NPS Survey
NPS (Net Promoter Score), also known as Net Promoter Value or Word-of-Mouth Score, is an index that measures the likelihood of customers recommending your business or service to others. It is the most popular customer loyalty analysis metric, focusing on how customer word-of-mouth affects business growth. By closely tracking NPS, businesses can achieve greater success.
Understanding NPS Categories
NPS categorizes respondents into three groups based on their scores:
Promoters (Score 9-10): Highly loyal customers who will continue to purchase and recommend your business to others
Passives (Score 7-8): Satisfied but not enthusiastic customers who may consider competitors' products
Detractors (Score 0-6): Unhappy customers with no loyalty to your company
NPS Calculation Formula:
NPS = (Promoters / Total Respondents) × 100% - (Detractors / Total Respondents) × 100%
An NPS score above 50% is considered good. Scores between 70-80% indicate a highly loyal customer base. Most companies typically have NPS scores ranging between 5-10%.
Adding NPS Questions
1. Navigate to the questionnaire editing page
2. Click "Add Rating" → "Scale Question" → Select "NPS Scale"
3. After adding the NPS question, you can customize the question description to match your company's products or services
4. Note: The question options (0-10 scale) cannot be modified
5. It is recommended to add a text question following the NPS question to ask customers why they gave that score
6.You can also use the system templates to create an NPS survey directly.
Viewing NPS Reports
Method 1: Automatic NPS Report (Recommended)
When your questionnaire meets the following conditions:
- Total questions: 10 or fewer
- NPS questions: 3 or fewer
The system will automatically generate and display the NPS report on the "Analysis & Download" page during or after the survey
Method 2: View from Question Details
If your questionnaire has more than 10 questions or more than 3 NPS questions, the automatic report entry will not appear
1. Go to "Default Report" page
2. Find the NPS question in the question list
3. Click "View Details" to access the NPS report page
Analyzing NPS Questions
1. Selecting NPS Questions
When you have multiple NPS questions, use the dropdown menu to switch between different NPS questions for analysis
2.NPS Trend
View NPS scores by time period to identify trends and patterns
3. Custom Distribution Analysis
Add custom distribution analysis using single-choice questions or multi-level dropdown questions from your survey as independent variables
- This feature allows you to analyze NPS scores across different segments (e.g., by age group, department, product category)
- If your survey doesn't have single-choice or multi-level dropdown questions, this option will not appear
NPS Analysis Insights
1. Overall Recommendations Based on NPS Structure
The system provides overall recommendations based on the distribution of Promoters, Passives, and Detractors in your NPS data:
Recommendation 1: Healthy Data Structure
When Promoters account for the majority, with fewer Passives and Detractors, this indicates a healthy data structure. You should focus on understanding the reasons for customer detraction and optimize accordingly.
Recommendation 2: Balanced Non-Promoter Structure
When Promoters, Passives, and Detractors are evenly distributed, this represents a balanced non-promoter data structure model. It is recommended to improve weaknesses while enhancing strengths.
Recommendation 3: Dominant Detractor Structure
When Detractors account for the majority, this represents a dominant detractor data structure model. It is recommended to focus on improving weaknesses.
Recommendation 4: Dominant Passive Structure
When Passives account for the majority, this represents a silent passive data structure model. It is recommended to enhance strengths to convert Passives into Promoters.
2. Reasons for Customer Promotion (Score 9-10)
When a follow-up question is associated with the NPS question and linked to scores of 9-10, it displays user recommendation reasons.
The report shows:
- Associated options from the follow-up question
- Selection count for each option
- Total number of responses
Summary: Options with selection counts above the average are identified as priority improvement areas. These can be transformed into advantage factors that make users willing to recommend your product or service.
Note: The average selection count is used as the benchmark. Options above the average are identified as advantage factors.
3. Reasons for Customer Detractor (Score 0-6)
When a follow-up question is associated with the NPS question and linked to scores of 0-6, it displays user criticism reasons.
The report shows:
- Associated options from the follow-up question
- Selection count for each option
- Total number of responses
Summary: Options with selection counts above the average are identified as disadvantage areas. These represent weaknesses in your product or service and should be prioritized for optimization.
Note: The average selection count is used as the benchmark. Options above the average are identified as disadvantage areas requiring focused improvement.
4. Reasons for Customer Passives (Score 7-8)
When a follow-up question is associated with the NPS question and linked to scores of 7-8, it displays user neutral reasons.
The report shows:
- Associated options from the follow-up question
- Selection count for each option
- Total number of responses
Summary: Options with selection counts above the average are identified as priority improvement areas. These can be transformed into advantage factors that make users willing to recommend your product or service.
Note: The average selection count is used as the benchmark. Options above the average are identified as potential advantage factors that can be developed.
5. NPS Category Comparison
This section displays the following metrics for each option:
- Selection count for each option
- Promoter percentage
- Passive percentage
- Detractor percentage
- NPS Net Promoter Value
Summary: The system identifies the option with the highest Promoter percentage as an advantage direction that can be gradually strengthened, and the option with the lowest Promoter percentage as a disadvantage area that can be optimized. If you want to expand your market, you can start with the option that has the lowest Promoter percentage.
Note: If there are multiple options, the summary will only display the two options with the highest and lowest Promoter percentages.
Important Notes
- NPS questions use a fixed 0-10 scale that cannot be modified
- It is recommended to add a follow-up text question after the NPS question to understand the reasons behind the scores
- Automatic NPS reports are only available for surveys with 10 or fewer questions and 3 or fewer NPS questions
- For surveys with more questions, access NPS reports through the question details page
- NPS scores above 50% are considered good, while scores between 70-80% indicate excellent customer loyalty
- Custom distribution analysis requires single-choice or multi-level dropdown questions in your survey
- Regularly tracking NPS helps identify customer satisfaction trends and areas for improvement
FAQs
Q1: What is a good NPS score?
A: An NPS score above 50% is considered good. Scores between 70-80% indicate excellent customer loyalty. Most companies have NPS scores between 5-10%.
Q2: Can I modify the NPS question scale?
A: No, the NPS question uses a fixed 0-10 scale that cannot be modified. This ensures consistency and comparability with industry standards.
Q3: Why can't I see the automatic NPS report?
A: Automatic NPS reports only appear when your survey has 10 or fewer questions and 3 or fewer NPS questions. For larger surveys, access the NPS report through the question details page in Statistical Analysis.
Q4: How do I analyze NPS by different segments?
A: Use the Custom Distribution feature. Add single-choice or multi-level dropdown questions to your survey, then use them as independent variables in the NPS report to analyze scores across different segments.
Q5: Should I add a follow-up question after the NPS question?
A: Yes, it is highly recommended to add a text question asking customers why they gave that score. This provides valuable qualitative insights to complement the quantitative NPS score.
Q6: How often should I track NPS?
A: Regular tracking helps identify trends. Many companies track NPS monthly or quarterly to monitor changes in customer loyalty over time.
