In Zendesk Support, you can send Net Promoter Score℠ (NPS®) surveys to your customers. Although the sending of the actual NPS survey is very simple, you might want some best practices to make sure you go about sending the survey and interpreting the results in the best possible way. This will make NPS a valuable asset to your support team and your company as a whole.
The power of NPS is not in the feature itself but in how you use it. We’ve created a 3-part series to walk you through best practices on how to best utilize NPS:
- What is NPS and how does it help me?
- The most effective way to send an NPS survey (this article)
- Analyze your NPS results and take action
This second article in the series walks you through the best ways to send out your NPS survey campaigns to gather the most valuable feedback without bias.
Customizing your survey
Sending your first NPS survey takes just a few steps.
One of those steps is customizing the NPS survey to fit your company’s brand and use case. When you create your first NPS campaign, you’ll notice that you are limited in the customization of the NPS question, “How likely are you to recommend company x to a friend or colleague?”
The reason Zendesk does not give you free reign to edit this question is so that we can eventually create an NPS benchmark that you can use to compare your NPS against your peers in your industry. Keeping the NPS question consistent in our product ensures the integrity of the survey and enables us to create a Zendesk benchmark for our customers.
- Friend or colleague
- Friend
- Friend or family member
- Colleague
Additionally, on the confirmation page, you can fully customize the follow-up question. The default follow-up question is “Will you share why?” but you can use this as an opportunity to gather additional feedback or ask any question you want.
Your customers are... | NPS question: Referred customer dropdown | Ideas for follow-up question: Ask anything you want |
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Businesses |
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Consumers |
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Employees/coworkers |
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Sending out the survey
Ready to ask the NPS question? Be sure to survey a group of customers that is both large enough to allow for statistically meaningful conclusions and varied enough to be representative of your overall customer base.
Survey the right number of customers
What is the “right” number of customers for your organization? That depends on how concerned you are that your sample data are accurate. You’d probably like your survey results to be error free, but, unless you’re willing to survey every customer, that preference is unrealistic. Instead, you can save time and money by surveying only a subset—or sample—of your customers.
Let’s walk through an example for your company. Suppose you are interested in surveying a sample of your customer base and you’re willing to accept a moderate amount of error—about 10%—in your data.
Assuming a 10% acceptable error rate and using the sample size equation in the “Numbers, numbers, numbers” section, you’ll need about 250 customers to respond to your NPS survey.
In order to obtain this recommended sample size, you’ll need to invite a larger number of customers to take the survey than will actually respond to it. We’ll assume a response rate of 15%, which is the typical response rate that other Zendesk Support customers have experienced with their NPS surveys. It’s usually better to invite too few people than too many at first. You can always invite more customers in subsequent surveys.
So, assuming a 15% survey response rate and using the invitation equation in the “Numbers, numbers, numbers” section, we see that you should send your NPS survey to 1,700 customers. What if you’re a smaller company and don’t have enough customers to send the recommended number of invitations? In that case, we recommend you invite all of your customers with the aim of collecting responses from as many of them as possible.
- Send the NPS survey to a minimum of 1,700 customers.
- Given a 15% response rate, you can expect to receive approximately 250 responses.
Survey a representative sample of customers
Now you know how many customers you should survey, but surveying just the right number of customers is not enough. You must also survey customers who are representative of your entire population of customers.
Surveys are a way of inferring the characteristics of a large group—for example, all of your customers—from a small sample of it. In order for this inference to be valid, your sample of customers must accurately represent the total population of your customers. But how do you create such a sample?
We recommend using one of the various randomizer tools available on the Internet.
Adopt a regular survey schedule
After you’ve sent your first NPS survey, chances are you’ll want to send follow-up surveys in order to track changes in your NPS over time. Plan to send follow-up surveys on a regular schedule, controlling for events like product launches or website downtime, which can bias your NPS score.
NPS is a long-term measure of customer loyalty, so consider picking one or two dates each year to collect NPS scores and stick with that schedule. If you have a very large customer base, you can run NPS surveys monthly if you’d like. Just be sure to only ask the same customer for their rating no more frequently than every six months.
To help facilitate a regular survey schedule, Zendesk’s NPS feature comes pre-built with a best-practice survey setup. You’ll be able to send an NPS survey once a day. Additionally, a customer will receive your survey only once every 90 days. This way you’re not accidentally spamming your customers.
Don’t survey more frequently than you can respond
If you’re looking for guidance on how frequently you should survey, a great rule of thumb is to only survey as frequently as you can digest the customer feedback, respond to your customers, and create an action plan. It does your team and company no good if you do not have enough time to analyze the customer feedback and responses, understand what’s going on with your business and customer experience, and set forth next steps for improvement.
When you apply these best practices to your NPS survey campaign, you’ll be ready to start asking customers for their NPS ratings. As you gather responses and feedback, check out the final article in our best practices series, Analyzing your NPS results and taking action.
Numbers, numbers, numbers
So where did all these numbers come from? Recommended sample size was calculated using the equation:
where:
- n represents the recommended sample size.
- z represents the standard deviation associated with the chosen confidence level. We recommend using a 95% confidence level, which essentially means you’d expect to get the same NPS score 19 times if you surveyed your customers 20 times within the same time period.
