NPS, acts as a leading indicator of growth. If your organization’s NPS is higher than those of your competitors, you are more likely than them to outperform the market,

1. Comparison. Suggestions. Validation
NPS
I M P R O V I N G R E S P O N S E R A T E
NABEEL KAMILI

2. NET
PROMOTER
SCORE
One Simple Question.
A Grading Scale(usually 0-10).
Use responses to this simple question
to test Customer Loyalty
How likely are you to recommend
our company to a friend or colleague?
DEFINE

3. NPS SURVEYS
IS EASY
BUT SENDING OUT
RESPONSES
IS NOT
COLLECTING
Did You Know?
The Average Response Rate
of Surveys

4. You Can't Clap
with One Hand
RESPONSE
RATE
A HIGH
RESPONDER
BIAS
MINIMISES
Responses mean an
Ineffective Survey
Not Enough

5. HOW DO
COMPANIES
COLLECT
NPS?
Lets look at some NPS
measurement forms for 5 top
players in different industries
DEFINE
Consumer Electronics
Software
Accounting
IT Hardware
Telecommunications

6. COMPARE
Click to Start
Survey
Too Many
Question
Medium-Email is Personal
Incremental Data Collection
preserves data even if
respondent leaves survey
midway
With each added click or
question, your chances of
someone opting out of a
survey drop 50%.
Did You Know?
REDUCE
CLICKS
Takeaway
50%
1 Click
=

7. COMPARE
Colors and fonts
Embedded in Mail-
Reduced Click
Single Question
Content
Grading Scale is not the
researched standard
Scale Design is Poor
11 pt Scale
is Global
Takeaway
Survey showing that the
5 pt scale has a Downward Bias

8. COMPARE
Customers are being
incentivised for taking the
survey
Embedded Survey
Clean Design
Don't
INCENTIVISE
Takeaway
Eventhough Response Rate may
increase but the results arent likely
to be Authentic

9. COMPARE
Preselection
Non incremental data
Unclear Why question
No
Preselection
Takeaway
Preselection leads to bias.
Radio Buttons dont allow
data to be captured after
each question,and if a
respondent leaves survey
midway,data will be lost
The explanatory Why
question after the
Likelihood question should
be clear in meaning.
A Better Way
to ask the
Open Ended Why Question

10. COMPARE
Grading Range
Medium
Questions
RIGHT
MEDIUM
Choose The
TO TAKE THE NPS SURVEY
Embedded Survey in Mail is
ideal for B2C
B2B clients with a smaller
client base can use Phone
Calling
SaaS companies can take
survey in-software
Mobile Apps can collect NPS
through in-app survey
SMS as seen in case of T-
Mobile can also be used

11. NPS Response Rates
The higher the rate, the greater the accuracy.
What it is? What it
should be
(B2C)?
Anything below 40%
for B2C should be a
red flag
What it
should be
(B2B)?
15% 50% 70%
The average response
rate for surveys.
Anything below 60%
for B2B should raise
concerns

12. SUGGESTIONS
IMPROVE
HOW TO
RESPONSE RATES
RELEVANCE
Define your Customer. Send the NPS survey
only to legit customers. For a customer to
care, they need to invest time and money.
Data ages. Its important to sanitise data
before sending out NPS surveys. This would
minimise bounce rates for emails
Decide the best time interval for your
business. Transactional surveys work well
for B2C. For B2B, send after the client has
used the service for a while.
DATA
SANITISATION
TIMING

13. SUGGESTIONS
IMPROVE
HOW TO
RESPONSE RATES
PERSONALISE
Clear,Crisp, & Personalised Content. If its a
mail survey, send from a person's id (may
be the CEO's)
Almost a third (29%) of B2C survey page
visits are now made from a mobile device.
For some clients its much higher – up to
50%.
The magic of NPS is not in the score, it is in
the follow-up. Also, when clients realise
that their survey inputs drive change, they
are more likely to respond to NPS survey
next quarter too.
OPTIMISE
FOR MOBILE
CLOSE
THE LOOP

