What makes this NPS template ideal for your brand:
- Personalization. Increase the response rate with personalized survey questions and branching logic
- Brandable. Use your own colors and customize the style of your surveys to match your brand, product, or website.
- Contextual. Use triggers and segments to launch the survey at the right time and collect more feedback.
Why use the Net Promoter Score survey template
I guess it goes without saying - No other marketing channel can deliver what referrals can.
According to various studies, for example, customers you
acquire through referrals spend more, and stay with you for longer. In fact, they have a 16% higher LTV and a 37% higher
retention rate.
But there is a catch - Customers won’t recommend your product unless it leaves them satisfied beyond belief. What’s
more, the only way for you to understand their satisfaction and loyalty is by asking them for feedback.
That’s where NPS surveys come in.
What is an NPS survey
The term - NPS (an acronym that stands for Net Promoter Score) - refers
to a metric used to measure customer loyalty, satisfaction, and experience with a product or service.
Originally developed in 2003 by Bain and Co, NPS has become a standard for measuring customer experience, with countless
companies running NPS surveys every day to evaluate their customers’ attitudes towards their products.
What does an NPS survey look like?
One reason why NPS surveys have grown in popularity is their simplicity.
NPS is a single question survey, focusing on asking customers about their likelihood to recommend a product or service
to their family, friends, or colleagues.
The survey looks like this:
Note how simple it is for customers to provide their feedback. All a person needs to do is to choose from options
ranging from 0 to 10.
Based on those responses, you can quickly calculate your NPS score, and
identify three distinct groups of customers:
- Promoters - Loyal and enthusiastic customers who responded with a rating of 9 or 10.
- Passives - Satisfied customers, although not to the point of being willing to spread the word about your product
or service. Passives typically respond to an NPS survey with a rating of 7 or 8.
- Detractors - Unhappy customers who not only wouldn’t refer your product to anyone but would, most likely, spread a
negative word-of-mouth about it. You can tell these customers by their rating of 6 or less.
Why should you be using NPS to measure customer loyalty?
There are several benefits of using NPS surveys:
- NPS helps you determine how many loyal and satisfied customers you have. It also tells you how many dissatisfied
customers you have, and how many of your customers are at a risk of churning.
- NPS scores highlight what your company does well and where you’re falling short. This is an invaluable insight
that can help you improve customer satisfaction, boost referrals, and even drive product growth.
- NPS helps you boost word-of-mouth and acquire more social proof. By identifying and engaging promoters, you can
generate more referrals and collect testimonials and feedback to use as social proof.
- NPS delivers insights to help you improve the product and overall customer experience.
What to ask about in an NPS survey?
One of the most amazing aspects of NPS surveys is their versatility. You can run a survey to evaluate customer
satisfaction with almost any aspect of your product or business operations. You can also run the survey at any point of
the customer journey, from their initial interactions with your product to post-support interactions.
Here are just some examples of questions to ask in an NPS survey:
- When asking about the likelihood of a referral - “On a scale of 0 to 10, how likely are you to recommend us to a
friend or colleague?”
- When asking about the person’s experience with your company - “Considering your experience
with [Insert Your Company Name,] how likely are you to recommend us to a friend or colleague?”
- When asking about the person’s experience as a customer - “Based on your experience of using [PRODUCT NAME]
for [LENGTH OF TIME], how likely are you to recommend it to a friend or colleague?”
And here are examples of follow-up NPS questions:
- “What is the primary reason for your score?“
- “Why would you NOT recommend us?”
- “What could we have done differently to provide a better experience?”
Important to note about NPS survey questions: The primary NPS survey question is close-ended. The follow-up,
however, uses an open-ended format. By structuring the NPS survey that way, you are allowing the person to answer the
survey quickly with a rating, but also elaborate on the reasons for rating you the way they did, should they choose to
do so.
How often should you run an NPS survey?
The ideal NPS survey frequency depends on the type of your survey.
For example:
- You can send a relationship NPS anytime. The goal for this NPS survey type is to measure the overall satisfaction
with your brand, product, or service, after all.
- However, you should send a transactional NPS only after a person has completed a specific interaction with your
brand (i.e., closed a support ticket, etc.).
A note on NPS frequency - Relationship NPS surveys should not be a one-time thing. Ideally, you should be sending those
surveys regularly. By doing so, you’ll be able to evaluate how your NPS scores improve over time.
What to do with the NPS score?
NPS is a universal and versatile metric. You can use it to evaluate customer satisfaction at almost every touchpoint or
product feature. But that’s what can also make this survey challenging. For one, companies often struggle to figure
out how to turn NPS scores into actionable feedback.
Here are just a few ideas of how to use NPS scores to drive product and business growth:
- Identify recurring issues customers face with your product.
- Discover the most important product features, and use those insights to drive product development.
- Identify unhappy customers and prevent their churn.
- Learn who your biggest fans are and engage them for more reviews and testimonials.
- Track customer satisfaction over time.
How to get this NPS survey template?
- Sign-up for a free Refiner account
- Create a survey using this template. You’ll have access to it directly from your account. Optionally, click here
to sign up and go straight to this template.
- Customize every aspect of your survey
- Install our Web-Client or Mobile-SDK
- Publish it and start collecting customer feedback
Why use the NPS Survey Template from Refiner?
Refiner is an advanced product & user feedback collection platform for SaaS and digital products. With Refiner, you can
measure anything from NPS, customer satisfaction, customer needs, product-market fit, and more.
Here is what makes Refiner ideal for your NPS surveys:
Built for SaaS and digital products specifically
We created Refiner with people like you - product managers, product owners, and marketers and growth people at SaaS and
digital products companies - in mind. Because of that, Refiner includes all the features you need to collect actionable
insights from your users and none that you don’t.
Advanced customization and targeting
We understand that As a result, with Refiner, you can customize every aspect of your survey. From branding to advanced
targeting and segmentation options to personalization, Refiner lets you run surveys just the way you want it.
Multiple use-cases
Refiner goes beyond just collecting NPS. With Refiner, you can collect all kinds of customer feedback, and trigger your
surveys through different distribution channels (including web and mobile.)
Intrigued? Grab this NPS survey template and start evaluating your customer loyalty right away.