- e represents the margin of error you’re willing to accept. We recommend a margin of error of +/-3% if you’re willing to accept only a low degree of data inaccuracy, +/-5% if you’re willing to accept a moderate degree, and +/-10% if you’re willing to accept a high degree of data inaccuracy. A margin of error of +/-5% is most common.
represents the variance in NPS scores and was calculated using the equation
where:
represent the population proportions for Promoters, Passives, and Detractors,
with =
and NPS =
.
For your first NPS survey, we recommend assuming that your customers are equally distributed across the three NPS groups, so that ⅓ are Promoters, ⅓ are Passives, and ⅓ are Detractors. You can adjust these proportions as you get a better idea of how your own customers are distributed across the three groups.
Using the formula:
and applying the guidelines noted above, we calculated recommended sample size using a high level of tolerance: +/-10%. If you’re willing to accept only a moderate level of error, you’d replace “0.10” in the denominator below with “0.05.” If you need especially accurate data, replace “0.10” with “0.03.””
n =
Recommended number of invitations was calculated using the equation I = n/r where: n represents the recommended sample size and r represents the expected response rate.
I = 256/.15 =1706
- Send the NPS survey to a minimum of 1,700 customers.
- Given a 15% response rate, you can expect to receive approximately 250 responses.
**Net Promoter, NPS, and the NPS-related emoticons are registered trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.
14 Comments
I agree with Dawkins. Not just the NPS survey but the Satisfaction survey. It really should be customizable. You already proved you can make a data model that handles binary responses, and responses from 1-10. The question text on both surveys should be editable. Ideally you would be able to expand to at least 2-3 questions as well (non open-ended). This would increase the value of both surveys significantly for many companies.
Needless to say putting all this in Insights so it can be sliced by issue, office, agent, and a host of other measures for analysis would be invaluable.
In the article it is been assumed that you receive a 15% response rate in your NPS mails sent through Zendesk. Now we have 1%. How to improve that?
@Pallavi,
I would recommend to continue sending the surveys, but to also make sure to send them to all your customers so you are more likely to get responses. Really, it's up to your customers to fill them out, so if you give them the opportunity hopefully they will take it :)
Hi all!
We are stoked to inform you that the first version of our Loyalty Radar app is out and available for installation in your Zendesk as a private app. You can download it from this article. Before you proceed to the installation, we recommend to take a look at a couple of other articles that we created to guide you through the installation and setup processes.
Nice series!
I saw one little typo:
"We recommend using one of the various randomizer tools available on the Interne."
Oops! Thanks for letting us know, James. It's fixed now.
And glad you like the series!
I'm most interested in measuring NPS scores of different customer types and comparing them to each other. Specifically, I'm interested in knowing how the feedback of a customer who is in-trial differs from a customer who has been with us for 2-3 months, or a customer who has been with us for 6-months, or a customer who has been with us for over a year.
Do I need to launch a different NPS campaign for each of these groups? If so, is there a good way for me to compare the data?
Thank you for your question, Brad.
You are correct, you will need to construct a few unique NPS Surveys to capture the information you're looking for here. You can do so either by uploading a custom, external CSV File or using Customer Lists, should you have that particular function. (https://support.zendesk.com/hc/en-us/articles/203691146-Creating-and-using-customer-lists-Professional-Add-on-and-Enterprise-Add-on-)
Once you close out these NPS surveys you will be able to compare past surveys by selecting a date range. Your options are described here (https://support.zendesk.com/hc/en-us/articles/203981113-Analyzing-your-Net-Promoter-Score-survey-results-Professional-Add-on-and-Enterprise-Add-on-#topic_n3y_5n4_mn).
Thanks!
I would really like to measure these responses by customer-type simultaneous to each other.
I can understand the desire there, Brad, unfortunately there is not a best time frame to suggest. It is dependent upon your own workflow's needs. If you are looking for relatively contemporaneous results I would recommend about a week's lifecycle for each of these, if you feel that would be long enough.
Hi
Regarding how often to survey customers you are mentioning: " Just be sure to only ask the same customer for their rating no more frequently than every six months."
Could you provide more information on why 6 months? Has research been done on how often to survey business customers and why?
Thanks
Hey Gilbert,
I did a quick Google search and it looks like sending out the survey every 6 months or so is fairly standard so as to not overload your customers. Here's an example blog I was able to track down for you: How to Use Net Promoter Score® (NPS®) to Drive Growth
Let me know if you have additional questions for me.
Thanks!
These articles are great, thank you. I’m trying to do an NPS survey for my company for the first time. Is best practice to survey as few or many people as needed to get a score with the desired confidence level or to survey as many people in your population as possible? My research expert is telling me as long as the confidence of the score is there via a representative sample there’s no need for send the survey to all users, ever. But I’m getting requests from executive team members to survey the whole userbase over the course of the year, to start tracking the trend of the score. Meaning if there’s 50k users, aim to survey 12500 quarterly in waves and look at at the trend.
Hey Jenny,
According the above article, it's recommended to send a survey to a sample portion that can best represent your user base as a whole. Perhaps others with more experience with NPS can jump in here and offer up some advice for you :)
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