14. DATA
DESIGN
DELIVERY
SUGGESTIONS
Three
Broad Areas of
Improvement
IMPROVE
RESPONSE
RATE

15. DATA
VALIDATION
SANITISE
DATA
DEFINE
YOUR
CUSTOMER
Pre-Contact
Respondents
TEST SURVEY
ON A SMALL
GROUP FIRST
TECHNICAL
OPERATIONAL
FINANCIAL
For B2C companies, sanitising data would be time consuming. Efforts
should then be made to focus on defining a customer. Do all those who
make accounts are customers or only those purchase? If a customer
purchased a year ago, is he/she still an ideal customer? For accurate NPS
scores, the sample size should be relevant.
Technical capabilities need to establlished to regularly identify inactive
customers, and sanitise data accordingly. Also, data analysis from previous
surveys need to be done effectively to further screen customers.
Implemening such pratices will keep data fresh and healthy.
For B2C companies, sanitising data would be time consuming. Efforts
should then be made to focus on defining a customer. Do all those who
make accounts are customers or only those purchase? If a customer
purchased a year ago, is he/she still an ideal customer?

16. DESIGN
VALIDATION
CONTENT
OPTIMISE
TECHNICAL
OPERATIONAL
FINANCIAL
A great design will help render surveys quickly and allow users to spend as
minimum time as possible for completing the NPS survey. This would
increase the response rate, and eventually help give a more accurate NPS
Great content drives action. Invest in good content writers. UI/UX team
should be very agile, and should continuously iterate on design. Product
teams should research better design capabilities for different devices. A
clean interface will help keep the NPS surveys non intrusive and customers
will not feel spammed or annoyed.
Design and User Experience instill brand recall in users. Investing efforts
towards design helps increase transactions.

17. DESIGN
VALIDATION
CONTENT
SHORT
SURVEY
SIMPLE
LANGUAGE
Thank You's
&
Reminders
Use Standard
NPS Format
PERSONALIS
E

18. DESIGN
VALIDATION
CONSIDER
DEVICE
OPTIMISE
RADIAL SELECTOR
FOR MOBILE
NON
INTRUSIVE
VISUAL GUIDANCE
LESS TEXT
MINIMISE
CLICKS

19. DELIVERY
VALIDATION
MEDIUM
TIMING
TECHNICAL
OPERATIONAL
FINANCIAL
An NPS survey delivered at the right time will generate more response
than random survey blasts. The delivery mechanism of the survey is
crucial. Sending emails from personalised emails builds trust in the
company. Also, pro-active follow-ups helps increase response rate for
future NPS surveys.
Embedding surveys in emails reduce clicks and increases response rate.
Also, incremental data in case of more than 1 question will help save data
even if responent leaves the survey mid way.
Choosing Phone as a medium to collect NPS is very expensive.
Companies with a large user base should prefer emails or in-app surveys.
But its beneficial to invest time, money, and resources to make followup
calls to close the loop.
CLOSING
THE LOOP

20. DELIVERY
VALIDATION
MEDIUM
EMBED IN
EMAIL
IN-APP PHONE
ON CALL
IVR
PERSONAL
EMAIL IS
INEXPENSIVE
and doesnt hamper User Experience
leading to higher response rates

21. DELIVERY
VALIDATION
TIMING
CLOSING
THE LOOP
RELATIONSHIP
NPS COLLECTION
will generate more responses
FOR B2B
TRANSACTIONAL
NPS SURVEY
works best
FOR B2C
Send Survey in that
part of day when
your clients are the
most active

22. NPS
RESPONSE
RATE
IMPROVE NOW

23. Comparison. Suggestions. Validation
NPS
I M P R O V I N G R E S P O N S E R A T E
NABEEL
KAMILI
BY
9717688165
nkam89@gmail.com