NPS Starter Kit

The point of NPS

NPS is wasted if it's just a score in a dashboard. The value is in what you do with the feedback: fixing problems for detractors, learning from promoters, and converting passives before they churn. This kit helps you build a process that actually improves your product and customer relationships.

1. Survey Setup

Who are you surveying?

When do you send it?

Delivery method

Survey owner

The question (standard format)

Follow-up question

Keep it open-ended. This is where the insights are

2. Understanding the Scores

9-10

Promoters

Loyal enthusiasts. Will recommend you. Low churn risk.

7-8

Passives

Satisfied but unenthusiastic. Vulnerable to competitors.

0-6

Detractors

Unhappy. At risk of churning or spreading negative word of mouth.

NPS Calculation

Example: 60% promoters, 10% detractors = NPS of 50

3. Action Plans by Segment

Speed matters

Follow up within 24-48 hours while feedback is fresh. Detractors need immediate attention as they're at risk of churning now.

Segment	What You Do (Within 48 Hours)	Goal	Follow-Up Template / Approach
Promoters (9-10)
Passives (7-8)
Detractors (0-6)

Who handles each segment?

4. Qualitative Analysis

Read Every Comment

The score tells you how many people are happy. The comments tell you why. Look for patterns, not one-offs.

What do Promoters consistently love?

What do Passives say is missing?

What are Detractors' top complaints?

Patterns by segment or time period?

Action Items

What needs to change in the product?

What needs to change in support/success?

What needs to change in messaging/positioning?

5. Metrics to Track

Response Rate

Overall NPS

Previous NPS (for trend)

% Promoters

% Passives

% Detractors

Follow-up completion rate

This matters. NPS without follow-up is pointless

6. Your NPS Process (Quarterly)

Week 1: Launch Survey

Send to target audience. Keep response period to 7 days maximum. Longer doesn't increase quality.

Week 2: Review & Segment

Calculate NPS. Segment into Promoters, Passives, Detractors. Start reading all comments.

Week 2-3: Follow Up Fast

Contact Detractors within 24 hours, Promoters and Passives within 48 hours. Personalise responses, don't use templates.

Week 3: Analyse Themes

Categorise feedback. Identify patterns. What's consistently praised? What keeps breaking? Are there segment-specific issues?

Week 4: Share Findings

Present to product, leadership, support. Be specific about what needs to change. Prioritise by frequency and impact.

Ongoing: Close the Loop

In next survey, tell people what changed based on their feedback. Show that their voice mattered.

Next survey date

7. Common Mistakes

Sending surveys too frequently. Quarterly is usually enough, more often annoys people
Not following up. NPS without action is just vanity metrics
Using templated responses, especially for detractors. Personalise your follow-up
Ignoring qualitative feedback. The score is directional, the comments are actionable
Gaming the system. Asking "if not 9 or 10, let us know first" destroys the integrity
Treating NPS as a KPI without context. Trends matter more than absolute scores
Not closing the loop. Tell people what you did with their feedback
Surveying too soon. Don't ask someone who signed up yesterday

8. Recommended Survey Programme

Different touchpoints for different goals

Don't rely on one survey channel. Mix methods to capture feedback at the right moment without annoying customers.

Channel	Timing	Best For	Notes
In-App Pop-Up
Email Survey
Post-Interaction
Milestone-Based
Pre-Renewal

Example Programme

Ongoing: In-App Survey

Quarterly: Email to All Customers

Trigger: Post-Support

Trigger: Pre-Churn

Your programme design