NPS and Improving Your Customer Experience


Collecting and analyzing customer data is essential to figuring out how you can improve your marketing and sales efforts, identifying problem areas, and making adjustments to avoid inefficient use of your resources. But this customer data can also be leveraged to help improve the experiences you create for these same customers and for future customers moving forward.  

Your customer experience is vital to your brand for many reasons -- providing a good customer experience will not only help generate repeat business, it will also improve the reputation of your brand and turn your customers into brand evangelists, which means that they will promote your brand on your behalf to friends, family, coworkers, and more. Improving customer experience means making your inbound marketing and sales efforts more effective and less time-consuming because you have customers marketing and selling your product for free.

When it comes to measuring your customer experience, you should consider implementing an NPS (Net Promoter Score) app.

What is NPS?

NPS is as simple a metric as there is. It's a score that's determined by asking your customers to rate the experience that they had with your business. You obtain your NPS by directly asking customers how they would rate their experience with your business on a scale from 1 to 10. Customers who provide you with a score of 9 or 10 are considered brand promoters. Customers who rate their experience at 7 or 8 are considered passive. Anyone who rates their experience between 0 and 6 is considered a detractor.

The actual NPS is then calculated by taking the number of "promoters" and subtracting it by the number of detractors. This number is then divided by the total number of respondents and then multiplied by 100 in order to calculate your NPS. For example, if you have 40 promoters and 20 detractors out of 80 respondents, then you get a score of 25.

8 Benefits of a Net Promoter Score

NPS may seem very basic, but it can actually be incredibly beneficial to your customer service efforts. The following are a few of the benefits of using an NPS app: 

1. Obtain an overall impression

Because of the simple rating system, your NPS will give you a quick idea of how your company is performing overall in terms of customer service and customer experience.

2. Improve retention

NPS surveys can help you figure out why visitors are leaving your site, which, in turn, lets you identify problem areas, thereby reducing your churn rate. You can ask questions on your NPS surveys, which means that you can ask why they have given you the score they gave you. For example, maybe they left your site because they couldn't find what they were looking for. In such a case, there's probably something wrong with the ease of navigation.

3. Improve customer loyalty

By simply asking customers or website visitors what they think about their experience, you can increase their loyalty. This is because NPS surveys show that you care about what they think and that you are taking steps to actively improve their experience with your brand. It will have an especially big impact on customer loyalty if you actually use the feedback that they give you to improve their experience.

4. Obtain product feedback

NPS surveys are a great way to get feedback on a product or service. This will give you a better idea of what your customers think about your products or services and how you can improve them. NPS surveys are particularly helpful for products or services that are still in the development stage since you'll be able to address any issues that your customers have with them.

5. Reduce shopping cart abandonment rate

Using NPS surveys on your e-commerce page can be helpful in reducing your shopping cart abandonment rate. Whenever someone puts items in their shopping cart but doesn't check out, it means you've lost a potential sale. Figuring out why this happens can help you address the problem. Low NPS scores on your e-commerce page could highlight what the issue is, such as an overly complicated checkout process.

6. Track change over time

NPS surveys should be given out to your customers at least twice a year so that you can track your performance. Even if you had somewhat low scores to begin with, improvements over that period will tell you that you're on the right track. Not to mention that NPS surveys can help reveal seasonal trends and can show you if any of the changes you've made based on initial feedback has helped improve your customer experience at all.

7. Benchmark against your competition

Because NPS is a system that's recognized throughout the world, it's incredibly easy to use NPS to grade your progress against your competitors as well as the rest of your industry. You can even find benchmarks to use within the geographic region from which you operate.

8. It's easy to use

Last, but not least, NPS is incredibly easy to use. The surveys do not take customers a long time to complete, and the scoring system is easy for users to understand. Generally speaking, an NPS survey will request a rating from the user and ask if they would recommend your business or product to a friend. You can then ask one or two follow up questions--and that's it. Not only are they easy for customers to fill out, but they're also easy for you to implement as well.

7 Net Promoter Score Software Features

Technically, sending out NPS surveys and figuring out your overall NPS isn't that difficult. It's something you can do manually, although doing it manually would be incredibly time-consuming and inefficient. As a result, you'll want to make sure that you invest in NPS software. There are a lot of different apps to choose from, many of which come with specialized features that could be beneficial depending on what your needs are. The following are some of the features that you might want to look for:


Some of the customization options you should look for include being able to use your logo on the survey, being able to choose the colors and style, being able to customize your questions, being able to customize thank you messages, and more.


Using the same exact survey for every customer isn't that effective since all customers are different. Look for audience segmentation features that allow you to tailor surveys to customers in certain regions, customers who use certain products, and more.


Look for NPS apps that allow the use of multiple survey channels, such as e-mail, text messages, and in-app surveys.

Multiple campaigns 

You won't want to be limited to sending out just one survey at a time. You may want to measure more than one metric at a time.

Survey scheduling 

Scheduling features allow you to send out your NPS surveys at the most effective time possible. Such features may allow you to limit the number of surveys sent in one day, make sure the same person isn't over-surveyed across multiple campaigns, resend surveys to those who didn't open theirs, send recurring surveys to persons after a specific period. 


Some NPS apps allow you to set thresholds and notification triggers so that you'll be alerted automatically if your NPS score increases over a certain amount of time, if someone unsubscribes, if you're given a detractor response, and more.


Look for comprehensive reporting features that provide graphs of how your NPS changes over time, delivery stats, and other helpful insights.

Top 5 Net Promoter Score Apps

The following are some of the more popular net promoter score apps available on the market that you may want to consider:


Ask Nicely jpg

AskNicely allows you to collect feedback at any point in the customer journey across multiple channels (including email, SMS, and web). You'll be able to rank NPS by segment, team, event, location, and more. The app even allows you to automate follow up to detractors to help boost retention and can turn your feedback into reviews to boost your Google rating.



Delighted collects feedback via surveys through email, web, and SMS, and presents it to your dashboard in real time. You can try out Delighted by signing up and surveying the first 250 customers for free. Name brands like Bonobos, Staples, Target, PostMates, and Hotel Tonight all use Delighted.


HubSpot-LogoHubSpot built a Slack integration that pulls in customers' NPS responses and even details NPS surveys into Slack so that your loyal customers can collaborate with your team on improving your products while also improving the way that your customer support and success teams work together to respond to feedback and make your service ops better. 


Survey Monkey

SurveyMonkey offers free plans and provides a variety of templates and pre-written questions you can use. There's no limit to the number of surveys you can send out. Their highest tier plan offers 24/7 email support, numerous customization options, data exports, text analysis, custom variables, industry benchmarks, multilingual surveys, and more.



Wootric provides real-time, automated tracking of customer sentiment, allows you to track customer journey touchpoints, and lets you send surveys via email, mobile, SMS, in-app, and intercom messenger. Their surveys are customizable and are used by many brands, including HubSpot, Slack, Salesforce, and more.

NPS surveys are easy to implement and provide you with valuable information. There are a lot of different NPS apps to choose from, so make sure that you consider the different features that they have to offer as well as the budget that you are working with.

Want to hire a team of people (for the price of one) who will focus on your NPS to drive revenue growth in a way you've never expected?