Why you should customize the NPS follow-up question?

Customer satisfaction and happiness are the only factors that have the capacity to bump up your business success. The leaders of successful business conglomerates have understood the power of customer loyalty, which plays a major role in building a successful market. The Net Promoter Score(NPS) is a scientifically calculated metric that determines customer experience and loyalty. The Net Promoter Score gauges how loyal your customers are by conducting a short two-minute survey.

The main strength of NPS lies in its short format that gives a value that in turn helps in growing your customer base and also encourages your existing customer. By establishing people’s loyalty towards your brand, your business can really kick in more and more customers from the neutral side to the loyal ones.

How to calculate your NPS score?

NPS is a simple scientific calculation that involves three parameters, to start with you have to ask those two questions to your customer. You can just email them directly to your customer this is the simplest form, or you can give a link to the survey from your website, but the email one has more response rates than this.

  1. Calculate the total number of respondents,
  2. Calculate the number of respondents who gave you a 9 or 10, they are called “Promoters”. They are more likely to exhibit value-creating behaviors, more satisfied with the product or service, will stay loyal for longer periods.
  3. Calculate the number o respondents who gave you a score of 0 to 6, they are called “Detractors”. They are less satisfied customers, vulnerable to negative feedback. You may ask, whether 6 isn’t a good score. Sure, but you must think when someone is giving you a 6, they surely feel something is wrong with your product and or in the way it reaches them. If someone asks a “Detractor” about the product they first tell them what is problem with the product instead of its benefits.

The Net Promoter Score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. So, if 50% of respondents were Promoters and 10% were Detractors, your Net Promoter is a score of 40. It is as simple as that.

What is the NPS follow-up question?

An NPS survey consists of 2 questions in its classic form. The first one is,

“On a scale of 0-10, how likely you recommend our product to your friend or colleague?”,

This question is clearly focused on making your customer rate their experience. The next question is the open-ended question which aims to get the reason behind the rating given by the customer, and this question is the NPS follow-up question. This will help in identifying the areas that we need to look into for improving the customer experience.

How customizing NPS follow-up improves your response rate?

The NPS follow-up question is an open-ended one, so it must be designed efficiently so that the customer’s answer must valuable to the company. Here are the key benefits of customizing the NPS follow-up questions,

#1. Better engagement: Framing the right question can easily make your feedback survey work better; your customer can give what you are looking for, increases the survey response rate.

#2. More targeted answers: The properly curated NPS follow-up question can bring the exact experience your customer has undergone, whether your product met their needs or not.

#3. Establish brand voice: Customization helps include your brand voice in your survey to look more uniform in your approach, and customers also feel more oriented towards your brand.

Tips to frame better NPS follow-up questions:

  1. Customization based on score: You can easily segment your NPS follow-up question according to the score. Promoters are loyal ones, so you can ask them about the positives of your product. Whereas the Detractors are the doubtful ones, you can see that you missed to satisfy them.
  2. Always for open-ended questions because each and every customer is unique in their own way. So you cannot just round their feeling with your options, so an open-ended question is the best to know the exact feedback of your customer.
  3. The standard question of “why you had given that score?” can be replaced with dynamic other questions; you can design your question according to the current challenges faced by the company.
  4. Check your response rates: Whatever customization you do to your follow-up question, you have to measure its performance in real-time. The customer response rate is one such factor that can say about the effectiveness of your NPS survey question. So measure it then and there, and make changes accordingly.
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