NPS® or Net Promoter Score® is the most important metric to measure customer loyalty and overall satisfaction with the brand. Therefore, it is important to use NPS® surveys at different touchpoints throughout the customer journey. Moreover, it is advised to conduct NPS® surveys through different channels depending on where your customers choose to interact with your business.
For all of this, we have put together this detailed article that covers creating survey using an NPS tool, types of NPS® surveys, and the channels you can conduct NPS® surveys over.
Let’s get started!
Understanding Net Promoter Score® Surveys
A Net Promoter Score® Survey consists of questions aimed at gauging customers’ loyalty to the brand. It prompts customers to rate how likely they would be to recommend your business to others on a scale of 0 to 10.
- Customers who give a score of 9 or 10 are Promoters. They are very loyal to the company and are most likely to recommend it to others.
- Customers who give a score of 7 or 8 are Passives. They are not unconditionally loyal to the brand and may switch if given a better choice.
- Customers who give scores of 0-6 are Detractors. They are not satisfied and loyal to the company and may even badmouth it.
You can always ask follow-up questions to make your NPS® survey more elaborate and be able to understand the reason behind the scores that customers choose to give.
Here are some examples of NPS® questions when you’re looking to understand the sentiment of customers towards your brand:
- What was the reason for the score you chose to give us?
- What can we do better to improve your experience with us?
- What were the challenges you faced while doing business with us?
Types of NPS®
NPS® surveys can be employed in different ways, which gives us two types of NPS surveys:
1. Transactional NPS® Surveys
Transactional surveys are sent after a particular interaction or transaction or events like making a payment, placing an order, booking tickets, etc. NPS surveys are triggered on an event and are meant to understand customers’ loyalty based on the recent transaction instead of the customers’ relationship with the brand as a whole.
Here’s a transactional NPS® survey question:
Based on your current purchase experience, how likely are you to recommend shopping on our website to your friends and colleagues?
2. Relational NPS® Surveys
A relational NPS® survey is sent at fixed intervals in a customer journey and is meant to understand customers’ loyalty to the brand as a whole instead of based on a specific transaction. Generally, relational NPS® surveys are sent bi-annually, quarterly, or yearly.
Read our detailed blog post on The Right Time to Send NPS® Surveys to understand when you can use Transactional and Relational NPS® surveys.
To understand how frequently you can send NPS® surveys, read our blog post How Often to Send NPS® Surveys.
How to Send NPS® Surveys?
NPS® surveys can be conducted on different channels based on your customers’ availability and choice of platform for interaction. Here are different ways you can deploy NPS® surveys:
1. NPS Email Surveys
NPS® surveys can be sent via email to customers individually or can be automated to be sent to a group of customers. This depends on when to send NPS® surveys in a customer journey. For example, transactional NPS® surveys are triggered individually after an event, and relational NPS® surveys can be sent to a group of customers together, depending on where they are in their customer lifecycle.
Here are some types of email surveys you can leverage:
Email Signature NPS Surveys: Email signature surveys are embedded directly in the signature of an email and can be sent as a part of ongoing communication. For example, if a customer support agent offers a resolution via email, they can add the NPS® survey to the email signature and ask customers if they’d be willing to promote the brand to others based on their experience of the latest interaction and issue resolution.
Email signature surveys can dramatically increase the response rate since customers can answer the survey question during the support interaction without having to go to a survey landing page.
Email Embedded NPS Surveys: You can embed NPS® surveys directly in the email body using the Email Embed survey feature in your survey software. This enables customers to respond to an NPS® survey directly in the email body, thus increasing the chances of customers sharing their responses.
Email embedded surveys can be sent individually after a resolution or interaction with customers or to a group of customers to understand customers’ perception of the brand as a whole.
To understand when you can use Email Signature and Email Embedded NPS® surveys, you can read our article Signature Email Survey or Post Interaction - Which one is better?
Email Button or Link Surveys: NPS® surveys can be embedded in a button that can be added to the email body, which when clicked, takes the survey participants to the survey landing page. Similarly, the NPS® survey link can also be sent to hundreds and thousands of customers in a single go.
