NPS (Net Promoter Score) is a management tool that can be used to gauge the loyalty of customer relationships. The score is calculated based on responses to a single question: How likely is it that you would recommend our company / product / service to a friend or colleague?
The scoring for this answer is usually based on a 0 to 10 scale (with 10 being the highest). Additional questions sometimes found on a NPS survey include "What do we do well?" and "What could we do better?". Read more about the Net Promoter Score on Wikipedia.
Let's take a look at how to create one.
What This Example Will Cover
In this example, we'll be building a NPS survey to send to our customers via email (though you could also use our platform to send it via SMS if you wish).
Before you begin, you'll need to have your list of contacts that you wish to send the survey to. Don't worry if you don't have any survey fields yet - we'll create these as part of the process. You'll also need to have a basic email created that you can link people to the survey from.
- Let's begin by building the survey form. Select Lists and Forms from the sidebar.
- Double-click on the list that you'd like to send your NPS survey to. All of the forms associated with your chosen list will now appear as different tabs near the top of the screen.
- Click on the
The ability to add extra forms is only available on the Business or Pro-Marketer plan types. If your account is on the Starter plan, you'll need to edit your existing Update Profile form (if not already in use) and use it for this survey.
(add new form) icon to the top right to create a new form; select the Update Profile form type and give it a name, such as 'NPS Survey'.
- With your form selected in the tabs along the top, ensure the Update Profile sub-tab is selected too, as shown.
- Click to the right hand side.
- We now need to create the various fields which store the answers to our three survey questions; let's begin with the 0-10 number scale. We'll create this as a radio button; so select Radio Button as the field type.
- Now give the field a name; for example 'NPS Score'.
- Use the Radio Values section to create a value for each of the eleven numbers in the scale - 0, 1, 2, 3, 4, 5, 6, 7, 8, 9 and 10. You can either rename or remove the two options that come as standard with radio button fields.
- Finally, edit the Field Display Name field to read something a little friendlier for the end user completing the survey. For example: 'On a scale from 0-10, how likely are you to recommend us to a friend or colleague?'
- Click . Your new field has been added to your form.
- Let's create another new field - this time for the first of two text-field questions. Click to the right hand side.
- Select the Comment Field field type.
- Give the field a name; for example 'What do we do well?'.
- Click .
- Now we'll create our final new field. Click to the right hand side.
- Select the Comment Field field type again.
- Give the field a name; for example 'What could we do better?'.
- Click .
- Now that we have our three new fields created, you can redesign the form to move the fields around, change the font & colour settings, add a logo and so on.
Design & Customise the Appearance of a Form If your form has other fields on it that you don't want to display (such as name, email address, etc), click the 👁️ icon on the right hand side to hide these fields.
- Once your form is ready, click .
- Next, we'll link to this survey from from an email. Select Messages from the sidebar.
- Locate your survey email and double-click on it to open it for editing.
- Now we'll need to add a link in our email, that takes users to the survey form. Select the text, button or image that you'd like to make clickable and insert a link.
Insert Links Into an Email
- When prompted to insert a link, choose Web Forms as the link type, then locate and select your new survey form.
- Click .
- Click . Your email now includes a link to your newly created NPS survey form.
You can also hard-code values, such as the 'NPS Score' field, via a URL. So rather than link to your NPS Survey form and let the user select a value, you could have eleven links or buttons (for 0 - 10) inside your email, each with their own (slightly different) link to the same form. You would not need to display the value on the form, as it will still be known through the URL parameter - essentially, a hidden field.