What are some best practices for NPS surveys?

NPS is an incredibly simple and accessible method for surfacing more customer feedback and better understanding brand loyalty. However, many companies leveraging NPS often bury it deeper in a more complex survey, keep the feedback hidden from the rest of the team, and end up falling into other associated bad practices.

In this section, we’ll explore a few ways you can ensure your NPS program is top-notch and set-up to collect the highest quality, actionable feedback possible.


Close the loop!

If you’re asking customers for feedback, but not following up, you’re missing out on critical opportunities to motivate your Promoters, nudge your Passives into the 9-10 range, and recover negative experiences experienced by Detractors.

Think of the NPS methodology as a circle split into three parts:

  • Asking for feedback
  • Receiving feedback
  • Following up with customers / acting on feedback

Once you follow-up with customers and act on their feedback, you’ve effectively closed the loop. Not only will your customers feel satisfied that they were heard, but you will have also kept your company customer-centric, as you’ve applied organization-wide changes based on actual feedback.

Another key benefit is that customers are more apt to follow-up in the future if they’re confident that their last feedback had an impact. The more you close the loop, the more you can expect subsequent engagement metrics to climb. 

Interested in some best practices around closing the loop? Check out our Closing the Loop guide!


Share the feedback with the team

Is your feedback only being seen by a few members of the team? If so, be sure to share it around!

One of the key benefits of NPS is that the survey and feedback are both super simple and easy-to-understand. As opposed to long surveys with overly complex calculations and interpretations, NPS is as straightforward as possible: How likely are you to recommend our brand/product and why?

Because of this simplicity, the feedback is far more accessible to all those in your organization, even folks who aren’t directly involved with the survey process. For example, if customers are recently complaining about a site bug, that feedback would be actionable by support teams (addressing the customers’ concerns 1:1), engineering teams (identifying and resolving the bug), and marketing teams (reviewing any social media/reviews that might be negatively discussing the bug).

Integrate with Slack and pump feedback into a dedicated NPS channel. Create Help Scout tickets to follow-up with Detractors. Set-up an Alert to notify team leaders of all feedback associated with their location.

Whatever your method, be sure to review our Alerts, integrations, and general user accounts (which include weekly email digests) to find ways to keep the rest of the team in the loop regarding NPS feedback.


Tie NPS to other metrics and data

The Net Promoter Score, on its own, can help surface insight into areas of customer loyalty, likelihood to recommend (ex. word of mouth referrals), and much more. However, connecting NPS with other metrics and financial data can help drive even more insight based on that customer feedback.

Consider, for example, taking individual NPS results and looking at each customer’s financial behavior over time (ex. when surveyed, 3 months later, 6 months later, etc.) This process will help you answer questions like:

  • Are Promoters retained at a higher rate than Passives and Detractors?
  • Do Promoters increase in spending over time?
  • Do Detractors decrease in spending over time?

The answers to questions similar to those above can help determine the long-term value of moving more folks from Detractor and Passive groups into the Promoter range. With this key financial data, you can also ease the process of getting buy-in from team members related to NPS-driven company changes and initiatives. 

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