“The one number you need to grow”: who’d have thought that such a simple statement would cause such a fuss.
Some people actually believe that you only need one question in your Net Promoter Survey. But of course that doesn’t work: so let’s review the anatomy of a perfect Net Promoter Survey.
Your Survey Design Goals
When you design anything you need to have goals to focus you on what you are trying to achieve. A Formula 1 car and an SUV are both cars but they have very different design goals.
So it is with surveys. Get your design goals wrong and your Formula 1 survey could seat eight and have a maximum speed of 80 mph.
A lack of design goals is why so many surveys seem to have a split personality. They ask a few market research questions then a few customer feedback questions and even toss in a couple of marketing pushes.
So what should the design goals be for your Net Promoter Survey?