How to run NPS Survey for SaaS? (Detail Guide)


  • What is Net Promoter Score (NPS)?
  • Should I use NPS?
  • How to measure NPS
  • How to analyze NPS
  • How to use NPS
  • How to improve NPS
  • Key takeaways

What is Net Promoter Score (NPS)?

  • Promoters — People who respond with a 9 or 10.
  • Passives — People who respond with a 7 or 8.
  • Detractors — Anyone who responds with 6 or below.

What is a good Net Promoter Score (NPS)?

Generally speaking, a positive NPS or NPS above 0 is considered “good”. Anything above 30 would be considered excellent.

Should I use Net Promoter Score (NPS)?

When NPS first burst onto the scene, it was heralded as the one number you needed to grow.

What NPS gets wrong

There are those that say no.

What NPS gets right

For starters, NPS is a very simple measure. It involves just one question. This means you won’t overwhelm your customers with a long, drawn-out survey. You’ll likely collect far more data as a result.

Why you should use NPS

Any SaaS company that wants to measure customer loyalty and satisfaction should be using NPS.

How to measure Net Promoter Score (NPS)

When it comes to collecting NPS data, there are a few things you need to consider. These are:

  • The tool you use to collect the data
  • How you collect it (email, in-app, etc.)
  • What you do with the data

Choosing the best NPS tool

How to collect NPS data — email or in-app?

Once you have your tool in place, it’s time to start collecting your NPS data.

In-app NPS surveys

One of the most common ways is to have an in-app NPS survey. It’s often a little pop-up or slideout containing the survey.

Email NPS surveys

The other common approach is to email the survey to your customers. You can either embed the survey into the email (if your chosen tool allows it) or you can simply send a link to the survey.

Adding follow-up data

A common approach SaaS companies take when they send an NPS survey is to have two questions.

How to analyze Net Promoter Score (NPS)

Now that you’ve collected your NPS data, what exactly do you do with it?

Cross-referencing with product usage analytics

If you aren’t already monitoring how your customers are using your product, then you really should be.

How to cross-reference product usage with NPS?

Depending on the tool you choose, you will be either able to directly see e.g. the NPS score next to your user analytics, or you will be able to download your user behaviour data (e.g. frequency of logins, most visited pages etc.) in CSV and match that with their NSP score by email:

Segment your NPS data

While your overall NPS is indicative of how your customers generally feel about your product, that one number alone doesn’t tell you much.

Analyzing the follow-up question

How to use Net Promoter Score (NPS)

All that’s left to do now is put your data to good use. There’s no point in collecting and analyzing NPS data if you aren’t going to improve your product with it, or use it to make the most of your loyal customers.

Improving your product with NPS data

Unless you have a perfect product, chances are you’re going to have some detractors. These detractors aren’t completely satisfied with your product, which means they have some key insights you can use to improve it.

Following up with detractors

If you don’t include a follow-up question on your NPS survey, then all you really have is an idea of how many customers aren’t satisfied.

Using your loyal customers for referrals

How to improve your NPS

Apart from following up with your detractors and using their feedback to improve your product features, you can also trigger specific ‘experiences’ — e.g. tooltips or modals — within your app depending on the users’ NPS score — as well as other conditions (based on the insights you got from their behavioural analytics — e.g. which key features they are not using):

Key takeaways

We’ve covered a lot in this NPS guide. We recommend that you start putting your NPS project into place, and then simply refer to the relevant sections as you go along.

What is NPS?

  • Net Promoter Score (NPS) is a commonly used measure of customer satisfaction.
  • The survey consists of one question: “How likely are you to recommend [PRODUCT] to a friend or colleague?”
  • We also recommend asking an optional follow-up question to find out the reasons behind the scores.
  • Scores of 0–6 are detractors, 7 or 8 are passives, and 9 or 10 are promoters.
  • The NPS score is calculated by subtracting the % of detractors from the % of promoters.

Measuring NPS

  • You can use a range of different tools to send your NPS surveys, including Userpilot and Wootric.
  • NPS surveys can be sent via email, messaging apps, or displayed within your product.
  • Follow-up questions should be optional, and can generally be included as part of the NPS survey.

Analyzing NPS

  • Once you have your NPS data, you should segment it to see if there are any patterns among detractors, passives, and promoters.
  • It’s also useful to cross-reference your NPS data with product usage analytics.
  • You need to analyze the answers to your follow-up question, either with a dedicated tool (MonkeyLearn, Thematic, etc.) or manually.

Using NPS

  • The insights you gain from following up your NPS responses can be used to make improvements to your product.
  • You should also follow up with promoters and ask them for either referrals or reviews/case studies.
  • Either way, follow up with every customer that fills in the NPS survey.

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