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NPS in Action

Where to take surveys


Deciding on a channel to deploy NPS surveys can be pretty confusing as well as challenging. The touch point / channel at which the survey gets collected and the survey timing largely decides its response rate. Your survey can be superbly designed but all of it is in vain if not executed at right touch points. (Click to tweet)

For instance, imagine a company that has an exceptional NPS score of 55. Now they might feel that their customers are highly satisfied with them based on the score, but what if NPS survey collected had a poor response rate of only 10-20%? And there can also be a possibility that the maximum customers that are left unsurveyed happen to be detractors.

That would make the score dip greatly. This is what happens when you don’t use an apt channel for deploying your survey to reach your target customers.

Zonka feedback app allows response collection from multiple channels. This enables you to listen to all your customer voices coming in from all the channels possible.

You can conduct NPS surveys through the following channels using Zonka


Tablet Survey App NPS surveys can be collected on tablets from customers that are on your business premises. Collect real-time NPS surveys while your customer’s encounter with your brand is still fresh in their minds. With Zonka on tablet, you can hand it over to your guests for filling NPS surveys or set it up as a kiosk anywhere you like. It can work without WiFi, can be locked to prevent tablet misuse and syncs all your data securely.


As per the demand of the place, tablets can be implemented in the following two modes:

Assisted/ Hand-held

Hand-over the tablets to customers for filling out NPS surveys at places where staff assistance can be provided. For example, Hand over white-labelled NPS surveys on tablets to guests in fine dining restaurants to share their NPS scores. Assisted/hand held mode is also apt for implementation in hospitals where the staff members can carry a tablet and hand it over to the patient post discharge for filling an NPS survey. Assisted mode of tablet surveying can fit into many industries such as Hotels & Resorts, Banks & Financial Sector, Automobile Sector, Events & Promotions, and more that want to give personal attention to their customers and survey them at their comfort.


kiosk Setting up tablets as kiosks is a popular mode of conducting NPS surveys. Personal assistance cannot be provided at all the places, this is where kiosk surveying comes in. Run visually appealing NPS surveys displayed on an iPad or Android tablet mounted on a kiosk stand. The greatest advantage of collecting NPS survey results on tablet kiosk is that you don’t need an internet connection for the same. You can collect offline surveys with Zonka! The survey results get saved in the device itself and can later be synced. The results of NPS surveys taken on Kiosks can be considered most trustworthy as the customer fills them up voluntarily. While kiosks can be installed by any industry with high customer footfall, NPS surveys on Kiosks are most ideal for Retail, Hospitality, Healthcare and Airport environments. For maximum response rates, kiosk surveys can be implemented in various ways.

Kiosk Implementation Ideas
Wall/table mounted Desktop mounted Freestanding kiosks
Wall mounted kiosks are apt for conducting NPS surveys at places such as washrooms, hotel rooms, inside patient wards in hospitals. Integrate these with the POS system at the retail stores, departmental stores, etc. Customers can fill up a quick NPS survey while they are getting billed for the shopping. Free standing kiosks should be implemented at optimum heights at high frequency areas, so that more and more people can come up and fill the survey.


where-to-take-survey Online surveys are the most convenient and cost-effective channels for conducting NPS surveys or any time of surveys for that matter. You can survey your customers at their convenience with online surveys. Also, online surveys are pretty innovative when it comes to their distribution. Create an online NPS survey with Zonka Online survey tool under 5 minutes and generate a survey link there and then. Now this link can be distributed to customers in a lot of ways. You can share this web survey link over email, sms, or even generate a QR code leading to this online survey.


Surveys sent on SMSes are the easiest and fastest way to reach out to your customers. Distributing NPS Surveys on SMS will lead to better response rates and quick results. Moreover, NPS surveys on SMS is an excellent way of gauging customer satisfaction post service. This medium of survey distribution is being actively used by Travel industry (Airlines, Railways), E-Commerce and Healthcare industry. NOTE: It should be kept in mind that SMSes are already too intrusive in nature so their frequency must be regulated so that they do not irritate your customers. Zonka allows you to send SMS to your customers from within the system. Send bulk SMS with Zonka globally. Doesn’t matter where you customers are, Zonka enables multi-location, global SMS campaigns so your feedbacks are well distributed.


