NPS Program Design Framework

SURVEY DESIGN

NPS Question Structure

Primary Question:

On a scale of 0-10, how likely are you to recommend [Company]
to a friend or colleague?

[0] [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
Not at all likely          Extremely likely

Follow-Up Question:

What's the primary reason for your score?
[Open text field]

Optional Questions:

• What could we do better?
• What do you value most about [Company]?
• Would you like us to follow up? (Yes/No + contact)

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SURVEY TIMING

Survey Schedule

Survey Type	Timing	Audience	Frequency
Relationship NPS	Quarterly	All active customers	Every 90 days
Transactional NPS	Post-event	Specific touchpoint	Per event
Onboarding NPS	Day 30, Day 90	New customers	Per milestone

Timing Best Practices

Do	Don't
Survey consistently	Over-survey (>1x/quarter)
Survey active users	Survey churned customers
Allow survey fatigue cooldown	Survey during known issues
Randomize send times	Send at end of day Friday

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SEGMENTATION APPROACH

Core Segments

Segment	Definition	Focus
Promoters (9-10)	Loyal enthusiasts	Advocacy, referrals
Passives (7-8)	Satisfied but vulnerable	Move to promoter
Detractors (0-6)	Unhappy customers	Save, understand why

Analysis Segments

Segment By	Why
Customer tier	Premium vs standard experience
Industry	Vertical-specific issues
Tenure	New vs mature customers
Product line	Product-specific feedback
CSM	Account management quality
Region	Geographic patterns

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ANALYSIS METHODOLOGY

NPS Calculation

NPS = % Promoters - % Detractors

Example:
- 100 responses
- 45 Promoters (45%)
- 35 Passives (35%)
- 20 Detractors (20%)
- NPS = 45% - 20% = +25

Theme Analysis

Theme	Promoter Mentions	Detractor Mentions	Gap
Product quality
Customer support
Ease of use
Value for price
Reliability

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CLOSED-LOOP PROCESS

Response Workflow

Score	Response Time	Owner	Action
9-10	Within 1 week	Marketing	Thank + advocacy ask
7-8	Within 1 week	CSM	Understanding call
0-6	Within 24 hours	CS Leader	Save conversation

Follow-Up Templates

Promoter (9-10):

Hi [Name],

Thank you for the amazing score! We're thrilled you're happy
with [Company]. Would you be open to sharing your experience
with others? [advocacy ask]

Passive (7-8):

Hi [Name],

Thanks for the feedback. We'd love to understand what would
make your experience a 10. Do you have 15 minutes for a call?

Detractor (0-6):

Hi [Name],

I saw your NPS response and I'm sorry we haven't met your
expectations. I'd like to understand what happened and how
we can make it right. Can we connect today?

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ACTION PLANNING

Quarterly NPS Review Template

Section	Contents
Score Summary	Current NPS, trend, vs target
Response Breakdown	Promoters/Passives/Detractors
Theme Analysis	Top positive, top negative themes
Segment Analysis	NPS by key segments
Closed Loop Results	Follow-up outcomes
Action Items	Specific improvements to make

Action Prioritization

Issue	Impact on NPS	Effort	Owner	Priority
	High/Med/Low	High/Med/Low		1-5

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