As you build your survey, it is important to choose and formulate your questions in a way that will achieve the purpose of your survey. While there are many question types to choose from, selecting the one that fits the context and goal of your survey is critical to collecting relevant and helpful data. Luckily, Segmanta makes it simple for you to collect rich and valuable insights that inform your business and marketing decisions. In this article, we will take a deeper look into NPS, Rating, and Opinion Scale question types.
Net Promoter Score® (NPS)
Embracing a consumer centric mindset is a great foundation to improving the overall customer experience. One way in which companies can grow through insights from their consumers is by measuring their Net Promoter Score® (NPS).
NPS® measures customer satisfaction, loyalty, brand perception and business growth by asking a simple question: On a scale of 0-10, how likely are you to recommend [brand/product] to your friends and colleagues?
Since the inception of NPS®, this metric has been utilized across all aspects of business’ operations and activities and acts as a standard measurement of an organization’s success. In fact, the Harvard Business Review found that companies who focused on improving their NPS score experienced an increase in revenue and growth. NPS® is also used to measure the competitive landscape and provide a basis of comparison to benchmark their scores in relation to the biggest competitors in their industry.
With Segmanta, you can create an NPS® question in a matter of seconds, track the data in real time and perform your analysis in an absurdly simple manner. This visualization allows teams to utilize the data on both individual and aggregate levels.
- Individual level. Respond to each individual customer according to the NPS score they submitted.
- Aggregate level. Track customer satisfaction over time and benchmark your business against your industry.
NPS® questions can be utilized in the following ways:
1. Tracking over time
Measure your NPS at regularly scheduled intervals to assess customer loyalty with your brand over time.
For example, NPS questions can be sent on a quarterly basis to assess if employee satisfaction increased over time after the company added certain benefits.
2. Triggered by certain interactions
Evaluate NPS immediately after certain customer interactions in order to understand how specific aspects of your product or service impact customer satisfaction and brand perception.
For example, a customer receives the NPS question after they check out of a hotel.
Through simple-to-set-up integrations, you can automatically send NPS data to any software such as Salesforce or other CRMs in order to integrate and act on the data.
NPS Classifications
NPS responses are divided into three simple classifications: Detractors, Passives, and Promoters. The formula for calculating your NPS is: NPS = % of Promoters – % of Detractors. 
1. Detractors: answered 0-6
Quite simply, these customers are not satisfied with your company and would not recommend you to their friends. Detractors have the power to spread negative feedback about your company, which could result in potentially damaging your brand image. Pay attention to the interactions you have with consumers in this group in order to take the correct steps to understand the root of the problem, resolve the issue, and train the frontline managers to better handle the situation accordingly.
2. Passives: answered 7-8
Passive customers, generally characterized as fickle and price sensitive, tend to be indifferent to the company. Inc. notes that 20% – 30% of the passives churn within six months, commonly attributed to the lack of attention and neglect from marketers. By not focusing on retaining passive customers, you essentially forfeit significant potential revenue. Going the extra mile to create positive customer experiences could result in passive customers becoming your brand’s next enthusiastic promoters.
3. Promoters: answered 9-10
Promoters are your loyal, repeat customers who are most likely to recommend your brand or product to others. Your goal is to increase the number of promoters to be as high as possible as they are the ones driving your company’s growth.
Measuring NPS throughout the customer journey enhances understanding of your customers at each stage and pinpoints areas that require further attention and improvement. By tracking NPS results in real time, frontline managers can easily benchmark their product or services and follow up appropriately with customers in a timely manner.
Likert Scales
Likert scales allow respondents to rate multiple items on a labeled scale, most commonly from 1-5, to quantitatively measure a respondent’s agreement, satisfaction or behavioral frequency with a statement, attribute or activity.
A few examples of Likert questions are:
- How satisfied are you with the customer service you received?
- How would you rate the following product features?
- How much do you agree or disagree with the following statement?
Using Segmanta, a Likert scale question will give you the average score of your responses as well as the distribution of responses across scale items.
Likert scales are frequently used as they are well received by both researchers and respondents. Researchers prefer using a point scale rather than a single choice question as the range allows them to gather more nuanced, granulated data which reveals different levels of beliefs or perceptions that significantly enhance the measurement of their results. On the same token, respondents find Likert questions simple to comprehend and easy to answer, providing researchers with a high depth of data compared to the relatively low effort required by respondents to respond.
Segmanta offers two versions of a Likert scale: Rating and Opinion Scale.
The Rating question allows you to customize the scale using a variety of icons that are applicable to your survey topic. Users can only label the beginning, middle, and end values on the scale. 
With Opinion Scale, users can label all items on a scale to better understand an audience’s attitudes and beliefs. 
While there are many question types to choose from, selecting the one that fits the context and goal of your survey is critical to collecting relevant and helpful data. Determining the most appropriate question type to apply will provide you with the highest quality of consumer insights when you analyze and interpret your survey results.
