There are many ways to know what your customers think about your business. The most common and successful method out of all is to send out an NPS survey. It consists of a list of questions that collect data related to customer experience. All types of NPS surveys such as relationship NPS, transactional NPS, brand NPS, and many others generate a net promoter score based on a 0-10 rating given by customers. It is a parameter of how likely they are to refer your business to others. Customers are sent an NPS survey invitation email with a survey link embedded in it. If they don’t answer in the first go, they are sent a reminder email. In case they respond to the survey, they are sent a follow-up email with questions that further explore their rating.

The follow-up email reiterates the request to give more feedback. But how do you ask subtly so that they don’t feel annoyed? This is where the art of writing NPS follow-up question lies. You need to engage with your customers such that it will increase their satisfaction and lead to more referrals. Your choice of questions will impact their overall experience with your brand and so you need to be careful with ‘How’ you ask.

You can either program the survey to present the NPS follow-up question based on the net promoter score or send a separate email with a follow-up question. In either case, you’ll need to frame the question the right way. Below are some of the tips and tricks you can apply while asking follow-up questions on NPS.

Tips & tricks to apply while asking NPS follow-up questions

  1. Use open-ended questions.

You would have already asked a rating or score based question. Now you need to ask a question that will gather feedback that can be used not only quantitatively but also qualitatively. Customers can insert their detailed comments in the text box of open-ended questions. Their feedback can be analyzed to understand what do they like and what do they want you to improve on. Sentiment analysis of these comments or suggestions can bring to the surface the underlying emotion.

  1. Customize the question based on the score.

Based on the score, some of your customers will be promoters, passives or detractors. Hence you need to phrase your net promoter question wording differently for each group of customers. You can use sample NPS follow-up questions below to customize the question based on the type of customer.

  • Promoters:
    • We’re glad you like us. Would you like to refer us to your friends?
    • We’re happy to know you had a great experience with our services. Would you like to spread the word on Facebook?
  • Passives:
    • Thank you for your feedback. Would you like to tell why would you score us that way?
    • We appreciate your feedback. Please share the reason behind your score.
  • Detractors:
    • We’re sorry to hear that. What would you like us to improve on?
    • Thank you for your feedback. How can we improve your experience?
  1. The follow-up email must reflect your brand voice.

Each email is an interaction of your customer with your brand. If yours is a youthful, casual and fun brand, you can be more informal with the language. However, businesses like banks and healthcare organizations should sound more formal.

  1. Create an opportunity to engage with customers

Mostly follow-up questions are open-ended questions that have the potential to create a platform for further communication. Their comments can give you a chance to engage with them and talk further about their experience. It can help you optimize product development or learn more about their business.

NPS follow-up questions can help you discover insights into the customer experience. Taking right action on their feedback can improve their experience significantly and have a better score next time. Thus, it has the potential to convert detractors into promoters. Hence, asking the right follow-up question is key to making the most of the NPS survey. If you need any help regarding how to improve customer experience, we’d love to have a chat with you.