How to Run an Effective NPS Feedback Survey
Adam
An NPS (Net Promoter Score) survey is one of the simplest yet most powerful tools for understanding customer satisfaction and loyalty. By asking the right questions and acting on the feedback, you can uncover valuable insights to improve your business and build stronger relationships with your audience. Here’s how to run an effective NPS survey.
Step 1: The Core NPS Question
The heart of an NPS survey is a single, straightforward question:
"On a scale from 0 to 10, how likely are you to recommend our company, product, or service to a friend or colleague?"
This question is designed to measure customer loyalty and satisfaction. You can tailor it to fit your specific context:
For a course: "How likely are you to recommend my course?"
For a service: "How likely are you to recommend my service?"
Step 2: Follow-Up Questions for Deeper Insights
The real value of an NPS survey comes from the follow-up questions. These allow you to understand the "why" behind the score and gather actionable feedback. Structure your follow-ups based on the respondent’s score:
Promoters (Score 9-10):
These are your raving fans—people who love what you do.
Score 10: Ask, "What did you like the most?" This free-form text response can provide testimonials and insights into what you’re doing right.
Score 9: Ask, "What would make this a 10?" This helps you identify small tweaks to turn happy customers into your biggest advocates.
Passives (Score 7-8):
These customers are satisfied but not enthusiastic.
Ask, "What specifically would make this a 9 or 10?" Their feedback can reveal areas where you’re falling short of creating exceptional experiences.
Detractors (Score 0-6):
These are unhappy customers who could harm your reputation if their concerns aren’t addressed.
Ask, "Can you provide specific feedback around where we failed to deliver value?" This free-form response is critical for identifying problems and preventing future issues. Consider reaching out personally to address their concerns.
Step 3: Implementing Your NPS Survey
Timing is Key
Send your survey at the right moment:
For a course: After completion.
For a service: After the project is finished or a milestone is reached.
Tools to Use
Choose a platform that fits your needs:
Typeform: Great for automation and workflows, allowing tailored follow-up questions based on scores.
Google Forms: A free and easy-to-use option.
WriteMessage: Advanced personalization and email integration for deeper insights.
Embed Surveys: Consider embedding your survey on a thank-you page after someone downloads a lead magnet or completes a purchase.
Automate the Process
If you’re using platforms like Kajabi, Thinkific, Teachable, or Podia, check for built-in automation to send NPS surveys automatically. For email lists, link your survey tool to your email marketing platform for seamless delivery.
Step 4: Calculating Your NPS Score
The NPS score is calculated by subtracting the percentage of detractors (scores 0-6) from the percentage of promoters (scores 9-10). Passives (scores 7-8) don’t factor into the calculation.
Formula:
{NPS Score} = {Percentage of Promoters} - {Percentage of Detractors}
Example:
40% of respondents are promoters.
30% are detractors.
NPS Score = (40 - 30 = 10).
Track Trends Over Time
The score itself isn’t as important as the trend. Monitor your NPS score regularly to see if customer satisfaction is improving.
Step 5: Using NPS Feedback to Improve Your Business
The feedback you collect is a goldmine for improving your business. Here’s how to use it effectively:
What Promoters Love
Pay close attention to the free-form text from promoters (scores 9-10). This tells you what you’re doing well. Double down on these strengths in your content, offers, and marketing.
Use their responses as testimonials or case studies to attract more customers.
Turning Passives into Promoters
Feedback from passives (scores 7-8) highlights areas for improvement. Look for quick wins—small changes that could elevate their experience to a 9 or 10.
Addressing Detractors
Don’t shy away from detractor feedback (scores 0-6). While it may sting, it’s crucial for identifying major issues. Look for patterns in their complaints and take meaningful action to address them.
Consider reaching out personally to detractors to resolve their concerns and rebuild trust.
Hypothesis-Based Improvement
Use the feedback to form hypotheses about how to improve your product or service. Implement changes and track data to see if they positively impact your NPS score.
Build a Referral Program
Once you see a trend of happy customers (a rising NPS score), set up a referral or affiliate program to leverage their enthusiasm and grow your business.
Step 6: Best Practices for Running NPS Surveys
To maximize the effectiveness of your NPS survey, follow these best practices:
Keep It Simple: Don’t overcomplicate the survey. Stick to the core question and relevant follow-ups.
Make It Easy to Respond: Use tools that allow for frictionless responses, like one-click surveys or embedded forms.
Act on Feedback: Show your audience that their feedback matters by implementing changes and communicating improvements.
Track Trends: Monitor your NPS score over time to identify patterns and measure the impact of your efforts.
Close the Loop: Follow up with detractors to address their concerns and with promoters to thank them for their support.
Conclusion: Continuous Improvement Through NPS
An NPS survey isn’t just a tool for measuring customer satisfaction—it’s a roadmap for improving your business. By consistently gathering feedback, acting on it, and tracking your progress, you can create exceptional experiences that turn customers into loyal advocates.
Start simple, stay consistent, and use the insights to refine your offers, messaging, and customer experience. With time and effort, your NPS survey will become a cornerstone of your business growth strategy.