One of the best forms of advertising is word-of-mouth. When your customers love your products and services, they will tell their family and friends about them. However, it can be difficult to determine what customers will recommend your products and services to their friends.
That’s where the Net Promoter Score (NPS) comes in. The NPS is based on one key survey question on your customer satisfaction survey: “How likely are you to recommend us to your friends and colleagues?”. The response scale ranges from 0 to 10.
Participants are classified based on their response. Those who respond with a 9 or a 10 are called active Promoters. These individuals discuss your products or services without being prompted or asked. Participants who respond with a 7 or 8 are considered Passives. These individuals may think highly of your products or services but would not provide information about them to others unless asked. Passives are not included in the NPS calculation. Participants who answered with a score from 0 to 6 are called Detractors. Detractors are individuals who sway others away from your products or services. It’s important to consider what exactly went wrong with Detractors and why they feel the way they do. You can easily calculate the NPS by subtracting the percentage of individuals who are Detractors from the percentage of individuals who are Promoters.
The NPS can be a crucial part of your customer satisfaction surveys. The score tells you how you’re doing as a business. If you do repeat customer satisfaction surveys, you can gain insight into trends. Are things getting better, worse, or staying the same?
A question assessing NPS should always be accompanied by a question asking for elaboration. This is best accomplished by an open-ended question that solicits customer feedback. Ambivista’s Survey Insights Suite can easily be used to gather data for your NPS as well as any subsequent qualitative feedback. Ambivista’s Ph.D.-level researchers and consultants can also help you to design the perfect customer satisfaction survey tailored for your needs!