**How to Create and Conduct a Net Promoter Score (NPS) Survey in 2024 **

Any startup or business that doesn’t prioritize customer feedback risks stagnation.

Customers will always gravitate towards competitors who actively listen to and act on their feedback.

Your business must understand and value customer input to grow and excel.

One effective way to do this is through a Net Promoter Score (NPS) survey—a straightforward yet powerful tool for measuring customer loyalty and satisfaction.

With Saylo’s user-friendly platform, creating and conducting NPS surveys is a breeze. Saylo simplifies the survey creation process and helps you gather real feedback and turn it into actionable insights.

This article will explain everything you need to know about NPS Survey.

What is a Net Promoter Survey (NPS)?

A Net Promoter Survey (NPS) is a customer feedback tool that measures the likelihood of your customers recommending your product or service to others.

It consists of a single question: “On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?”

Based on their responses, customers are categorized into three groups:

• Promoters (9-10): Loyal customers who will likely recommend your business.
• Passives (7-8): Satisfied but unenthusiastic customers vulnerable to competitive offerings.
• Detractors (0-6): Unhappy customers who could harm your brand through negative word-of-mouth.

NPS scores are derived from these categories and are used to measure customer loyalty and satisfaction.

How to Create an NPS Survey?

Creating an NPS survey involves a few straightforward steps:

1. Define the Objective: Clarify what you aim to learn from the survey. This will help tailor the follow-up question that gathers qualitative data.

2. Design the Survey

a). Primary Question: “On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?”

b). Follow-Up Question: To gain deeper insights, ask an open-ended question such as, “What is the primary reason for your score?”

3. Choose the Right Tool: Create and distribute your survey using survey platforms like SurveyMonkey, Qualtrics, or Google Forms. It's important to choose a tool that allows you to send NPS surveys effectively and gather timely feedback.

4. Personalize the Survey: Address customers by name to increase engagement. Ensure the survey is relevant and timely, capturing the customer’s recent experience with your product or service.

How to Calculate NPS

Calculating your Net Promoter Score (NPS) is straightforward. Follow these steps to get your score:

Collect Responses: Gather all survey responses and categorize them into three groups:

• Promoters (scores of 9-10)
• Passives (scores of 7-8)
• Detractors (scores of 0-6)

Calculate Percentages: Determine the percentage of respondents in each category. For example, if you have 50 Promoters and 20 Detractors out of 100 total respondents, you have 50% Promoters and 20% Detractors.

Subtract Percentages: Subtract the percentage of Detractors from the percentage of Promoters to find your NPS.

NPS=%Promoters−%Detractors

Using the example above, with 50% Promoters and 20% Detractors, your NPS would be:

NPS=50%−20%=30

This simple formula helps you measure customer loyalty and satisfaction, clearly showing your brand’s performance.

Why Conduct an NPS Survey?

Net Promoter Score (NPS) surveys offer valuable insights that can drive your business forward. Here’s why you should make them a part of your strategy:

1. Customer Loyalty Insight: NPS surveys reveal how loyal and satisfied your customers are. Knowing their willingness to recommend your product or service, you gain a clear picture of overall customer sentiment and loyalty. Additionally, NPS surveys help to understand and strengthen customer relationships by celebrating positive feedback and enhancing brand advocacy.

2. Benchmarking: Use NPS surveys to compare your score against industry standards. This will help you gauge your performance relative to your competitors and identify areas for improvement.

3. Growth Predictor: A high NPS score indicates strong customer retention and potential for organic growth. Customers who are promoters are more likely to refer others, which can lead to increased sales and business growth.

4. Actionable Feedback: Beyond the main NPS question, follow-up questions provide specific feedback. This actionable data highlights areas for improvement and enhancement of your customer experience.

< < < < Read More on Top 10 Customer Satisfaction Survey Questions>>>>>

When to Conduct an NPS Survey on Your Consumer Base

Timing your NPS (Net Promoter Score) surveys is crucial for getting the most accurate and useful feedback.

Here’s when you should consider sending them:

a). Post-Purchase: Send surveys after customers purchase or interact with your service. This helps capture their immediate experience and provides insights into how well you met their expectations. A transactional NPS survey can be sent immediately after a purchase to gather relevant feedback.

b). Milestones: Reach out after significant milestones, like 30 days after onboarding. This allows you to understand how customers feel about your service or product after they’ve had some time to use it.

c). Regular Intervals: Conduct surveys quarterly or bi-annually. This ongoing approach helps track changes in customer satisfaction over time and spot trends or shifts in their opinions.

