How NPS works
Respondents are grouped into three segments based on their answer:| Score | Category | Meaning |
|---|---|---|
| 9 — 10 | Promoters | Loyal enthusiasts who will keep buying and refer others |
| 7 — 8 | Passives | Satisfied but unenthusiastic — vulnerable to competitors |
| 0 — 6 | Detractors | Unhappy contacts who can damage your brand through negative word-of-mouth |
Creating an NPS survey
Navigate to Surveys
Go to Sites > Surveys and click Create Survey. Choose a blank survey or start from the NPS template if available.
Add the NPS question
Add a Rating field to your first slide. Set the scale to 10 steps and use a number or star icon. Set the question text to “How likely are you to recommend us to a friend or colleague?”
Configure scale labels
Add endpoint labels: set the left label to “Not at all likely” and the right label to “Extremely likely”. This provides clarity for respondents.
Map to a custom field
Map the rating field to a custom contact field (e.g., “NPS Score”) so the value is stored on each contact record in the CRM.
Add a follow-up slide (optional)
Add a second slide with an open-text field asking “What is the main reason for your score?” This qualitative feedback is invaluable for understanding the number.
Customizing your NPS survey
- Branding
- Follow-up questions
- Rating display
- Upload your logo in the survey header
- Set brand colors for the background, buttons, and progress bar
- Choose a font that matches your website
- Add a custom favicon for the hosted survey URL
Distribution methods
Distribute your NPS survey through multiple channels to maximize response rates:Embed the survey link in an email campaign or workflow email. Include a compelling subject line like “We’d love your feedback (takes 30 seconds).”
SMS
Send a short text with the survey link. SMS surveys typically see higher open rates than email.
After service
Trigger the survey automatically after an appointment, purchase, or support interaction using a workflow.
In-app or website
Embed the survey on your website or client portal using the embed code from the survey settings.
Timing matters. Send NPS surveys 24 to 48 hours after a key interaction when the experience is still fresh. Avoid sending more than once per quarter to the same contact to prevent survey fatigue.
Analyzing NPS results
View results by navigating to Sites > Surveys and selecting your NPS survey. The analytics view shows:- Overall NPS score — the calculated NPS based on all responses
- Score distribution — a breakdown of how many respondents fall into each category (Promoters, Passives, Detractors)
- Response trends — NPS over time to track whether satisfaction is improving
- Open-text responses — qualitative feedback from follow-up questions
- Per-slide drop-off — identifies where respondents abandon the survey
Automating follow-ups based on NPS
Use workflow triggers to respond automatically based on the submitted score.Create a workflow
Navigate to Automation > Workflows and create a new workflow. Select the Form Submitted trigger and choose your NPS survey.
Add conditional branches
Add an If/Else condition that checks the NPS custom field value:
- If score is 9 or 10 (Promoter): Send a thank-you email with a referral link or Google review request
- If score is 7 or 8 (Passive): Send a personalized email asking how you can improve
- If score is 0 to 6 (Detractor): Notify a team member via internal notification to follow up personally
Benchmarks and best practices
What is a good NPS score?
What is a good NPS score?
NPS varies by industry. SaaS companies average 30 to 40, while healthcare and professional services often see 50 to 70. Focus on trending upward rather than hitting a specific number.
How often should I send NPS surveys?
How often should I send NPS surveys?
Most businesses send NPS surveys quarterly. Transactional NPS (after specific interactions) can be sent more frequently, but avoid surveying the same contact more than once every 90 days.
How do I increase response rates?
How do I increase response rates?
Keep the survey to one or two slides. Personalize the invitation with the contact’s name. Send at the right time (not weekends or holidays). Use SMS for higher open rates.
Should I follow up with detractors?
Should I follow up with detractors?
Always. A personal follow-up within 24 hours can turn a detractor into a loyal customer. Use automation to alert a team member immediately when a low score is submitted.