Net Promoter Score (NPS) surveys aren’t just a handy tool—they’re a game-changer for businesses looking to build customer loyalty and boost growth. According to research, companies with the highest NPS in their industry grow revenues roughly 2.5 times faster than their competitors.
That’s a big deal, and it highlights just how impactful these surveys can be. But to get the most out of NPS surveys, you need to use the right type for the right purpose. Whether you’re gauging overall brand perception or digging into specific customer interactions, each type of survey offers unique insights.
What Are the Three Types of NPS?
The standard NPS survey does a great job of understanding loyalty, but there’s more to the story. Different types of NPS surveys—transactional, relationship, and employee—give you deeper insights into specific areas of your business.
Here’s how they work:
- Transactional NPS
Transactional NPS is all about getting feedback on specific moments in your customer’s journey. Instead of looking at the big picture, it relies on a single experience to understand how things went. For example, after a customer makes a purchase, you can ask how smooth the checkout process was or if they found everything they needed. Similarly, after a chat with your support team, you might want to know if they felt their issue was resolved.
The beauty of this approach is that it gives you quick, specific feedback that you can act on right away. If there’s an issue, you can fix it fast, whether it’s streamlining the checkout process, improving how questions are answered, or tweaking a feature. Transactional NPS helps you zero in on what’s working what’s not, and how to make things better for your customers.
- Relationship NPS
Relationship NPS takes a step back to look at the bigger picture—understanding the connection between your customers and your brand. Instead of focusing on individual interactions, it measures long-term loyalty and satisfaction. These surveys are usually sent out regularly, like every quarter or year, to track how customer sentiment evolves over time.
The goal is to see if customers are happy with your brand as a whole. Are they sticking with you? Are you meeting their expectations? Gathering this kind of feedback can help you spot trends, identify areas for improvement, and get a clear sense of how your brand is perceived in the long run. It’s a powerful way to stay on top of customer loyalty and build stronger relationships.
You can also learn more about the differences between Transactional and Relationship NPS surveys here.
- Employee NPS (eNPS)
Then there’s eNPS surveys, which flips the focus inward. Instead of asking customers, you’re asking your team how likely they are to recommend their workplace. This feedback digs into employee engagement, morale, and even turnover risks. It’s an intelligent way to show your staff that their voices matter while building a better, more positive work culture.
Understanding eNPS Beyond the Basics
eNPS isn’t just a score. It’s your gateway to understanding what makes your workplace tick and how to improve it. Here’s how it helps:
First, eNPS measures employee engagement—a simple way to see how connected and motivated your team feels about their work and your company. If the scores dip low, it can reveal underlying moral or management issues that need attention.
Plus, it’s a great predictor of turnover. If you notice a high number of Detractors, it’s a sign that some employees might be considering leaving, giving you a chance to step in before it’s too late.
When you address these issues head-on, you improve retention and foster a positive environment where employees feel valued. Engaged employees are more productive and motivated and help drive better results for your business.
A strong eNPS also strengthens your employer brand, which helps attract top talent who want to work in a thriving and supportive culture easier.
But it doesn’t stop at the numbers. To truly understand your eNPS, you need to dig deeper.
Follow-up questions like, “What’s the main reason for your score?” or “What could we do to improve your experience?” add context to the data. Combining scores with honest feedback gives you a clearer picture of what’s working and what needs fixing.
eNPS is more than a survey—it’s a tool for building an engaged, loyal team. When you listen to your employees and act on their input, you’re not just creating a happier workplace but setting your business up for long-term success.
When Should You Send Transactional NPS Surveys?
Transactional NPS surveys are all about capturing feedback at specific moments in the customer journey. Timing is key to getting the most relevant and actionable insights. Here’s when to send them:
Immediately After a Purchase: Triggering a survey right after a customer completes a purchase lets you capture their immediate impressions of the buying process. This is a great time to gauge their satisfaction with product selection, pricing, checkout experience, and shipping options. For example, you could ask:
- “How likely are you to recommend us based on your recent purchase of [product name]?”
