We all know how valued customers are to every business. The key concern for every business is to stay relevant in the marketplace in which it operates. It can only be achieved through positive word of mouth, and this is where the Net Promoter Score plays an important role.
As we all know, NPS is a metric that determines how likely are your customers to recommend your product or service to others. The score is calculated on a 0-10 scale where 0-6 scores are known to detractors or those who are unsatisfied with your brand. Scores 7 and 8 determine the passive scores or those who are neither satisfied nor dissatisfied with your brand while scores 9 and 10 are promoter scores identifying those who are highly satisfied with your brand and surely would recommend the same to others.
Now the generic NPS question, which is widely recognized and seen in most surveys, asks "how likely are you to recommend this brand to friends and family?".
Zykrr believes in introducing innovative techniques to fellow CX patrons which help in capturing maximum responses and actionable insights. All in all, the end goal is to establish a healthy customer experience journey to grow your business.
With changing expectations of your customers, it's time we tweak our classic NPS question and make it more specific and relatable to the customers.
Here are five ways Zykrr suggests you can frame an NPS question:
1. Ask about a specific product or service:
Asking for a recommendation for your brand/organization is one way of calculating your NPS, while the other way could be to ask for a recommendation for a newly launched product/service availed by your customer. This leaves a more personal touch and also allows you to understand the relevance of each offering or capability of your business. Hence, the new way of asking the NPS question would be, "How likely are you to recommend our (specific product/service) to others?"
2. Ask for suggestions:
On receiving a low NPS score, your next aim should always be to learn where it went wrong. Customers appreciate brands that ensure improvements to meet their needs. It is only through these advancements that you will stay relevant in the long run. Hence, a very important question on your survey should be, "What was missing in your experience with us?"
Similarly, for a promoter score, your study to evaluate and analyse the score shouldn't come to an end. It is vital to understand the reason behind the score to continue serving your customers with a similar level of satisfaction, if not more. Therefore, a follow-up question to a high NPS score should always be, " What experience with our brand did you value the most?"
3. Finding reasons to justify your relevance:
The relevance of your brand is justified when your product or service adds value to your customers or helps in resolving a problem they face. It is crucial to understand how your customers resonate with your product/service. Your survey should have a question that asks, "How does our product meet your expectations?" or "What problem does our product/service solve for you?"
4. Recommendation Redefining the target:
A classic NPS question will mostly ask if you are "likely to recommend a product/service or the brand as a whole to your friends or family". However, it should be noted that for niche products, recommending those to their close circle of friends or family might not be too beneficial. Give your customers a hint as to who they should recommend this to.The question could be framed as "How likely are you to recommend our product/service to someone with similar interests" or "How likely are you to recommend our product/service to someone with similar business challenges?"
5. Asking customers to rate a specific experience:
Nudging customers to recommend your brand based on their latest experience is a great way of evaluating how fondly they remember their interaction with your brand.
A customer might have positive sentiments about your brand but an unfortunate recent experience with the same too. In that case, the question asking how likely they would be to recommend your brand might not be the correct representation of their sentiments. Instead, more funneled questions such as " Based on your recent purchase/service experience with our brand, how likely are you to recommend the same to someone with similar interest?" Or "Based on your recent interaction with our customer support at our organization, how likely are you to recommend the same to someone with similar interest?" is a better way of capturing the right voice of the customer.
NPS is thus a critical metric that gauges the quality of customer service your customers experience at your organization. With changes in outlook and perceptions of your customers, being accurate with the kind of information you wish to seek from your surveys and framing the questionnaire accordingly is vital. Hence, your survey should have questions that are interactive and smart, thereby adequately capturing the right customer sentiments.