How to Measure Net Promoter Survey (NPS)

Measuring your NPS effectively requires consistent monitoring and detailed analysis. Here’s how you can do it:

i). Regular Surveys: Keep sending surveys regularly to observe how your score evolves. Conducting a relationship NPS survey at regular intervals helps monitor customer loyalty effectively. This helps identify whether your changes are having a positive or negative impact.

ii). Segment Analysis: Analyze the results by different customer segments, such as new versus returning customers. This allows you to see if specific groups are more or less satisfied and tailor your strategies accordingly.

iii) Benchmarking: Compare your NPS results with industry standards and competitors. This helps you understand where you stand in the market and identify areas for improvement.

What to Do with the NPS Results?

Utilize NPS results to drive strategic decisions:

i). Address Detractors

Detractors are customers who give you a score between 0 and 6. Their feedback often highlights areas that need improvement.

Carefully review their comments to identify specific pain points or issues. Based on their feedback, implement changes to address these concerns. Promptly addressing negative feedback is crucial to improve customer satisfaction.

Resolving the problems that detractors face, you can improve their experience and potentially convert them into promoters.

ii) Engage Promoters

Promoters are customers who give you a score of 9 or 10. They are highly satisfied and loyal to your brand. Encourage them to share their positive experiences with others.

You can ask promoters to leave reviews, provide testimonials, or share their feedback on social media.

iii). Identify Trends

Analyzing NPS feedback for trends and patterns can provide valuable insights. Look for recurring themes in the comments from both detractors and promoters. Identifying these trends can help you pinpoint systemic issues that need to be addressed.

For example, if multiple detractors mention long wait times for customer service, you know that improving this area could boost overall satisfaction.

Similarly, understanding what promoters appreciate most can help you reinforce those positive aspects across your business.

Effectively utilizing NPS results, you can make informed decisions to improve customer satisfaction, foster loyalty, and drive business growth.

Net Promoter Survey (NPS) Best Practices

Net Promoter Survey (NPS) Best Practices

To maximize the effectiveness of your NPS surveys, follow these best practices:

a). Customize Your Survey

Tailor your NPS survey questions to your specific context and audience. This ensures that the feedback you receive is relevant and actionable.

For example, a software company might ask about user experience and features, while a retail business might focus on product quality and customer service.

Customization helps you obtain insights directly applicable to improving your unique offerings.

b). Send at the Right Time

Timing is crucial for NPS surveys. Sending the survey at an appropriate time can significantly impact response rates and the quality of feedback.

For instance, sending an NPS survey immediately after a purchase or a customer service interaction can yield more accurate feedback.

Conversely, sending it too early or late may result in complete or relevant responses. Consider your customer journey and choose the optimal moments to solicit feedback.

c). Keep It Simple

An effective NPS survey should be concise and straightforward. A short survey encourages higher response rates as it respects the respondent’s time.

Typically, an NPS survey includes a rating question (on a 0-10 scale) and an open-ended question for additional comments.

Avoid overloading your survey with too many questions or complicated language. The simplicity of the survey should align with the ease of providing feedback.

d). Use Automation Tools

Leveraging automation tools can streamline the distribution and analysis of NPS surveys.

Platforms like Saylo, Zendesk, and Survicate offer features to automate survey deployment, track responses, and generate reports. Automation ensures consistent survey delivery and enables real-time feedback monitoring.

These tools can also integrate with your CRM and other systems, providing a holistic view of customer sentiment and facilitating quicker feedback responses.

e). Personalize Communication

Personalizing your communication can enhance response rates and the quality of feedback.

Address your customers by name and refer to their recent interactions with your company.

Personalized messages demonstrate that you value their experiences and are genuinely interested in their feedback.

g). Close the Loop

Closing the feedback loop is essential for maintaining customer trust and loyalty. When customers see that their feedback leads to tangible changes, they are more likely to continue providing valuable insights. The customer support team is critical in following up on feedback and ensuring customer satisfaction.

Follow up with respondents, especially detractors, to communicate your actions based on their feedback.

This improves customer satisfaction and fosters a culture of continuous improvement within your organization.

Conclusion

Creating and conducting an NPS survey in 2024 is a powerful way to measure and improve customer loyalty and satisfaction.

If you carefully follow the steps outlined in this article, you can design an effective NPS survey, gather valuable feedback, and take actionable steps to enhance your customer experience.

Saylo is here to help you achieve this with ease. You can seamlessly gather feedback and turn it into actionable insights that enhance your business.

Start using customer feedback for your business growth.

Sign up forfree today!