Net Promoter® Score – New Question Type on SmartSurvey

We recently rolled out an update to SmartSurvey to add the functionality to quickly create surveys using the Net Promoter Score question.

You can find a more in-depth explanation of what net promoter scores are on our dedicated page, but just to briefly recap, It’s a measure of how happy your customers are with your business, based on the answer to a single question, asking how likely your customers are to recommend you to friends or colleagues, then distilling the responses into a single score between -100 and 100.

Using Net Promoter Score with SmartSurvey.

Adding Net Promoter Score to your surveys is quick and simple, as the question appears as one of the standard question types in the drop-down when creating a new question for your survey. A couple of clicks is all it takes, and you’re done.

So what do I actually do with them?

You can make a pretty powerful, but also quick, customer satisfaction survey, by simply using the net promoter question, followed up by a “why” and a text box – because fundamentally the answers to those two questions tell you if customers are truly satisfied, and what the reason for that is, allowing you to put those two pieces of information into use to identify what it is about your business that may be making users unhappy.

In fact, what we’re doing here is treading on a lot of ground we covered in the post “Creating valuable customer satisfaction surveys”, so we won’t go over the whole thing again, rather look at what you do with the data you’ve got.

Interpreting the score.

So, it’s all very well having this number to look at, but what does it actually mean? At the extremes, it’s pretty easy. 100 means all your customers love you, and are probably singing your praises to their friends. -100 means you have a serious problem, because your customers are coming away from contact with you so soured they’re complaining about you. But what about in the middle?

Well, as a rule of thumb, the most successful companies, the ones growing fastest, tend to score around 50-80. However, this is where it gets harder because it’s not so much the absolute score that matters, more how your score compares to others in your industry – a number that looks high is still an issue if it’s lower than all your competitors. Benchmark reports are available from Satmetrix.

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