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.