  1. An E-commerce website can send a NPS survey on SMS after a person orders from their website. Though the NPS question should be altered in a way that it becomes a transactional NPS survey. The ordering process requires the customer to fill in the contact details. The phone number captured there can be utilized to send an instant NPS survey web link on SMS as soon as the person check out / confirms his order. Looking at such an instant reaction (of sending a survey) from your side will surely encourage your customer to fill up this survey and it will supposedly be honest too as the customer would have just had an experience with your company/brand.
  2. Healthcare environments can also advantage substantially with NPS surveys sent on SMSes. Moreover, NPS scores are usually the highest for Healthcare sector. Web links to NPS surveys can be sent to patients post discharge. If a patient is getting his/her treatment done from a hospital for a prolonged illness, quarterly relationship NPS surveys can be send to such patients. An SMS containing NPS survey link can also be sent to a patient post his OPD visit to the hospital asking him the likeliness to recommend based on his latest visit.


Emails are still the most used and efficient tools when it comes to surveying customers for NPS ratings. It is less intrusive than a SMS and also cheaper. Delivering surveys through email is quick and easy. With Zonka, directly embed online surveys inside email using Zonka’s survey embedding feature. Zonka has a lot of nitty gritty features in store for Email Surveys. Make taking and receiving surveys easier.

  1. NPS Surveys can be distributed on emails post a training session in corporates. The NPS question can be on the lines – “Based on the last training session you attended, how likely are you to recommend ‘Company name’ to your friends and family?” Sending the NPS surveys post the training session immediately to the employees is quite easy and very effective. You can also ask the employees to provide a reason for their ratings in a question followed by the NPS question, so that you can immediately work towards improving their experiences.
  2. NPS surveys on emails can be executed smoothly in Banking environments. The NPS surveys can be send to the customer post they use the e-banking facilities to transfer funds. You can capture the level of their satisfaction instantly and also intercept discrepancies if any by asking them the reason for their ratings.


NPS surveys can also be integrated with websites by embedding a link to the survey. This method has the added advantage of collecting responses without making users leave your website. With Zonka you can quickly generate an embeddable link and start collecting online NPS ratings from the website visitors.

  1. Embeddable NPS surveys are ideal for Food ordering websites, Ecommerce websites, Banking websites, etc. NPS surveys also go well when visitor website feedbacks have to be collected. You can capture the level of satisfaction of your online visitors by conducting NPS surveys Retail establishments can print the QR codes and paste it at highly visible areas within their premises for maximum response rates. QR codes are easy, just scan and you are good to go!embedded on your website. But make sure that you do not make any question mandatory in the survey because the visitor always has the chance of closing the website tab. For higher response rates, make sure the survey pop-up should appear after the user has spent at least a minute or browsed through more than 5 webpages.
  2. For Restaurants providing online ordering through their websites, NPS surveys can be conducted easily. The NPS survey can pop-up on the website once the order gets confirmed and the restaurant can capture the visitor’s satisfaction with the whole ordering process as he/she experienced. An NPS survey can also be shot on SMS or Email after 2-3 hours of order delivery capturing the customer’s satisfaction with the order.

QR code

You can get really creative with executing the NPS survey once you generate a QR code for it. QR codes can be put up on premises in printable format or can be sent online through different mediums. QR codes are super useful if you want to distribute the surveys non-digitally too.

  1. Delivery restaurants can print the survey QR codes on their food delivery boxes and food bills. Implementing the code in such places gives high visibility and the customers can easily scan and take the NPS survey.

Timing and Frequency of Surveys

After deciding on a channel for distributing NPS survey. There is no denying that NPS surveys are the most effective and quickest tool for evaluating customer satisfaction and loyalty. However, it does not mean that you can bombard your customers with a NPS survey whenever you feel like. With surveys in general and specially NPS surveys, timing is everything.

The quality and quantity of the responses that you receive will largely depend upon the timing of the survey. Survey too early and your customers may not have anything substantial to tell. Survey too late, and the customer loses the fresh memory that customer has of his experience.

Timing for sending NPS surveys varies by business type. But remember, The survey should only be sent to the customers after they have experienced enough of your product or service so that they are able to confidently recommend it, or not.

Frequency of NPS survey = Ability to respond

The base rule for the frequency of your NPS surveys should be – only survey as frequently as you can digest the customer feedback. Proactively determine the time that will you will require to respond to your customers, and create an action plan. It does no good to your team and company if you do not have enough time to analyze the customer feedback and responses.

First understand what’s going on with your business and customer experience based on the current results. Once you are done following up with your NPS respondent groups, only then plan your next NPS survey.

Designing Advanced NPS Surveys

Logic based NPS Survey

Who knew something like a survey could be logical too! With Zonka, create intelligent NPS surveys with logic and cater to all the customers with a single survey.