- “How satisfied were you with the checkout process?”
- “Was it easy to find the product you were looking for?”
Following a Customer Service Interaction: Whether it’s a phone call, email exchange, or live chat session, sending a survey immediately after a customer interacts with your support team can provide valuable insights into the quality of your service. Consider asking:
- “How satisfied were you with the support you received today?”
- “How helpful was our support agent in resolving your issue?”
- “How likely are you to contact our support team again in the future?”
After a Product Demo: If you offer product demos, sending a survey right after the demo can help you understand how effective your demos are in showcasing your product’s value and generating leads. Here are some relevant questions:
- “How likely are you to recommend [product name] to a colleague based on the demo you just experienced?”
- “Did the demo clearly explain the benefits of [product name]?”
- “What are your next steps after seeing this demo?”
Following a Website Visit: Triggering a survey as a user is about to leave your website can provide valuable insights into their overall experience on your site. This is a good opportunity to ask about navigation, content clarity, and the overall user experience. For example:
- “How easy was it to find what you were looking for on our website today?”
- “How would you rate our website’s overall design and usability?”
- “Is there anything we could improve on our website?”
When You Need to Measure the Effectiveness of a Specific Process: If you’ve recently made changes to your checkout process, your onboarding flow, or your customer support system, a transactional NPS survey can help you gauge the impact of those changes and identify areas for further optimization. For instance, if you’ve revamped your checkout process, you could ask:
- “How would you rate your checkout experience today?”
- “Did you encounter any difficulties during checkout?”
- “What could make the checkout process even better?”
When You Want to Identify and Address Issues Quickly: Transactional surveys can help you catch negative feedback early on, allowing you to take immediate action to resolve issues and prevent customer churn. You could ask something like:
- “Is there anything we could have done to improve your experience today?”
When You Want to Gather Feedback on a Specific Product or Feature: If you’ve recently launched a new product or feature, a transactional survey can help you understand how customers use it and identify any areas for improvement. You might ask:
- “How likely are you to recommend [new feature] to a friend?”
- “What do you like most or least about [new feature]?”
- “How often do you use [new feature]?”
When Should You Use Relationship NPS Surveys?
Relationship NPS surveys offer a wider lens, focusing on the overall bond between your brand and your customers rather than specific moments. They’re a great way to step back and assess the big picture. Here’s when they really come in handy:
At Regular Intervals: Sending relationship surveys at consistent intervals, like quarterly or annually, helps you keep a finger on the pulse of customer sentiment. These “check-in” surveys provide a snapshot of how your brand is performing over time. For instance, you could ask:
- “Overall, how satisfied are you with your experience as a [company name] customer?”
- “How would you describe your overall relationship with our brand?”
- “Has your satisfaction with our products or services changed over the past year?”
To Measure Loyalty: Relationship surveys are perfect for understanding how committed your customers are to your brand. They reveal whether people see your company as a long-term partner. Try questions like:
- “How likely are you to continue using our products or services in the future?”
- “What factors influence your decision to stay with [company name]?”
- “What would make you consider switching to a competitor?”
For Brand Perception: These surveys also help uncover how customers view your brand at a high level. This is valuable for aligning your messaging and offerings with their expectations. You might ask:
- “What words best describe your feelings about [company name]?”
- “How well do you feel our brand aligns with your personal values?”
- “What do you believe sets us apart from competitors?”
f
To Segment Your Audience: Including demographic or behavior-based questions allows you to break down responses by specific groups, giving you more targeted insights. Questions like these can help:
- “What is your primary reason for using our product or service?”
- “Which category best describes your business or industry?”
- “How long have you been a customer of [company name]?”
For Benchmarking: Over time, these surveys enable you to track trends and measure improvements in your relationship NPS. This helps you understand if your efforts to build loyalty are working. Consider asking:
- “How has your experience with our brand changed over the past year?”