2. NPS Website Surveys
NPS® surveys on websites are super important if you sell your products or services online. This helps in capturing NPS® responses even from customers who may not take the time to open email surveys to share feedback. Moreover, website NPS® surveys help in collecting generalized website feedback even from people that haven’t shared their contact details with you yet.
Here are different ways to use website surveys to measure Net Promoter Score®:
Popup NPS Surveys: A Popup survey pops up when an event trigger condition is met. For example, an NPS® survey can pop up right after a customer places an order. The survey question can be customized as per the event to collect relevant feedback. For instance, in case of a purchase, you can ask your customers – ‘On a scale of 0 to 10, how likely are you to recommend our website to others based on your shopping experience with use?’
NPS Website Embedded Surveys: You can also embed NPS® surveys directly into the web pages of your website. This is great for when you’re looking to collect generalized feedback. For example, you can insert an NPS® survey at the bottom of your home page to understand if visitors would recommend your brand based on the browsing experience. This can help you understand what people like or dislike about your website.
NPS Feedback Button: A feedback button can be placed on any page of your website to collect specific NPS® data. A feedback button, when clicked, takes the survey participant to the survey landing page. You can strategically decide where to insert NPS® survey buttons on your website depending on what your feedback goals are. For example, if you wish to understand your customers’ perception of your website, you can place a feedback button with an NPS® survey on the home page or product page to check if visitors would recommend your brand to others based on the aspects like user interface and ease of shopping on our website.
3. Integration with Customer Ticketing and Servicing Tools
Your customer support team can collect feedback from customers directly while they are still interacting with the agents using survey integration with customer ticketing and servicing tools, such as Zendesk, Intercom, Freshdesk, etc. Survey software integration allows sending NPS® surveys in ongoing communication via email and chat. This enables customers to share their responses, i.e. feedback, right in the email or chat window without having to open the survey separately.
The benefit of this is that customers would be more likely to take the survey since they are already chatting with the support executive in the same window. It also makes way for real-time feedback and helps in gathering insights while the support experience is still fresh in customers’ minds.
To understand how integration with customer servicing and ticketing tools works, you can read our detailed articles on Measuring NPS® in Intercom and Measuring NPS® in Zendesk.
4. NPS SMS Surveys
SMS surveys consist of survey links, which when clicked, take the respondents to the survey landing page. Though SMS surveys are easily accessible, the survey participants must have an internet connection to take the survey, just like other online surveys.
5. NPS QR Code Surveys
NPS® surveys can be embedded in QR codes that can then be scanned to open the survey page. QR codes with embedded surveys can be printed on the packaging, menus, invoices, tent cards, instruction manuals, etc., and at different touchpoints in a retail store. This allows brands to conduct transactional NPS surveys to understand customers’ loyalty to the brand after a certain event.
For example, a customer can scan the QR code at the exit or billing point in a retail score to share if they would recommend the brand to others based on their shopping experience. Similarly, QR codes on packaging and invoices can be used to collect NPS data after a delivery or service experience. The ease of sharing feedback through QR code surveys can dramatically increase the survey participation rate and also give brands access to fresh, genuine feedback.
Zonka Feedback to Measure Net Promoter Score®
Zonka is a VoC Survey Tool that is designed specifically to help customer-centric businesses collect valuable customer insights through interactive surveys at various touchpoints. Not only does the Zonka survey tool help you in collecting online, offline, and real-time feedback, but it also generates actionable insights to help you make the right business decisions.
Here are some of the attractive features of our survey tool:
- Multi-channel feedback via email, mobile app, tablet, kiosk, website, SMS, and QR code
- CSAT CES, and NPS® microsurveys
- 40+ survey templates on our easy-to-use survey builder that can be customized without the need for coding and other technical skills
- Survey branding, survey logic, and white-labeling
- Real-time notification and customized alerts for different stakeholders
- Insightful reports and analytics dashboard