By Jay Kang
According to the 2017 Temkin research, promoters of a given business are…
- 4.2 times more likely to buy again
- 5.6 times more likely to forgive a company after a mistake, and
- 7.2 times more likely to try a new offering compared with detractors (unhappy customers).
Adobe also confirmed that customer-centric businesses grew revenue 1.4 times faster and increased customer lifetime value 1.6x more than other companies.
Also, one customer’s bad experience with your brand could cost you your business. In fact, customers are more likely to talk about a bad experience and they tell almost 3X as many people when it happens.
So, is a Net Promoter Score (NPS) an important tool to help you understand your customer experience?
What Is the Net Promoter Score (NPS) Survey?
An NPS survey is a question that is sent to customers to get a concise understanding of their satisfaction level with an organization or brand. This survey aims to help quantify customer loyalty, satisfaction while also at the same time provide feedback that will help improve customer experience. Often, an NPS survey is a two-part survey that consists of a rating question(s) and a free-response follow-up.
The rating question
For example, the first part is a single question where respondents pick a numerical score between 0 and 10. The question can be something like,
“Considering your complete experience with our company, how likely would you be to recommend us to a friend or colleague?”
Image by SurveyMonkey
The higher the score, the more likely customers are to recommend your company to their friends or colleagues. On the other hand, the lower the score, the less likely they will spread the gospel about your business. This part allows your customers to speak their mind.
The Follow-Up (Open-Ended Question)
The second part of the question allows respondents to provide content for their chosen numerical score. The follow-up part allows your customers to leave feedback in their own words why they would or would not consider recommending a company.
This part, therefore, tends to be very crucial as it allows a brand or organization to get valuable feedback from their clients.
As a marketing manager, you’ll find that this is the question that will truly help you in tracking the results of a particular marketing campaign, measuring customer loyalty, and transposing the collected data in a long-term growth strategy.
Personalizing the follow-up question is very crucial. Keep in mind this question is open-ended. Fortunately, some NPS tools can even help you customize this question depending on the score given by the respondent on the rating question.
Below are a few examples:
- What was disappointing or missing in your experience with us?
- Which features do you value the most?
- What is the main reason for your score?
- How can we improve your experience?
- What do you like most/least about (product or company)?
How Do You Interpret NPS?
After surveying your customers, responses to your question will fall into these three groups.