Learn how to execute a Net Promoter Score survey for your company


What is Net Promoter Score?

A Net Promoter Score (NPS®) is a simple metric based on a question that asks a company’s clients how likely theyare to recommend the company to a friend or colleague using a numeric scale of 0-10, ten being extremely likelyand zero being not at all likely.

A typical Net Promoter survey includes two additional questions, which allow for open-ended responses. The first asks the reason for the numerical rating provided in response to the Net Promoter question, and the second asks what the company could be doing dierently to increase the value of their services.
Your client’s willingness to recommend your business is directly correlated with their level of loyalty to your company.

When someone is willing to put his or her reputation on the line to recommend a product or service, it’s very likelyyou have gone beyond mere satisfaction and created a loyal client.

Survey respondents are separated into the following 3 categories depending on the score they provide.

  • Promoters: Respondents that answer a 9 or 10 are highly satised and loyal. They represent your company's strongest allies and are most likely promoting your business to others.
  • Passives: Respondents that answer a 7 or 8 are most likely satised, but may be somewhat indifferent and do not feel loyal to your company.
  • Detractors: Respondents that answer a 0 through 6 are at high risk of leaving to work with a competitor.

Even worse, not only are detractors not likely to refer your company, they are more likely to spread negative reviews regarding their experience working with you online.




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Qualtrics - Do it yourself Enterprise

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If you are looking for a survey technology for your SMB that gives you full control to run the survey yourself then look no further than SurveyMonkey.


How to Establish a Successful NPS Program


Do it right the first time

Before embarking on your first client satisfaction survey, it’s important to do some planning. Laying the right groundwork will ensure long-term adoption across your company and will help you avoid the big mistakes that are often made by companies surveying their clients for the first time. Use the checklist below to help you get started with a successful NPS survey program.


  1. Get buy-in across the company and establish full team involvement
  2. Determine survey distribution and data collection soware
  3. Decide when to survey
  4. Decide who to survey


  • Write survey communication materials
  • Prepare employees for survey launch
  • Send survey and receive actionable real-time feedback
  • Follow-up with non-responding clients


  • Circulate the feedback throughout your organization
  • Follow-up with dissatised clients
  • Share the results internally and externally
  • Differentiate your firm

Planning Your Survey Details

Establish full team involvement

The first step is to assemble your internal champion team to drive your program forward across all levels of the company. It's key to the success of your program that one of these internal champions is from the senior leadership team. Furthermore, to ensure the program receives the attention needed to be successful, appoint one person within your company to own the tactical components of this program.

Determine a means for survey distribution and data collection

A key decision to make while planning your Net Promoter program is how you will distribute your survey and collect incoming responses. Some options include paper-based mailed surveys, web-based emailed surveys, and phone surveys. It’s typically most effective and efficient to conduct an online survey that is emailed to clients.

Decide when to survey

Survey timing plays a critical role in the number of responses you receive, known as your response rate. Research has found that clients tend to read and respond to email more often during business hours as opposed to evenings and weekends, and email sent on Tuesdays and Thursdays tend to garner a higher response rate.

Decide who to survey

Select any and all clients who have billed with you in the past 6 months.  It is imperative to survey both key decision-makers as well as influencers.

Once you determine who you will survey, confirm the accuracy of their contact information. Engage each account manager to review your current database and conrm the client contact information is accurate. This step of the process will be painful the first time out, but it’s critical to the success of the survey, and will prove valuable for other marketing and business development initiatives in the future.

Engage Your Team and Survey Recipients

Write survey communication materials

The initial email sent to your clients inviting them to take the survey should be written utilizing your brand’s voice. This is key to receiving a high response rate to the survey. Additionally, the appropriate relationship manager should electronically sign the email to give your company’s survey a personalized look and feel.

Prepare your team for survey launch

Explain each step of the surveying process internally, including information about what employees can expect and what the experience will be for your clients. For new survey programs, it’s important to focus on receiving a high response rate rather than a high Net Promoter® Score. This will ignite excitement for all the feedback clients will provide - good and bad. In the case that a survey recipient rates your company with a low score, it’s important to prepare your team to successfully follow-up with unhappy clients by providing them with training and sample call scripts.

Send the survey and receive actionable real-time feedback

After your survey has been sent to your clients, you will start collecting the feedback to review and take action. It’s key to the success of your program that critical feedback reaches each member of the leadership team in your company in real-time. Once the survey has closed, ask the leadership team to digest the information and provide bullet-pointed suggestions on improving the score for everyone in your company involved with the account.

Follow up with non-responding clients

While your survey is still open and receiving responses, follow up with clients who have not yet completed the survey. The appropriate relationship manager should make these phone calls. This is a perfect opportunity for them to deepen their relationship with the client by discussing their value to the company and what the company can do differently to further improve the relationship.

Take Action on Survey Feedback

Circulate survey feedback throughout your company

Provide your staff detailed reports of their survey results. Ask them to digest the information and provide bullet-point suggestions on how to improve scores and ideas for how to create a remarkable client experience.

Follow up with dissatisfied clients

When calling an unhappy client, it’s important to address the issue without making them defensive. This can be done successfully by referencing the general issue they raised, and not quoting their direct comment. It’s

important that they feel like action is genuinely being taken to address their issue or they will stop participating in your surveys and possibly stop using your company.

Share the survey results internally and externally

Communicate to all of your company’s clients, not just those who responded, and share results of the survey. Include two things you learned from the survey you’re doing well, one thing you learned needs improvement, and one action item you’re putting into place to make improvements, based on the feedback. This shows clients that their feedback is valued and impacts decisions at your company.

Differentiate your company

Many companies claim they provide the best service, but not many actually spend the resources to establish a program that’s solely dedicated to the happiness of their clients. This is a big point of differentiation. A survey program provides your clients a reason to continue doing business with you. Additionally, top companies use satisfaction scores and testimonials in new business proposals.