As a business owner, you know just how many factors go into running a successful business. You’re generating leads, making sales, marketing, and providing excellent customer service.
But do you ever wonder what’s actually working for your business?
Net Promoter Score (NPS) surveys can transform your business by telling you what your clients are thinking and where you can improve your offer. They help you build stronger customer relationships and drive business growth. What’s not to like?
In this article, we explain what an NPS is, why it improves your customer loyalty, and how you can easily collect, analyse, and act on this data with ScoreApp.
What is a Net Promoter Score Survey?
Net Promoter Score survey definition: customer loyalty and satisfaction measure. It tells you how likely people are to recommend your product or service.
You know when you get a text asking how likely you are to recommend a company? That’s an NPS survey.
An NPS matters because it measures customer loyalty, not just satisfaction. This lets you segment your customers into:
- Promoters: loyal advocates who are shouting about your business from the rooftops
- Passives: they’re neutral about your service and unlikely to recommend your business to others
- Detractors: they’re unhappy and a risk to your business as they might discourage people from using your business
This lets you plan for your business growth. You can work out how happy your customers are, how likely they are to recommend you, and where you need to improve.
Benefits of NPS surveys
When there are so many different survey tools for market research and customer feedback, it can be tricky to work out which one is the best. Using a Net Promoter Score in your business is really effective for a whole range of reasons:
It’s easy to understand and implement
An NPS survey is normally just one, straightforward question. This means both a high response rate and data which is easy to interpret so you can put these findings into action straight away. With ScoreApp, you can create and send NPS surveys in just a few clicks, ensuring a seamless experience for both you and your customers.
It measures loyalty, not just satisfaction
Your Net Promoter score doesn’t just tell you if your customers are happy at a specific moment. It tells you about overall customer satisfaction and how likely customers are to stay with you. This frees you up to focus on creating loyal brand ambassadors rather than constantly looking for new clients.
It provides actionable insights
At a glance, you can see your customers categorised as Promoters, Passives, and Detractors. The result? You can target your energy and resources on the areas that matter most to your customers.
It tracks progress over time
We’re all more motivated when we see the progress we’ve made over time. NPS does this as it tracks customer sentiment trends and evaluates the measures you’ve put in place.
ScoreApp lets you track your NPS, as you can see trends in your dashboard and measure how your customer loyalty improves as you make changes.
It’s a benchmarking tool
It’s only natural to want to know how you’re measuring up with your industry and competitors. Your Net Promoter Score lets you do this easily. Make sure you look at the industry average for your sector as the average score can vary a lot.
It identifies brand advocates
Word-of-mouth referrals are powerful. In fact, they’re directly responsible for 90% of all purchases. Your NPS helps you pinpoint who your most loyal customers are. These are the people who will drive these sales.
It highlights issues quickly
You don’t know what problems your customers are facing unless they tell you. A Net Promoter Score helps you identify and solve problems quicker through customer feedback, giving your customers an even better experience.
It encourages a customer-focused culture
A NPS quickly gets all your team members on the same page so you can work together to improve customer experience and loyalty.
Net Promoter Score vs. customer satisfaction surveys
Net Promoter Scores are often compared with customer satisfaction surveys. Both are super useful tools but have different purposes and focuses. You can see this in the different styles of questions they use. So which one is right for you?
Net Promoter Score (NPS)
Purpose: measures long term customer loyalty and how likely customers are to recommend your company to other people
Focus: finding out how likely customers are to continue to buy from you and encourage others to buy from you
Core Question: On a scale of 0 to 10, how likely are you to recommend this business, product or service to a friend or colleague?
How it works: An NPS survey gives you a number between -100 and 100. This is the benchmark for customer loyalty. A positive number means you have more promoters than detractors. It’s calculated like this:
NPS = % of Promoters – % of Detractors
Scoring system: Based on what your customers score you, they’ll be placed on a scale between 0 and 10.
- Promoters (9-10): these are your most loyal customers and the ones most likely to send more business your way.
- Passives (7-8): these customers are satisfied but a little ambivalent to your service.
- Detractors (0-6): these are unhappy customers who pose a risk to your business and may discourage people from using your services.
Customer satisfaction (CSAT) surveys
Purpose: assess how satisfied a customer is with a specific interaction, product, or service.
Focus: finding out how satisfied customers were in one specific moment in time
Core question: How satisfied were you with [specific experience, for example, our booking process]?
How it works: A CSAT score is normally shown as a percentage of satisfied customers. For example, the percentage of customers who answered 4 or 5 on a 5-point scale.
Scoring system: Customers are typically asked to rate their response on either a 1-5 or 1-7 scale with 1 being “very dissatisfied” and 7 being “very satisfied”.
NPS vs. customer satisfaction surveys: Which one is right for you?
Both of these tools are really useful to you as a business owner when used at the right moment. As a rule of thumb, a Net Promoter Score looks at the whole customer relationship whereas a customer satisfaction survey looks at a specific moment. With that in mind, use NPS when:
- You want to measure overall customer loyalty
- You want the big picture of customer sentiment
- You want to measure how people view your brand over time
Use a customer satisfaction survey when:
- You want feedback on a specific interaction, such as buying a product
- You need actionable data to improve a specific area of your business
- You want to measure if your short-term, operational improvements have been successful
Whether you’re looking for long-term customer loyalty insights with NPS or gathering feedback on specific interactions with a CSAT survey, the ScoreApp surveys feature makes it simple to set up and run both types in one place.
Asking the right NPS survey questions
These surveys are intentionally short so that you get that high response rate. The main NPS survey question is “How likely are you to recommend us to a friend or colleague?” (scale of 0-10).
You could include a few follow-up questions such as:
- What’s the main reason for your score?
- What could we do to improve your experience?
With ScoreApp, you can use our ready-to-go templates to set up your survey in minutes.
Set up your NPS survey with ScoreApp for better customer insights
A Net Promoter Score is an invaluable asset for any business owner. It tells you how happy your customers are and how likely they are to recommend you to others. When it can cost between 5 and 25 times more to acquire a new customer versus retaining one, nurturing brand loyalty has to be a core component of your strategy.
Setting up an NPS survey in ScoreApp couldn’t be easier
1. Set your NPS survey goals
Define your objectives clearly so that you tailor your questions accordingly. This also helps you keep your survey focused. The shorter the survey, the higher the response rate.
2. Build your survey in ScoreApp
ScoreApp is the perfect tool for customer surveys. Our range of customisable survey templates let you build the right survey for your customers in just a few clicks, with pre-set questions to adapt to your brand.
3. Share your survey
Decide the best moment to ask customers to complete the survey and how you’ll share it with them. ScoreApp has built-in share features, making it easy to share your survey on social media.
4. Analyse the results
ScoreApp automatically segments your results with a custom results page, enabling you to draw effective conclusions quickly.
5. Regularly review and tweak
Check your NPS survey system is working as smoothly as possible. Keep an eye on those numbers and watch your NPS rise as you respond to your customers’ needs.
Ready to find out more about how ScoreApp’s survey feature can create an NPS survey in a few clicks, giving you useful, actionable data which changes the game for your customers and your business?
