Did you know that in addition to the standard NPS question customer loyalty .
The metric uses a type of score to identify whether a customer can be considered loyal or not, allowing your company to carry out differentiated marketing and service for them.
Still don't understand what we're talking about? Think about the most effective marketing approach for your business… Yes, we're talking about word-of-mouth marketing. The NPS can measure this indicator. Excellent, right?
The NPS takes into account whether the respondent recommends the company to a friend, family member or acquaintance.
And the logic is very simple: when we do business with a company and we really like it, we leave there completely satisfied, so we want to reciprocate by recommending it to people.
Because it is a fast, effective, simple and highly reliable way, NPS is already used by several companies around the world to measure customer loyalty .
But how do you create the NPS questions you need to get results? Which questions relate to my needs at any given moment? Is it possible to measure employee satisfaction within the company?
In this content, we will now answer these and other related questions, and help you obtain a very reliable metric.
NPS survey structure
Well, to begin, you need to think about the structure of your survey—what it will look like. This type of survey should be organized into two parts. The first refers to a scale, from 0 to 10, that will be used to classify your company.
The second part should be an open-ended question, in which the customer should explain why they gave a score of "x."
Don't worry too much about this step. When you hire a NPS service , these parts are already standardized. However, if you want to customize the survey to suit your business or campaign, that's also possible.
For example, let's say you want to evaluate your brand, service, or a specific product. You can replace the word "business" with another more appropriate one, such as asking if the customer would recommend the service they purchased, not necessarily the company. This is a more specific question.
NPS Questions for Customers
For those who are just starting to assess customer loyalty and want to use NPS, the ideal is to start with the classic question:
On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?
Asking your customers this question has many benefits. You can establish better communication with them, and they also have the opportunity to share their thoughts on your establishment and service. It's a way to appreciate them and get their opinion of your brand.
And the benefits aren't just for customers. Through this feedback, the company can better structure itself to offer quality service, in line with customer expectations .
Want to be even more subtle when asking the question? Shift the focus to what you want. For example: "How likely are you to recommend 'product x' to a friend or colleague?"
NPS question for employees
Want to know if your employees are satisfied with your company? Then you can use the NPS survey to assess this. The more satisfied your employees are, the better their performance will be within the company, and this directly impacts customer satisfaction, as they will receive better service.
Also known as eNPS (Employee Net Promoter Score℠) , this metric can reveal who your company's promoters, neutrals, and detractors are. It can also help those employees who are dissatisfied with their work environment but don't have the courage to speak up.
How likely are you to recommend this workspace to a friend or colleague?
The survey is a great way to give employees an opportunity to be heard, without having to expose themselves too much, after all, the eNPS is anonymous.
These employees, when ignored, can become detractors of your brand. It's also worth remembering that an employee who provides good service and an employee who provides poor service generate the same accounting cost to the company's payroll at the end of the month.
What are the open-ended NPS question options?
Is it possible to modify the open-ended question asked in the second stage of the NPS ? Although there is a standard question, it is possible to modify it to better reflect your business, as mentioned above. One of the factors that should be considered when formulating the question is the customer's score.
NPS surveys have a standard open-ended question:
What is the main reason for your score?
However, we've noticed that customers are more likely to provide additional text feedback if the question is related to the score they just provided.
Several NPS services allow you to customize the open-ended question based on the respondent's score. Take a look at the examples below, which you can use as alternatives to the standard question.
“What was missing from your experience with us?”
This is a great example of a question that encourages customers who haven't had a good experience with your product or service to provide feedback. Constructive criticism can be highly valuable to your business, helping you identify operational gaps
A case cited by Kotler in his book " Marketing Management " is that of 3M , where he claims that more than two-thirds of its ideas for improving products and services arise from customer complaints. This shows us another important factor: Simply listening to your customer's feedback is not enough. Actions for improvement must be taken.
“How can we improve your experience?”
This follow-up question is ideal for neutral or detracting , as you'll get actionable suggestions on what you can do to take your product or service to the next level.
You'll also be able to identify exactly what needs to be done to correct errors and get your product or service back on track. This way, you'll be able to prioritize issues and opportunities for improvement based on feedback from your customers.
“What features do you value/use most?”
If you offer a product with multiple features, this question allows you to gather insights into which features your customers value most.
Additionally, the data gathered from this question can be incredibly helpful for product managers in determining which features to prioritize for future updates and improvements. This allows you to use NPS as a guiding metric to adjust your product development roadmap
“What do you like most/least about (company or product name)?”
This question is crucial for assessing your customers' satisfaction after interacting with your product or service. Besides being easily customizable for Promoters and Detractors, you can also ask them what they liked or disliked about their experience with your business. After all, if you know what makes your customer happy or unhappy, it's much easier to make these adjustments, right?
With a considerable number of responses, this question can help you discover new advertising and marketing campaigns, new ways to position your product, and even turn your Promoters into brand advocates . This feedback is invaluable, as it helps you identify the main opportunities and challenges your customers face when using your product or service.
Thank you messages, how to do them?
NPS survey , it's always recommended to thank the customer for their responses. After all, they took the time to provide this valuable information to your company. Below, we've listed three thank-you messages, one for each customer category, that you can use at the end of your NPS survey:
- Promoters (9 and 10): “Thank you for your feedback. It’s great to know that you’re a fan of (our company or product). Your feedback helps us discover new opportunities to improve (our company or product) and ensure you have the best experience possible.”
- Neutrals (7 and 8): “Thank you for your feedback. Our goal is to create the best product possible, and your thoughts, ideas, and suggestions play an important role in helping us identify opportunities for improvement.”
- Detractors (0-6): “Thank you for your feedback. We greatly value all of our customers’ suggestions. We’re always looking for ways to further improve (our product or service) so that it exceeds your expectations.”
Why is it important to personalize your search?
Listen to and seek feedback consistently to ensure your customers feel involved in the development of your product or service. Customize your survey to your target audience and make the most of the feedback you receive. There's no set survey model; surveys need to adapt, and a good NPS survey can offer this to entrepreneurs.
Experiment with your subject lines to stand out from the hundreds of emails that flood inboxes every day. Engage your customers with compelling subject lines and a personalized approach to generate detailed research data.
You can create an NPS to conduct campaign surveys, learn about email frequency, and the content offered by the company, among many other features. Only by testing and interpreting the collected data will you gain a clear understanding of the appropriate questions for your company's purposes.
Conclusion
NPS surveys are essential for any company, not only externally with customers but also internally with employees.
Additionally, it's an excellent tool for monitoring the health of your business in terms of customer satisfaction . However, remember that this should never be your sole source of customer satisfaction .
After all, your customers will use various channels to report questions, frustrations, and compliments—and it's up to you to stay active on these channels as well. The most important thing to remember is that NPS will generate highly objective and easily comparable data, perfect for monitoring, and therefore should be used continuously.
Receiving this feedback from customers is always positive for companies. Therefore, it's important to fully understand what happens to customers throughout their journey with your company , identifying whether your product/service is delivering tangible results.
As you can imagine, this is an ongoing effort – and we hope you can use NPS as one of your tools to stay active.
NPS is a registered trademark, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.
