Skip to content
Skip to content

    How to measure customer satisfaction with NPS surveys

    By Anders Björklund

    How to measure customer satisfaction with NPS surveys
    Apr 4, 2019| 3 min

    NPS is the abbreviation for Net Promoter Score. It's a metric for assessing loyalty to a company, brand, product, or service, but it can also be used as an indicator of customer satisfaction. NPS surveys are easy to implement, and the results are easy to calculate. In this article, I'll glance at how it works. 

    NPS

    A net promoter score survey is based on a single question: “How likely is it that you would recommend us to a friend or colleague?” 'Zero' means 'not at all likely', and 10 means 'extremely likely'.

    Customers are then divided into three categories:
     
    • Score 9-10. Promoters; your most loyal respondents.
    • Score 7-9. Passives; satisfied but enthusiastic.
    • Score 0-6. Detractors; who are unhappy.
    Once the survey concludes, we calculate the results by subtracting the percentage of detractors from the percentage of promoters. This gives you a figure between -100 and +100, your new net promoter score.

    NPS is very straightforward, allowing you to benchmark your company’s results against others in your industry. When Zooma and our friends use NPS, we always add a question that lets respondents briefly explain their score. The result indicates their satisfaction and usually lets us know where and how we need to improve.

    Sometimes our friends ask for advice on how to get customers to complete NPS surveys. Therefore, I've put together a presentation (.pptx) with tips for improving your survey response rate. Hopefully, it'll be helpful as you try to boost your customer satisfaction.

    For more information about the role NPS plays in customer satisfaction, please have a look at our customer satisfaction guide. It expands on this article and mentions a few other ways you can measure and improve your customer satisfaction rate.
    zooma-meeting-room
    Get the guide to increasing NPS response rate

    Get the guide to increasing NPS response rate

    Get the guide
    #customer satisfaction
    Anders Björklund
    Anders Björklund is the founder and CEO of Zooma. Since starting the agency in 2001, he has helped shape Zooma into a partner that advises, produces and drives ambitious B2B companies forward. Over the years, Anders has worked with hundreds of companies, helping them become more digital and more effective online. He focuses on connecting business strategy with practical execution, turning complex offers into clear communication that works. A large part of his day-to-day involves working with our customers' sales teams and leaders to boost their knowledge and effectiveness. He's known for his inquisitive nature and for asking a lot of questions (often the uncomfortable but necessary ones). He's also a sports fanatic — and of course, a dedicated GAIS supporter.
    Customer satisfaction
    Keep me updated!
    Subscribe