- “How does [company name] compare to other companies you’ve worked with?”
- “Are we meeting your expectations better than we did last year?”
How Does NPS Data Help in Driving Business Growth?
1. It Shows You What Needs Fixing
Ever wonder why some customers leave unhappy? NPS surveys tell you precisely that. When customers point out issues—like slow deliveries or hard-to-reach support—you know where to focus. Fixing these pain points keeps your customers happier and less likely to leave.
2. Helps Keep Customers Around Longer
Retaining customers is way cheaper than finding new ones. With NPS data, you can spot early signs of dissatisfaction and step in before they decide to switch to a competitor. A quick fix or a thoughtful follow-up can make a huge difference in building loyalty.
3. Turns Happy Customers Into Lifelong Fans
Promoters (those giving you a 9 or 10) are your biggest cheerleaders. They stick with you because they genuinely like what you offer. NPS data helps you understand what keeps them coming back so you can double down on what works.
4. Tells You What to Improve Next
Customers often share what they wish your product or service could do better. Maybe they want a simpler checkout process or a feature you hadn’t considered. This feedback helps you prioritize upgrades that actually matter to your users.
5. Brings in Free Advertising
Promoters aren’t just loyal—they talk. A lot. They recommend you to friends, family, and coworkers. This kind of word-of-mouth referral is like free marketing, and it brings in customers who are more likely to trust your brand.
6. Lets You See How You Compare
Curious if you’re doing better than your competitors? Your NPS score gives you a clear benchmark. A higher score means you’re doing something right, while a lower score signals there’s room to step up.
7. Shapes Smarter Marketing
NPS feedback tells you what your customers really love. If everyone’s raving about your lightning-fast delivery or excellent support, highlight those things in your marketing campaigns. You’ll attract more customers who care about the same stuff.
8. Motivates Your Team
Sharing NPS results with your team can be a game-changer. Positive feedback boosts morale, while constructive criticism helps everyone see where they can improve. Engaged employees lead to better customer experiences, and that’s a win-win.
9. Keeps You on the Right Track
NPS is more than just a number—it’s a guide. Over time, it shows whether your efforts are paying off. If your score improves, it’s a sign you’re doing things right. If it dips, you know it’s time to reassess your strategy.
10. Inspires Innovation
NPS data isn’t just about fixing problems—it’s about finding new opportunities. Customers often reveal needs you hadn’t thought of, paving the way for new products, services, or features that drive growth.
Boost Your Growth With the Right NPS
Whether it’s optimizing touchpoints, retaining loyal customers, or turning detractors into advocates, NPS insights have the power to transform how you approach growth. It’s not just about numbers; it’s about using those numbers to create better products, stronger relationships, and a thriving brand.
When you leverage NPS data the right way, you’re not just growing your business—you’re building a community of customers who believe in what you do. And that’s where the real magic happens.
NPS survey software platforms like Qualaroo make this even easier. With its gentle Nudges™, advanced targeting, and intuitive design, Qualaroo helps you collect actionable NPS feedback directly from your website. So, create NPS surveys that work harder for you, and watch your business grow with purpose and precision.
What are the NPS promoter categories?
Promoters are the stars of your NPS results—customers who score 9 or 10. They’re your most loyal and enthusiastic supporters, actively recommending your brand to others and contributing significantly to growth through referrals and repeat business.
What is the difference between KPI and NPS?
KPIs, or Key Performance Indicators, measure overall business performance across various metrics like sales, website traffic, or customer acquisition costs. On the other hand, NPS is a specific KPI that zeroes in on customer loyalty and satisfaction. While KPIs track a company’s progress toward its goals, NPS provides unique insights into how likely customers are to promote your brand. Both are essential but serve distinct purposes.
FREE. All Features. FOREVER!
Try our Forever FREE account with all premium features!
