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Measuring customer satisfaction using Net Promoter Score (NPS) surveys

Do you really know how your customers feel about you? Good thing there’s a number for that. In this playbook, learn all you need to know to quantify customer happiness via NPS.

What you’ll learn: 

  • How to effectively use Net Promoter Score (NPS) surveys to measure customer satisfaction.
  • How to design, distribute, analyze, and act on the feedback received.

What you’ll need: 

  • An understanding of your customer base.
  • An NPS survey tool (e.g., Delighted, Promoter.io, etc.).
  • Channels for distributing the survey (e.g., email, in-app messaging, etc.).
  • A process for analyzing responses and implementing changes.

6 steps for measuring customer satisfaction using NPS surveys

Step 1: Get learned up on all things Net Promoter Score, or NPS.

  • NPS is a customer satisfaction benchmark that measures how likely your customers are to recommend your product or service to a friend.
  • Customers are asked to rate on an 11-point scale (0–10) the likelihood of recommending the company/product to others. The scores are then categorized into Detractors (0–6), Passives (7–8), and Promoters (9–10).
  • The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

Step 2: Design your NPS survey.

  • Choose a simple and direct question for your NPS survey, such as "On a scale from 0–10, how likely are you to recommend our product/service to a friend or colleague?"
  • Consider including a follow-up open-ended question to gather qualitative data, like "What's the main reason for your score?"
  • Keep the survey short and simple to encourage higher response rates.

Step 3: Choose your distribution channels.

  • Identify the best channels to reach your customers. These could be email, in-app messaging, or even SMS, depending on where your customers are most active.
  • Take into account the timing of the survey, ensuring it's sent at a time when customers are most likely to respond.
  • If you’re an Appcues customer, you can launch an NPS survey w/ Appcues! Read our support doc on NPS surveys to get the breakdown on how.
Appcues NPS and Surveys

Step 4: Segment your users and send the NPS survey.

  • Begin by segmenting your users into different categories based on relevant characteristics. These could include, for example, usage frequency, plan type, or customer journey stage. These segments can provide more nuanced insights into the experiences of different user groups.
  • Once you've identified your segments, craft and send your NPS survey to each group separately. This enables you to maintain a tailored approach and increases the likelihood of engagement.
  • Be conscious of the timing for each segment. For example, newer users might require a different survey schedule compared to long-time customers.
  • Ensure that you send the surveys during a period when users are most active or responsive to maximize participation.
  • Consider personalizing the survey communication to make it more engaging for your users. Personal touches can increase response rates and provide more candid feedback.

Step 5: Analyze the responses.

  • Collect and analyze the survey responses.
  • Calculate your NPS score and benchmark it against industry standards or your past scores.
  • Dive into the qualitative feedback to understand the reasons behind the scores.

Step 6: Act on the feedback.

  • Share the results and feedback with your team, especially with those involved in product development, customer service, and strategy planning.
  • Identify key areas of improvement based on the feedback.
  • Develop an action plan to address these areas and improve customer satisfaction.

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