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NPS Survey Basics Every Business Should Know

Net Promoter Score (NPS) surveys have become a cornerstone of measuring customer loyalty and satisfaction. These simple yet powerful tools ask customers one key question: “How likely are you to recommend our product or service to a friend or colleague?” Respondents rate their likelihood on a scale from 0 to 10, allowing businesses to categorize them as Promoters, Passives, or Detractors.

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A clipboard with a survey form, a pencil, and a stack of completed surveys on a table in a brightly lit room

The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters, resulting in a score between -100 and 100. This single metric provides valuable insights into customer sentiment and can help predict business growth. Companies use NPS surveys to gauge overall customer satisfaction, identify areas for improvement, and track changes in customer loyalty over time.

While NPS surveys offer a quick snapshot of customer sentiment, they are most effective when combined with follow-up questions to gather more detailed feedback. This additional information helps businesses understand the reasons behind the scores and take targeted action to improve customer experience. Tools like Formifyr can streamline the process of creating and distributing NPS surveys, making it easier for companies to collect and analyze this crucial customer data.

Understanding NPS Fundamentals

A group of people filling out NPS surveys at a table with laptops and papers. Smiling faces and engaged expressions show their understanding of NPS fundamentals

Net Promoter Score (NPS) is a widely used metric for measuring customer loyalty and satisfaction. It provides valuable insights into customer sentiments and their likelihood to recommend a business.

Defining Net Promoter Score

Net Promoter Score is a customer experience metric that gauges the likelihood of customers recommending a company’s products or services to others. Developed by Fred Reichheld in 2003, NPS has become a standard for assessing customer loyalty across various industries.

The score ranges from -100 to +100, with higher scores indicating greater customer satisfaction and loyalty. NPS helps businesses identify areas for improvement and track customer sentiment over time.

Companies use NPS data to compare their performance against industry benchmarks and competitors. This metric often correlates with business growth, as satisfied customers are more likely to make repeat purchases and refer others.

The NPS Question

The NPS survey revolves around a single, straightforward question: “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”

This question is designed to be simple and easy for respondents to answer. It focuses on the customer’s willingness to recommend, which is considered a strong indicator of overall satisfaction and loyalty.

The 0-10 scale allows for nuanced responses, capturing varying degrees of customer sentiment. Respondents are categorized based on their scores:

  • Promoters (9-10): Loyal enthusiasts who will keep buying and refer others
  • Passives (7-8): Satisfied but unenthusiastic customers who may switch to competitors
  • Detractors (0-6): Unhappy customers who can damage the brand through negative word-of-mouth

Calculating NPS

The NPS calculation is straightforward:

  1. Calculate the percentage of Promoters among all respondents
  2. Calculate the percentage of Detractors among all respondents
  3. Subtract the percentage of Detractors from the percentage of Promoters

NPS = % Promoters – % Detractors

For example:

  • 100 respondents
  • 50 Promoters (50%)
  • 30 Passives (30%)
  • 20 Detractors (20%)

NPS = 50% – 20% = 30

The resulting score of 30 indicates a positive NPS, suggesting more promoters than detractors. Companies aim for higher scores, as they reflect stronger customer loyalty and potential for growth.

Tools like Formifyr can streamline the process of creating NPS surveys, making it easier for businesses to collect and analyze this crucial customer feedback.

Leveraging NPS for Strategic Insights

A group of people filling out NPS surveys, while others analyze the results for strategic insights

Net Promoter Score (NPS) is a powerful tool for gaining valuable insights into customer satisfaction and loyalty. By analyzing NPS data, businesses can identify areas for improvement and develop targeted strategies to enhance their products, services, and overall customer experience.

Growth and Improvement Strategies

NPS data can drive growth by highlighting areas that need attention. Companies can focus on turning detractors into promoters by addressing specific pain points identified through feedback.

Product development teams can use NPS insights to prioritize features and improvements. This data-driven approach ensures resources are allocated to areas with the highest impact on customer satisfaction.

Formifyr can be used to create customized NPS surveys, allowing businesses to gather detailed feedback on specific aspects of their offerings. This targeted approach helps pinpoint exact areas for improvement.

Segmentation and Target Markets

NPS surveys provide valuable data for market segmentation. By analyzing responses across different customer groups, businesses can identify which segments are most satisfied and which need more attention.

Companies can tailor their marketing and product strategies to specific target markets based on NPS insights. This targeted approach can lead to more effective campaigns and improved customer acquisition.

NPS data can also help identify potential new markets or niches where a company’s products or services are particularly well-received. This information can guide expansion strategies and resource allocation.

Benchmarking and Industry Standards

NPS scores serve as a benchmark for comparing performance against competitors and industry standards. Regular tracking of NPS allows businesses to measure progress over time and set realistic improvement goals.

Different industries have varying NPS benchmarks. Understanding these standards helps companies gauge their performance relative to peers and set appropriate targets for improvement.

Relational NPS measures overall customer satisfaction, while transactional NPS focuses on specific interactions. Both types provide valuable benchmarking data for different aspects of the customer experience.

Tracking industry trends through NPS data can help businesses stay ahead of the curve. By identifying shifts in customer preferences early, companies can adapt their strategies to maintain a competitive edge.