How to use NPS surveys in your marketing experiments: A step by step guide

Using Net Promoter Score (NPS) surveys in marketing experiments can help you gauge customer loyalty and satisfaction. Here’s a step-by-step guide on how to incorporate NPS surveys into your experiments:

Step 1: Define Your Objective

Start by defining the objective of your marketing experiment. This could be improving customer loyalty, identifying areas for improvement, or evaluating the effectiveness of a specific marketing campaign. Your objective will guide your NPS survey design and analysis.

Step 2: Determine the Target Audience

Identify the target audience for your NPS survey. This could be your existing customers, customers who recently made a purchase, or a specific segment of your customer base.

Step 3: Design Your NPS Survey

Create your NPS survey. The key component of an NPS survey is the NPS question: “On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?” Additionally, you can include follow-up questions to gather more insights or demographic information.

Step 4: Decide on Survey Distribution Method

Choose how you will distribute the NPS survey. This could be through email, in-app notifications, website pop-ups, or any other relevant channel. Ensure it reaches your target audience effectively.

Step 5: Implement the NPS Survey

Launch the NPS survey and collect responses from your target audience. Make sure the survey is easy to access and complete, and consider incentivizing participation if appropriate.

Step 6: Collect and Analyze NPS Data

Collect the NPS survey responses and analyze the data. Calculate your Net Promoter Score by categorizing respondents into Promoters (score 9-10), Passives (score 7-8), and Detractors (score 0-6). Calculate the percentage of each group and subtract the percentage of Detractors from the percentage of Promoters to obtain your NPS.

Step 7: Analyze and Segment NPS Results

Analyze the NPS results based on your objective and segment the data to identify patterns or differences among customer segments. This can help you understand what factors drive loyalty and satisfaction.

Step 8: Draw Conclusions and Take Action

Based on the analysis, draw conclusions about the impact of your marketing efforts on customer loyalty and satisfaction. Identify areas for improvement or opportunities to leverage positive feedback. Use the insights gained from the NPS survey to inform your marketing strategies and initiatives.

Step 9: Implement Changes and Monitor Results

Implement changes or improvements based on the NPS survey findings. Continuously monitor your NPS over time to track changes and measure the impact of your marketing experiments on customer loyalty and satisfaction.

Step 10: Repeat and Iterate

Regularly conduct NPS surveys to gather ongoing feedback and track improvements. Use the feedback loop to continuously refine your marketing strategies and experiments, aiming for higher NPS scores and increased customer loyalty.

Remember to respect customer privacy, adhere to data protection regulations, and ensure transparent communication about the purpose and use of the NPS survey.