In a NPS survey the customers can choose their score between 0-10 on the basis of their satisfaction levels with the brand. No matter how hard you try but is is quite natural for different customers to have different experiences and satisfaction levels with your brand.

Some may be completely satisfied while the others may not be that satisfied. Such situations are tackled well with logic based NPS surveys as they creates a custom path through the survey, the path depends on the answers provided by the respondents.

For e.g – A hotel – ‘Hills International’ conducts a NPS survey (with survey logic) on kiosk at the time of guest check-out. And based on the respondent ratings, the survey kiosk displays further question that is relevant to that particular respondent.

NPS Question


If respondent rates 9-10 (Promoters), this question gets displayed on the survey kiosk.


The question presents the customers with a predefined selection of reasons, rather than have them submit their own reasons for their ease.

If respondent rates 0-8 (Detractors and Passives), this question gets displayed on the kiosk


Advantages of using Survey logic for NPS Surveys

  • Survey logic gets more actionable data by showing respondents the questions they need to answer.
  • Cater to all the three segments (Promoters, Passives and Detractors) with one single survey).
  • Adding logic makes survey more relevant and quicker to complete.
  • Helps in achieving higher completion rates.
  • Aids in gathering relevant results for more accurate analysis.

Segmenting your data

Segmenting customers

The Zonka dashboard will automatically calculate your NPS score from the collective NPS scores that you receive from your customers. But is this score trustworthy? Can you lay your future follow-up procedure and strategies on them? Obviously not!

It’s a no brainer to segment customers based on their NPS ratings (Promoters, Passives, Detractors.) But the true results can only be uncovered from additional segmentation by metrics that are important to your business.

For example, if you have formulated pricing plans for your product/services, segment your users based on those plans. (free trial users, basic plan users, max plan users, etc.). You will surely notice discrepancies in the overall NPS score and sentiment between the other distinct customer types. This valuable insight will thus help you to strategize further.

However, different industries can set their own custom customer segments the bottom line is grouping the homogeneous customer segment together so that similar kind of follow up plans can be formulated for one customer segment.

Non-customers, Prospect, Freemium & Paying

Similarly, an on-premise business like a restaurant may segment their customers by asking a simple question in the survey –
Q- “How frequently do you visit us?”

  • – I’m a regular
  • – Once in several weeks
  • – Once in several months
  • – This is my first time
  • Respondent that has selected the option “This is my first time” will be a non-customer for the restaurant.
  • The respondent that has selected the option “Once in several month” can be a prospective customer.
  • Respondents who have selected “I’m a regular” and “Once in several weeks” can be considered as real customers of the restaurant.

Now the customer segmentation is somewhat more filtered and NPS surveys can be sent separately to these groups and then follow up can be strategized accordingly.

A SaaS based company can segment various people taking their surveys by capturing relevant customer information, such as type of customer. For example

Non-customer: A non customer for a SaaS company can be a person who has enquired about their product and filled his contact details in the website contact form long time back but hasn’t taken action since then.

Prospective customer: The one who has recently registered for a free trial / demo with the company can be considered as prospect for them.

Freemium customer: A freemium customer could be the one who is currently using the free version / free trial of the product.

Paying customer: A person who is paying for using the software.

Now you can create a custom report as per the customer type based on their NPS scores and then decide which particular segment or which section of a segment to focus on.


Imagine, these are your results. You can create different strategies for focusing on various segments and improving their experience, ideally, one segment at a time.

How different industries calculate NPS

Average NPS scores differ for various industries. A good NPS score may be considered as a bad NPS score for another industry. While dismissing your NPS score as a good/bad score make sure you compare it to other competitors within your industry and to your previous NPS score. The bottomline here is that you get a better NPS score than your previous one. Therefore, to understand your own NPS, it’s useful to benchmark against others in your industry.


Defining Qualifiers

There are a lot of industries using the NPS score currently and what can be considered a “good” NPS varies wildly depending on the industry type and products or services provided by your company. For example, Net Promoter Scores for department stores range from 35-75, with an average of around 60 whereas Net Promoter Scores for Hotels, on the other hand, range from -20 to 62 approx , with a rough average of 30-32.

Such diverse are the average NPS scores for different industry so the personal qualifying scores for good or bad NPS scores would have to be set by the different industries themselves based on their industry type and the ongoing industry trend.

So, while an NPS as close as 100 is considered best but you may only concentrate on making your NPS to be the highest in your industry. Also, one of the best way to judge your NPS will be that you compete with your previous score and try to improve it more than the last time. This continuous competition with your own self to improve your score will ensure that you’re on the right track in terms of providing outstanding services to your customers.