reaperinvest NPS Survey
When to Use This Skill
Use this skill when you need to:
- Create a Net Promoter Score survey with follow-up questions
- Design segmentation logic for promoters, passives, and detractors
- Build action plans based on NPS responses
- Set up a recurring NPS measurement program
DO NOT use this skill for CSAT surveys (use satisfaction-survey), product feedback forms, or market research. This is specifically for NPS measurement.
Core Principle
NPS IS NOT JUST A NUMBER — IT IS A SYSTEM FOR IDENTIFYING YOUR BIGGEST FANS AND YOUR MOST AT-RISK CUSTOMERS, THEN ACTING ON BOTH.
Phase 1: Survey Design
Define the survey structure and targeting.
Required Inputs
| Input | What to Ask | Default |
|---|---|---|
| Business type | "What product or service are you measuring?" | No default |
| Customer base size | "Approximately how many customers do you have?" | Under 100 |
| Survey timing | "When should the survey go out? (post-purchase, quarterly, annual)" | Quarterly |
| Distribution method | "How will you send it? (email, in-app, SMS)" | |
| Current NPS | "Do you have a baseline NPS score?" | No baseline |
GATE: Confirm survey parameters before drafting.
Phase 2: Build Survey
Create the NPS survey with follow-up logic.
Core NPS Question
On a scale of 0-10, how likely are you to recommend [Business/Product Name] to a friend or colleague?
[0] [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
Not at all likely Extremely likely
Follow-Up Questions (Conditional)
For Detractors (0-6):
We are sorry to hear that. What is the primary reason for your score?
[ ] Product/service quality
[ ] Customer support
[ ] Price/value
[ ] Missing features
[ ] Other: ___________
What would we need to change for you to rate us higher?
[Open text field]
For Passives (7-8):
Thanks for your feedback. What would make your experience exceptional?
[Open text field]
What almost made you rate us higher?
[Open text field]
For Promoters (9-10):
That is great to hear! What do you value most about [Business/Product]?
[Open text field]
Would you be willing to share your experience as a review or testimonial?
[ ] Yes, contact me
[ ] No, thanks
Survey Email Template
Subject: Quick question — 30 seconds
Hi [Name],
One question: How likely are you to recommend [Business] to a friend or colleague?
[Click your score: 0-10]
Your feedback directly shapes what we build and improve.
Thank you,
[Name]
GATE: Present the complete survey for approval.
Phase 3: Response Plan
Define what happens after each response.
NPS Calculation
NPS = % Promoters (9-10) - % Detractors (0-6)
Score range: -100 to +100
- Below 0: Critical — more detractors than promoters
- 0-30: Needs improvement
- 30-50: Good
- 50-70: Excellent
- 70+: World-class
Response Action Matrix
## NPS Response Actions
### Detractors (0-6) — Recover
**Timeframe:** Respond within 24 hours
**Action:**
1. Personal email or call from [owner/manager]
2. Acknowledge the issue specifically
3. Offer a concrete resolution
4. Follow up within 1 week to confirm satisfaction
**Goal:** Convert to passive or prevent churn
### Passives (7-8) — Convert
**Timeframe:** Respond within 1 week
**Action:**
1. Thank them for the feedback
2. Address the specific gap they identified
3. Share an upcoming improvement relevant to their feedback
**Goal:** Move to promoter territory
### Promoters (9-10) — Activate
**Timeframe:** Respond within 1 week
**Action:**
1. Thank them personally
2. If they agreed to a testimonial, follow up with a simple template
3. Invite to referral program or advisory group
4. Ask for a public review (Google, G2, etc.)
**Goal:** Turn loyalty into advocacy
Phase 4: Program Setup
Build a recurring NPS measurement system.
Measurement Cadence
## NPS Program Schedule
**Frequency:** [Quarterly / Biannually]
**Survey window:** [2 weeks open for responses]
**Reminder:** [Send one reminder after 5 days to non-respondents]
**Target response rate:** 30%+ (offer no incentive — NPS should measure genuine sentiment)
Tracking Dashboard
## NPS Trend
| Period | Responses | Promoters | Passives | Detractors | NPS Score | Change |
|--------|-----------|-----------|----------|-----------|-----------|--------|
| Q1 | [#] | [%] | [%] | [%] | [Score] | — |
| Q2 | [#] | [%] | [%] | [%] | [Score] | [+/-] |
Quarterly NPS Review
- How did NPS change vs. last period?
- What themes appear in detractor feedback?
- Did last quarter's actions improve scores?
- How many promoters were activated (reviews, referrals)?
- What one change would have the biggest NPS impact next quarter?
Anti-Patterns
- Surveying too often — quarterly is plenty. Monthly NPS surveys cause survey fatigue and lower response rates.
- Not acting on responses — collecting NPS without responding to detractors is worse than not surveying at all.
- Incentivizing responses — gift cards for completing the survey bias results upward. Measure real sentiment.
- Only tracking the number — the NPS score is less valuable than the open-text feedback. Read every response.
- Cherry-picking timing — surveying only after positive interactions inflates the score and hides problems.
Recovery
- Low response rate (under 20%): Shorten the survey (NPS question + one follow-up only), improve the subject line, send from a personal email address.
- NPS is negative: Focus on the top 3 detractor themes. Fix those before the next survey cycle.
- User has too few customers for statistical significance: NPS still works qualitatively at small scale. Read every response as a customer conversation, not a data point.
- Promoters agree to testimonials but never follow through: Send a pre-written testimonial for their approval instead of asking them to write one from scratch.
- NPS is not changing despite improvements: Check if the improvements address the actual complaints. Often businesses fix what is easy, not what customers asked for.