Understanding customer satisfaction through an NPS survey

NPS is widely used as a measurement tool to analyze customer engagement. A high NPS indicates strong customer relationships and can be an indication of a company that is capable of growing autonomously through positive word-of-mouth advertising from satisfied customers. It is often part of a more comprehensive survey, such as brand awareness, customer satisfaction, or image research

How to conduct a NPS research?

An NPS survey is usually conducted quantitatively, for example via online questionnaires. Respondents are asked to rate the likelihood of recommending the company on a scale of 0 to 10. After collecting the scores, customers are divided into three groups:

• Promoters (score 9-10): they are enthusiastic and recommend the company.
• Passively satisfied (score 7-8): they are satisfied, but not enthusiastic enough to actively make recommendations.
• Critics (score 0-6): they are dissatisfied and may even advise others against using the company.

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. The result is a score that can range from -100 to +100. A score above zero is considered good, while a score above 50 is considered excellent.

To gain deeper insight into the reasons behind the scores, we can add open-ended questions to the questionnaire, allowing customers to explain their experiences. The aim is to uncover the "why" behind the numbers and thus discover which specific factors contribute to customer satisfaction or dissatisfaction.

What makes Markteffect's NPS research unique?

We make NPS research unique through our speed, expertise, and proprietary experience. We understand that rapid insights are essential to respond directly to customer needs, which is why we deliver not only incisive analyses but also actionable results within a short timeframe.

We believe it is important that collaborating with Markteffect is not only beneficial but also 'simply' pleasant. Therefore, we annually measure our own NPS, which currently proudly stands at a score of +48.

Our teams are intrinsically motivated to help our clients move forward. By thinking sharply and critically at the start of a study, we can guarantee that we deliver a report with relevant insights. In this way, we create relevance for our clients, but also for our clients' customers. The results of market research must be able to initiate change. This is only possible if we put all available data into practice and translate it into insights. This is how we bring Relevance, Relationship, and Results together in who we are!

What are the benefits of an NPS research?

An NPS survey provides valuable insights into the loyalty and satisfaction of your customers. It measures how likely your customers are to recommend your organization to others, distinguishing between promoters, passives, and detractors. This simple but powerful figure provides a clear picture of how your customers experience your brand and where there is room for improvement.

An NPS survey allows you to analyze trends, identify specific customer needs, and formulate concrete actions to increase customer satisfaction. It also helps you benchmark your organization within the sector, enabling you to strengthen your position in the market. By continuously monitoring NPS data, you can respond quickly to changes and improve customer loyalty in the long term. The result? Satisfied customers, a stronger brand, and a greater competitive advantage.