As can be seen in the above sample, a good NPS survey is advised to contain the following elements:
- Short & simple intro: introduce the survey VERY briefly and get people into it as quickly as possible.
- The question: “How likely…?”
- Follow-up question: “Why?”
It is important that the survey results can be quickly and efficiently collected. Sending the survey right after a purchase confirmation mail or in a banner on a landing page is a safe way to go, annoying the customer is the last thing you want to do. Using paper forms to conduct these types of surveys is also possible but you’ll likely get skewed results if you ask them face to face. Not to mention your audience will be a lot smaller and this will lead to your results being less reliable.
Tip: While the 11-point scale (0-10) remains the most popular option, the 7-point scale (1-7) is becoming more common. People are less likely to pick randomly on this scale. Researchers theorize that fewer options are less overwhelming and reduce random answers.
In addition, the unfamiliarity of a 7-point scale may throw people off guard, causing them to think before answering, which may make their answers more accurate.