A Better Net Promoter Score:
How NPS Surveys Can Improve
Customer Loyalty

Loyal customers are a big part of business. Whether they’re renewing a subscription, calling for service, or visiting an eCommerce or brick-and mortar-store, loyal customers always return to companies they trust. If their experience with your company is especially positive, they might even recommend your products and services to friends, family, and other members of their network.

Every company wants a positive, mutually beneficial relationship with their customers. But many get stuck when it comes to the steps they need to take to foster and increase customer loyalty. Net Promoter® Score (NPS) surveys help you track and measure customer loyalty—a metric widely considered to be the biggest contributor to revenue growth.

Focused on a single, direct question, NPS surveys are the perfect vehicle for understanding exactly how customers represent your company to friends and colleagues. But there’s more to these types of surveys than just the results; NPS surveys are one of the best ways to gather the data you need to improve customer relations.

How Does It Work?

NPS Survey respondents are grouped into 3 categories based on their answer to the initial question: detractors, passives, and promoters. The NPS score is calculated by taking total percentage of “Promoters” and subtracting the total percentage of “Detractors”. While calculating this score is fairly simple (and requires only one question), improving it requires greater insight and understanding than numbers alone can provide.

An accurate Net Promoter Score you how likely it is that your customers would recommend your company/products/services to a friend or colleague. This recommendation can be influenced by a number of factors, from the customer’s last interaction with your organization to the quality of your products, and the helpfulness of your customer-facing employees. By asking questions and learning more about these influences, your satisfaction surveys can become more than just a metric. The data you collect can help you create new goals and make positive changes to your organization that demonstrate your dedication to customer feedback.

What’s the Solution?

If you’re looking to improve on a low Net Promoter Score, the key is to use surveys to find out exactly why customers do or don’t recommend your organization, then improve on those issues. By using a dedicated survey platform to collect and understand that information, you’ll have the tools you need to make the changes your customers want to see in your organization.

Key Survey helps you take your NPS score and ask customers ‘why’—why they feel positively or poorly about your company, why they may or may not recommend you to others. To do this effectively, NPS follow-up surveys must be designed properly and function flawlessly to ensure an optimal user experience that promotes engagement and progression from one question to the next. Key Survey makes this easy to do, with user-friendly formatting and branching logic that creates a seamless user experience.

Every company wants eye-popping analytics to measure data and they all have their own requirements for how they want to visualize that data. Key Survey offers dynamic BI Dashboards that lets anyone with basic computer skills easily drilldown and compare various sets of data.

If you are new to NPS or want to get up and running immediately, Key Survey’s Professional Services team will work hand-in-hand with you to set up your NPS program, or develop the survey for you. This can be extremely helpful for ensuring the more complex elements of your NPS solution (such as automated workflows and data integrations) are operating smoothly and as intended.

Net Promoter Score is a trademark of Satmetrix Systems, Inc., F.Reichheld, and Bain & Company

by Rachael Smith
@Key Survey