NPS Can’t Do It All: Why You Need to Implement Customizable One-Click Surveys

Last week, I went into detail about what the NPS question is, why it’s used, and the benefits it has for businesses. But you can’t solely rely on NPS surveys to deliver all of your customers’ concerns and praise.

Admittedly, the NPS survey has some downfalls which should make you consider adding a variant version of the NPS survey to your feedback loops: customizable one-click surveys.

First, let’s focus on the shortcomings of the NPS survey.

NPS answers the what, not the why

You’re probably already familiar with the NPS survey. It’s primarily used to measure customer loyalty by asking customers how likely they would be to recommend your business to a friend on a scale of 1-10.

The beauty is in its simplicity. Respondents only need to pick a number then they have the option of explaining their response in more detail.

You probably already know what I’m about to say (er, type) if you’ve been using NPS surveys in your feedback loops. Most respondents don’t take the additional time to tell you why they’ve given the answer they did.

While NPS is still a powerful tool for measuring customer loyalty, it’s subpar in letting you know why your promoters love your brand and why your detractors don’t share the same emotion.

NPS is designed for customers

The NPS question asks how likely your customers would be willing to recommend your business to their friends. In other words, the NPS survey was designed for customers, not those interested in your business who just haven’t purchased yet.

There isn’t an appropriate time to send out NPS surveys to your prospects if they’ve never interacted with your business in a meaningful way before (i.e. they paid you). Have you ever recommended a product that you’ve never used before to someone who trusts you?

NPS can get repetitive

The NPS survey became such a staple benchmark in businesses due to its simplicity. But sometimes it can leave you with more questions than answers.

Have you ever had a customer who routinely (and accidentally) answered a 1 instead of a 10? It’s happened before. One of our clients was struggling with this exact issue. Every conversation they had with their client outside of the NPS survey was great. Yet each NPS survey that came in, the client gave them a 1.

Numbers cannot paint a vivid picture of what’s happening in the day-to-day of your business, especially if they’re trying to tell a completely different story than the interactions you have with your customers.

NPS surveys can still be repetitive when your customers are answering them correctly too. It’s the same question on the same scale over and over again. So you shouldn’t be sending multiple NPS surveys per month. We recommend only sending one NPS survey every 1-2 months.

But don’t fear! Customizable one-click surveys can solve all of these problems described above.

One-click surveys can answer the what and the why

One-click surveys function with the same spirit as NPS surveys, except they’re completely customizable. With YesInsights, you can customize the questions you ask, the answers, and even the landing page respondents are sent to.

For example, if you get a negative NPS review, you can quickly send a follow-up one-click survey asking if the negative score was because of your product/service, customer service, or any other reason you can think of.

Or perhaps your interested in finding out why your promoters are so loyal. So you could send them a one-click survey with the answers being your product/service, your company culture, your marketing efforts, or any other reason.

One-click surveys are designed for customers and prospects

Many of our clients use one-click surveys to aid in their marketing efforts. For example, you can schedule an automated email with a one-click survey embedded for anyone who signs up for your newsletter. The one-click survey can ask them where they first heard about you with the answers being Facebook, Twitter, Instagram, Google, word-of-mouth, etc. You can add as many answers as you’d like!

Another way one-click surveys can help move prospects down the funnel is by putting on up on relevant web pages. For example, you could trigger a YesInsights website survey to appear only on your pricing page so you can help prospects make a decision.

One-click surveys are anything but repetitive

All one-click surveys require one click to provide an answer (duh!), but that doesn’t mean they share the same repetitive fate of NPS surveys. Since our one-click surveys are completely customizable, they can be used much more frequently and in many different ways than NPS surveys.

Our clients use one-click surveys to:

  • Segment their email lists before a campaign
  • Find out the original source of their prospects and clients
  • Aid with NPS surveys in their feedback loops
  • Ask monthly questions that aren’t directly related to their business
  • Keep their customers and prospects up-to-date with their business
  • Schedule calls

… and so much more!

The only limit in finding ways to implement one-click surveys is your own creativity! 

If you need a dynamic one-click and NPS survey software, I invite you to try YesInsights free of charge for 7 days. 

John is the Marketing Lead at YesInsights. John is motivated by a desire to make other's lives easier, particularly through digital means. He is fascinated by seeing other businesses grow, and that's how John landed at YesInsights.

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What is NPS (Net Promoter Score)? In 2003, Fred Reichheld wrote this article in the Harvard Business Review. He was dismayed by...