A Purists Guide to NPS Survey Design

A Purists Guide to
NPS® Survey
Design
An introductory guide to NPS survey design
and DIY templates.
A Publication of
LOGO
Customer Guru

Table of
Contents
Is your survey design broken?
Essential ingredients to survey design
NPS survey template

CHAPTER ONE
Is your survey
design broken?
1

Survey Fatigue
Current trend is such that every business is seeking feedback and trying
to capture opinions and inputs of its customers. The flip side of this is
that consumers are suffering from survey fatigue and are in two minds
whether to take surveys or not.
In such a situation should you stop asking for feedback? Au
contraire, you should be persistent and follow some best practices to
create effective customer surveys – the ones that customers respond to.
The inputs from customers should be more of Action points for the
company – they must be the ‘to-do’ things and ‘to-change’ concepts
that in turn will help resolve the customers’ pain and improve their
experience.
Should you stop asking for feedback?

CHAPTER TWO
Essential ingredients
to survey design
2

Survey design
If you feel that your surveys are being left incomplete or are not being
answered at all, it’s time to go back to the drawing board. Surveys that
are answered correctly are more important than the ones that are filled
with garbage, because the former will assist your business in essential
decision making, help attend to poor service levels and, most
importantly, quantify customer satisfaction.
Customers avoid surveys for many reasons and there are some basic
ground rules that should be followed while creating a survey.
•Keep it short
•Make it personal
•Ask the right question
•Use the appropriate tool and template
•Value the customers time
•Make your surveys mobile friendly
•Follow up
•Solve the problems
What are the essential ingredients?

KEEP IT SHORT
More often than not, the sheer
length of the survey acts as a
deterrent for customers to fill it.
Keep the survey short and
simple. We recommend that you
have fewer than 5 questions.
The rate of customer feedback is
inversely proportional to the
length of the feedback.
According to Client Heartbeat,
here is a graph showing the
Abandonment Rate of customer
vs. the number of questions in
the survey.
MAKE IT PERSONAL
The beauty of your neighborhood
store was the personal connect.
The store owners knew you by
the first name and this personal
touch made you keep going back
to them.
Give your customers a personal
touch with minimal intervention
at every touch point. Send
survey invitation emails that
compel customers to leave
a feedback. If possible, try that
the survey email comes from an
employee that the customer has
dealt with. Having to fill in a
feedback form coming from the
“Customer Experience Team”
may not really allure the
customer.
ASK THE RIGHT QUESTION
Before you start jotting the
questions, ask yourself what you
wish to achieve with
the responses. If the goal is vague
or unnecessary, then strike the
question off your list.

For example, the response to the
question ‘How did you hear
about us?’ should fit in and be
relevant to the goal that you
want to achieve. The response to
the question must help you
achieve something tangible. If
there is no real purpose behind
the question, then please get rid
of it.
The aim should be to encourage
customers to hit the ‘Next’
button and not look for the
‘Back’ button.
USE APPROPRIATE TOOLS
AND TEMPLATE
The internet is abuzz with
infinite information with regards
to the same. Do select a
relevant feedback solution such
as Omoto for NPS Survey, or
Survey Monkey for more generic
poll, so that you can create a
professional customer survey.
These tools also provide a
multitude of templates that
reflect your business
personality.
Go ahead and choose the one
that suits you, create your survey
and start emailing your
customers.
VALUE THE CUSTOMERS
TIME
You are using the customer’s
invaluable time when you
send him/her a survey.
Ensure that you use that time
most judiciously by asking
only pertinent questions.
Experts suggest that 10
questions or less will ensure
the maximum response rates.
Some companies have
surveys that go on for 25-30
questions; the sheer size of
the survey is what puts
customers off and most
people drop out before
completing the
questionnaire.
The survey completion rates
are inversely proportional to
the number of questions.

SurveyMonkey, a 10 question
survey has an 89% completion
rate on average. 20 question
surveys are slightly lower at
87%, followed by 30 question
surveys at 85%. However, when
a survey has 40 questions, the
completion rate is 79%.
MAKE SURVEYS MOBILE
FRIENDLY
Any communication that isn’t
easily viewable on mobile will
not hold your customers for
long. Ensure that the surveys are
not just easily readable on a
mobile devise, it should be easy
to tap on the options too!
FOLLOW UP
A personal follow-up or a
reminder email will definitely
help in propelling the customer
feedback rate. Ensure that you
have a sufficient gap between the
primary invitation email and the
reminder email; we recommend
at max 7 days and at least 3 days.
SOLVE THE PROBLEM
This one takes a little longer to
start adding up to your response
rate. However, if yours is a
company that solves problems
highlighted in customer
feedback, it will build customer
confidence and their willingness
to share honest feedback.

CHAPTER THREE
The Survey Template
3

If for some reason you wish not to receive any further survey emails, click Unsubscribe.
Copyright 2016 <Client Organisation Name> | Visit <client website link> | Terms and Conditions
This survey is operated on behalf of <Client Organisation Name> by Omoto (omoto’s website link). In case
of questions about the survey process or any technical issues, please write to us at feedback@omoto.io
Let us know how well did we do? It’ll take just 2 mins! view in browser
Would you recommend us?
Dear |*CUSTOMER_NAME*|,
Thank you for your recent purchase on |*PURCHASE_DATE*|. Could you please
take a moment to give us some feedback on your purchase experience, it will
help us improve our services further.
Please answer our short survey by clicking on the link below.
Best regards,
|*FROM_AUTHOR*|
|*COMPANY_NAME*|
Start Survey

Based on your recent experience at our online store, how likely
is it that you would recommend us to your friends and family?
NPS Scale
Extremely
unlikely
Extremely
likely
Copyright 2016 <Client Organisation Name>
Visit <client website link> | Terms and Conditions
This survey is operated on behalf of <Client Organisation Name> by Omoto (omoto’s
website link). In case of questions about the survey process or any technical issues,
please write to us at feedback@omoto.io
Next
Page 1/3

Thank you for your feedback. Please select the options below
that best describe the reason for your score:
NPS Category list
NextBack
Page 2/3

Please provide any additional feedback or comment
Please add your comment here
SubmitBack
Page 3/3

Thank you!
We really appreciate your feedback. We will reach out soon, should you need
any further assistance with your feedback.
Close
Page 3/3

A well designed NPS survey will drastically
improve your response rate and provide
actionable insights which your team can readily
use to delight your customers
Get in Touch
kushal@customerguru.in
Social Media:
Website: customerguru.in

A Purists Guide to NPS Survey Design

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A Purists Guide to NPS Survey Design