Dear SaaStr: How Do I Do an NPS Survey Right?
The biggest issue with NPS Surveys isn’t that they don’t work. They do.
The biggest issue is we don’t take the right actions afterwards. And we do them at the wrong times.
To properly gather and use NPS (Net Promoter Score), you need to focus on three things: **execution, automation, and actionability.** Here’s how to do it right:
1. Set Up the NPS Survey Correctly. KISS.
Use the classic NPS question: “On a scale of 0-10, how likely are you to recommend [your product] to a friend or colleague?” Follow it up with an open-ended question like, “What’s the primary reason for your score?” This gives you both quantitative and qualitative data. Keep it simple—don’t overload the survey with too many questions. The goal is to get responses, not overwhelm users.
2. Segment Your Audience. Too Many Don’t Really Do This.
Don’t just send the survey to everyone. Segment your customers by lifecycle stage (e.g., new customers, long-term customers, churn risks) or by product usage. This helps you understand where the gaps are and which segments are happiest—or struggling.
3. Automate the Process
Use easy-to-use NPS tools or even in-app solutions to automate NPS collection. Tie it into your CRM so you can track scores by account and customer segment. Automation ensures consistency and scalability.
4. Time It Right. Don’t Send It During Renewal Season or After a Trouble Ticket.
Timing matters. For example, send the survey after a key milestone—like 30 days after onboarding or after a major feature launch. Avoid sending it during renewal periods or when customers might be frustrated (e.g., right after a support ticket).
5. Analyze the Data. You Have to Tie It To Outcomes.
Break down the results by promoters (9-10), passives (7-8), and detractors (0-6). Look for patterns in the qualitative feedback. Are there recurring complaints? Are promoters mentioning specific features? Use this data to identify actionable insights.
6. Tie NPS to Financial Metrics
This is critical. Track how NPS correlates with churn, upsells, and expansion revenue. For example, do promoters renew at a higher rate? Do detractors churn faster? This helps you quantify the impact of improving NPS.
7. Act on the Feedback. And Set a Real Goal.
The biggest mistake companies make is collecting NPS data and doing nothing with it. Share the results across the company—sales, marketing, product, and customer success. Make NPS improvement a company-wide goal. For example, if your NPS is 30, set a goal to hit 40 by the end of the year. Everyone should know how they can contribute to that goal.
8. Close the Loop with Customers
Follow up with respondents, especially detractors. If someone gives you a low score, reach out to understand their pain points and try to fix them. For promoters, thank them and ask for referrals or testimonials.
Way too often today, vendors barely follow up from negative NPS feedback. That’s a big missed opportunities. Folks that complain aren’t 100% ready to leave. If they are truly gone, they say … nothing.
9. Make It a Continuous Process
NPS isn’t a one-and-done thing. Measure it regularly—quarterly or biannually—and track trends over time. This helps you see if your efforts to improve customer satisfaction are working.
The beauty of NPS is that it’s simple, but it can be incredibly powerful when done right. It’s not just a metric—it’s a tool to align your entire company around making customers happier. And happier customers lead to more referrals, less churn, and higher revenue. If you’re not already doing this, start now. It works.
