Edited excerpt from A Practitioner’s Guide to Net Promoter Score (NPS) by Sachin Rekhi:
The most actionable part of the NPS survey is the categorization of the open-ended verbatim comments from promoters & detractors. Each survey we would analyze the promoter comments and categorize each comment into primary promoter benefit categories as well as similarly categorize each detractor comment into primary detractor issue categories. The categories were initially deduced by reading every single comment and coming up with the large themes across them. We conducted this analysis every quarter so we could see quarter-over-quarter trends in the results. This categorization became the basis of how we came up with roadmap suggestions to address detractor pain points and improve their overall experience. While it can be daunting to read every comment, there is no substitute for the product team digging in and really listening directly to the voice of the customer and how they articulate their experience with your product.
We found it equally helpful to spend time on promoters and understanding what was different about their experiences to make them successful. We correlated specific behavior within the product to NPS results (logins, searches, profile views, and more) and found a strong correlation between certain product actions and a higher NPS. This can help deduce what your product’s “magic moment” is when your users are truly activated and likely to derive delight from your product. Then you can focus on product optimizations to get more of your customer base to this point. The best way to get to these correlations is simply to look at every major action in your product and see if there are any clear correlations with NPS scores. It’s easy to just graph and see if this is the case.
(1) “We correlated specific behavior within the product to NPS results… and found a strong correlation between certain product actions and a higher NPS”. This is similar to mining usage data to identify the moment a user becomes truly engaged. See also How to increase active users.
(2) Using NPS survey responses has an advantage over mining usage data: the verbatim comments from detractors can tell you what’s missing from your product or what’s wrong with it, whereas usage data can only tell you what’s successful.