How to analyse your Net Promoter feedback

To get the best insights from Net Promoter surveys, you have to read and analyse your customers’ responses to the open-ended “What is the primary reason for the score you just gave us?” question. We call this “verbatim feedback” or just “verbatims”.

In this article, I’ll explain how you can go about this analysis.

To turn your verbatims into actionable insights, you have to categorise the feedback so you can see what themes are being mentioned most by your customers. In that way you’ll learn what you are doing well that your customers love, and what you’re not doing well that exasperates them.

The most effective way of categorising verbatims is to do it manually in Excel.


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Net Promoter Score – It’s not the size that matters, it’s what you do with it

When Fred Reichheld first wrote about Net Promoter surveys and calculating a Net Promoter Score way back in 2003, he called it “The one number you need to grow”. He was referring to his research that showed that organisations with a bigger Net Promoter Score grew quicker than those with a smaller one.

Ever since then, his critics have criticised NPS as just a number. Comments such as this are common:

“It lacks actionable insights.”

“I have a Net Promoter Score of +35. So what? What can I do about that?”

“It doesn’t specify why people are Detractors.”

If Net Promoter was just about the score, then it would be pretty useless. But it’s not the score that matters.


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5 great reasons why IT teams should use Net Promoter

In case you’re not familiar with Net Promoter®, let’s start with a 1 minute introduction…

Net Promoter® is an open-source methodology used by 65% of the world’s top 200 companies to grow their businesses by increasing customer loyalty. At its heart is a metric called the Net Promoter Score (NPS®) that measures the willingness of customers to recommend a company’s products or services.

An NPS is calculated by asking customers a question along the lines of, “On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?”. Based on their rating, a customer is categorised as a Detractor (when they give a rating of 6 or below), a Passive (7 or 8) or a Promoter (9 or 10).  The NPS is then calculated by subtracting the percentage of Detractors from the percentage of Promoters. This results in a score ranging from -100 (all your customers think you’re rubbish) to +100 (all your customers think you’re the bee’s knees).


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