How to Create an NPS Survey
Net Promoter Score is the industry standard for measuring customer loyalty. But the value of NPS comes not from the score itself, but from how you use the insights. This guide covers setting up NPS surveys that generate actionable data.
Choose your survey timing
Send NPS surveys after meaningful milestones, not on arbitrary schedules. After onboarding completion, first success event, or quarterly are common patterns.
Design the survey
Start with the standard 0-10 rating question, then add an open-ended follow-up asking "Why did you give this score?" Keep it to 2 questions maximum.
Set survey frequency
Do not survey the same user more than once per quarter. Over-surveying leads to fatigue and artificially low response rates.
Target the right users
Only survey users who have been active long enough to form an opinion. New users within their first week give unreliable scores.
Build automated follow-up flows
Route detractors (0-6) to customer success for immediate outreach. Route promoters (9-10) to a review request or referral program.
Analyze trends over time
Track NPS by cohort, segment, and time period. A rising score validates your product improvements. A declining score is an early warning signal.
Pro Tips
- In-app NPS surveys get 3-5x higher response rates than email surveys.
- Always include the open-ended follow-up; the qualitative data is where the real insights are.
- Share NPS results and verbatim comments with the entire company to build empathy.
- Set NPS improvement targets as team OKRs to ensure accountability.
Conclusion
NPS is most valuable when treated as an ongoing program, not a one-time measurement. Build systematic follow-up processes for each score range, track trends over time, and use the qualitative feedback to guide your product roadmap.
Ready to get started?
Try Produktly free and implement what you learned in this guide.
Start free trial