What is an NPS survey?

Firstly, NPS stands for Net Promoter Score, and this score represents your customer’s collective sentiment towards your brand based on their overall experience with it.

An NPS survey is the survey that’s used to discover the score, which is calculated using the answers returned in the survey.

5 great ways to use our NPS survey template

One of the great things about using NPS surveys is there are many ways to leverage the results to create better experiences for your customers.

• Measure and understand customer sentiment over time

• Find your customer champions

• Get direction for change and improvement

• Reduce future churn by discovering unhappy customers early

• Benchmark your experience against competitors

Why are NPS surveys used?

NPS surveys are used to find out how likely your customers are to recommend your brand to others, which is considered to be a good indicator of overall customer sentiment; so simply put, NPS surveys can quickly and easily reveal whether or not your brand is on the right track.

Also, NPS surveys can be repeated over time to track improvement and repeated with other brands to see how their reputation compares with yours.

As an added bonus, NPS surveys are incredibly simple, which makes it super easy to collect the necessary data, calculate the score, and rinse and repeat every now and then.

With our NPS survey template, additional survey questions are included to help you learn about the reasoning behind the score and what needs to change, improve, or stay the same. On an individual level, the additional survey questions can help you to reduce churn by revealing your unhappy customers and reward loyalty by revealing your biggest champions.

Remember, NPS surveys without follow-up questions mean it’s just a number. Our NPS template adds several questions to give you more context to the score given.

Who uses NPS surveys?

Customer journeys are often made up of multiple experiences (e.g. user experiences, customer support experiences, delivery experiences, etc.). Ideally, NPS surveys should be spearheaded by those that oversee the overall customer experience, who can then share the insights with the rest of the organization.

However, individual teams (e.g. design teams) can also use NPS surveys to the same effect by adjusting the questions to begin with “Based on your experience of …” when the need to run smaller-scale NPS surveys arise.

What types of data does the NPS survey yield?

It depends on the scope of the survey. NPS surveys without follow-up questions will only yield the Net Promoter Score, a quantitative value that depicts your brand’s reputation. Our NPS survey template includes additional questions for more qualitative context (i.e. why the Net Promoter Score is what it is and what can be done to improve or maintain it).

What questions are in the NPS survey template?

The main question relates to, of course, the score itself, where respondents are asked to rate how likely they are to recommend your brand to others on a scale of 0 (meaning “not at all likely”) to 10 (meaning “extremely likely”). Collectively, the answers to this question result in your Net Promoter Score.

After that, respondents are asked why they chose their rating and what would have to change for it to improve, providing you with some useful qualitative insight.

The rest of the survey asks respondents about their role in their organization, how that role requires them to use the product, and their organization’s size. Being able to segment the results based on the answers to these questions is important because doing so can help you to create tailored experiences rather than a singular experience that fails to cater for everyone. These additional survey questions can paint a clearer picture of what the different user roles want.

Also, the survey can be customized with additional questions such as “Can we get in touch with you for follow-up questioning about your feedback?”. It’s never safe to make assumptions when you’re unsure about an answer, so being able to reach out and clarify can be very useful.