Surveys & Feedback:
What Are The Best Practices For NPS Surveys?
Net Promoter Score (NPS) gauges loyalty with one core question: “How likely are you to recommend us?” Use a 0–10 scale, ask one open “why,” trigger follow-ups, and close the loop fast to turn detractors into promoters.
Keep NPS simple and actionable: ask the standard 0–10 recommend question, add a single open-text “reason”, sample the right audience at the right cadence (quarterly for relationship; event-triggered for transactional), and run a closed-loop process that routes detractors within 24–48 hours, records resolutions, and tracks impact on retention and expansion.
Principles For High-Quality NPS Programs
The NPS Survey Playbook
A practical sequence to collect reliable signals, act quickly, and lift loyalty.
Step-By-Step
- Define Goals & Segments — Clarify what decisions NPS will inform; segment by product, plan, role, and region.
- Choose Relationship vs Transactional — Set quarterly/semiannual pulses for relationship NPS; add event triggers for tNPS.
- Craft The Items — One 0–10 recommend question + one open comment; optionally ask one driver (e.g., value, support, ease).
- Set Sampling & Caps — Eligibility rules, exclusion windows, and randomization to minimize bias.
- Enable Routing & SLAs — Pipe detractors to owners within 24–48 hours; define scripts and next-best actions.
- Analyze & Share — Track trend, distribution, and themes; run cohort views; brief stakeholders monthly.
- Act & Validate — Log fixes, communicate changes, and measure impact on renewals, upsell, and referrals.
NPS Survey Types: When To Use What
| Type | Best For | Core Question | Pros | Limitations | Cadence |
|---|---|---|---|---|---|
| Relationship NPS | Overall loyalty & brand health | “How likely are you to recommend us?” | Executive-friendly; trendable; broad view | Less diagnostic without drivers | Quarterly / semiannual |
| Transactional NPS (tNPS) | Post-event loyalty signals | Same recommend item + open “why” after a specific event | Contextual; fast root-cause insight | Event-specific; can over-sample active users | Triggered per event |
| In-Product NPS | SaaS & digital product usage | Inline recommend + comment | High volume; low friction | Skews to active sessions | Usage-triggered |
| Account-Level NPS (B2B) | Multi-role account views | Recommend question across roles | Role-based insight; renewal alignment | Needs contact mapping & weighting | Quarterly per account |
Client Snapshot: NPS That Drives Change
A subscription platform added tNPS after onboarding, routed detractors within 24 hours, and published “you said, we did” updates. Within two quarters, promoter share rose 9 points, first-value time improved 18%, and renewal risk fell across high-effort segments.
Net Promoter Score (NPS) is one input—pair it with Customer Effort Score (CES) for friction and Customer Satisfaction (CSAT) for transactional quality to capture a complete view of experience.
FAQ: NPS Survey Best Practices
Straight answers to the questions teams ask most.
Transform Feedback Into Loyalty
We’ll help you design NPS pulses, operationalize routing, and connect insights to retention and growth.
Develop Content Streamline Workflow