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How to use SMS for Net Promoter Score (NPS) Surveys

Updated: Nov 27, 2023

woman taking an SMS NPS survey

Use SMS for NPS surveys to see a higher response rate and to quickly collect survey data from your customers.

Why is a Net Promoter Score (NPS) important?

NPS helps discover your brand strength and predict your growth rate through word-of-mouth promotion. Is the feedback your customers are sharing positive or negative? Are they recommending you to friends and family? Word-of-mouth is the most invaluable form of marketing.

How to calculate your Net Promoter Score (NPS)

A popular NPS survey question is:

On a scale of 0-10, how likely are you to recommend our services or product9s) to friends and family (10 is extremely likely).

To calculate NPS, subtract the percentage of detractors (unsatisfied customers) from the percentage of promoters (brand advocates).

👉NPS=% Promoters - % Detractors

Why Use SMS for NPS Surveys

  1. Using SMS for NPS surveys is going to give you the quickest response. Text your question, and consumers need to simply text back their answer. You can create a web-based survey and based on the consumer's response, ask them to answer a few more questions. Not all customers will follow the link to complete the rest of the survey but at least you have your rating and can segment those consumers based on their response.

  2. Easily segment your audience based on their response to further engage with them, entice them to try something new, or offer a promotion via text. Use our built-in webform to gather first-party data about each group.

Below is an example of what the Google Form survey might look like to show the types of questions you might ask your customers.

How to segment your NPS Survey respondents for campaigns

Based on ratings, respondents are classified into three categories:

  1. Detractors: “Detractors” gave a score of 6 or lower. They are not particularly thrilled by the product or the service. They will likely not purchase again from your company and could potentially share negative feedback with others.

  2. Passives: “Passives’ gave a score or 7 or 8. They were somewhat satisfied but can easily switch to a competitor. They may not share negative feedback but will likely not be enthusiastic enough about your services or products to recommend you.

  3. Promoters: “Promoters” answered 9 or 10. They loved your products and services and are repeat customers and likely to recommend you to friends and family. These are your loyal customers who you want to continue to invest in.

SMS campaigns for reach segment

Detractors campaigns

You have their mobile phone number, because they texted you. Call them and be extremely professional. Introduce yourself and ask that they share their experience with you. Address the issue and consider offering them a discount to visit you again.

Passives campaigns

Follow up with a phone call. Invite them to try your product(s) or service again. Consider offering them a discount to visit you again. Entice them to join your loyalty club and sign up for birthday offers.

Promoters campaigns

Invite respondents to join your loyalty program and birthday club. Loyal customers are your most valuable asset.

Create a custom referral campaign and include them. Each respondent has their own unique link for tracking the number of new subscribers your receive through them. Let your most happy customers recommend you and offer a special promotion to friends and family who sign up for your text club to receive the special through their unique link. Also offer a prize to your customer who refers the most new text club opt-ins.

When requesting feedback, ask politely. Offer promotions and incentives for everyone; even disappointed customers. For very unhappy customers, strongly consider offering incentives that do not require another purchase. You want to win them back. Offer a free appetizer or dessert.

You are not going to keep every customer happy and receive a perfect review from every customer. However, if you remain committed to your loyal customers, their positive word-of-mouth will help outweigh the fewer unhappy customers.

Updated 11/27/23


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