
- Offer Multiple Survey Channels: Make the survey accessible through various channels to accommodate different preferences. Offer options such as online surveys, email invitations, in-app surveys, or SMS surveys to maximize response rates.
- Ensure Mobile Compatibility: Given the prevalence of mobile devices, ensure that the NPS survey is mobile-friendly and can be easily completed on smartphones or tablets. A responsive design or dedicated mobile survey app can enhance the user experience.
- Personalize the Survey (when possible): Address respondents by their name or personalize the survey invitation, if feasible. Personalization can create a sense of importance and increase the likelihood of participation.
- Follow Up on Feedback: Act on the feedback received through the NPS survey. Share the results with relevant stakeholders, take action to address concerns, and communicate any improvements or changes implemented as a result of customer feedback.
- Include an Open-ended Question (optional): Consider including an optional open-ended question after the NPS question. This allows respondents to provide additional comments or elaborate on their rating, offering valuable qualitative insights.
By following these tips, you can create a well-designed NPS survey that generates meaningful insights and helps drive improvements in customer satisfaction and loyalty.
NPS open-ended follow-up questions
Standard question:
- What is the primary reason for your score?
Alternative questions
- What was missing or dissapointing in your experience with us?
- How can we improve your experience?
- Which features do you value the most?
- What do you like most/least about our company/product name?
- How do you benefit from using our product/service?
- How does our product meet your needs?
- What problem are you trying to solve with our product?
- Why did you opt for our product over over competition?
- What is the one thing we could do to make you happier?
What is the NPS survey format?
The NPS survey typically follows a standardized format and consists of a single question followed by an optional open-ended question for further feedback. The format is as follows:
NPS Question: “On a scale of 0-10, how likely are you to recommend [company/product/service] to a friend or colleague?”
Follow-up Question (optional): “Please provide a reason for your rating or any additional comments.”
The survey question is typically presented in an online survey form, email, or even during a phone call or in-person interaction with customers. Respondents are asked to select a number on a scale from 0 to 10 that reflects their likelihood of recommending the company/product/service to others.
Based on the responses, customers are categorized into promoters, passives, and detractors. The NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters.
In addition to the NPS question, some organizations may include a follow-up open-ended question to gather more qualitative feedback. This question allows customers to provide specific reasons for their rating or share additional comments or suggestions.
The NPS survey format is designed to be concise and easy for customers to respond to while providing valuable insights into customer loyalty and satisfaction levels.
Create your first NPS survey today.
