Run a client NPS survey
A client survey asks the people you’ve worked for to rate you, privately. It’s the best measure of client sentiment when clients can’t leave public Google reviews, which is common for engineering, professional services and other B2B firms.
Why it matters
Section titled “Why it matters”- It measures what reviews can’t. Many B2B clients aren’t allowed to endorse a supplier in public, but will answer a private survey.
- It finds problems early. A low score with a reason attached tells you what to fix before the client goes quiet.
- It shows the trend. Asked the same way after every project, the score shows whether client experience is getting better or worse.
Pick your question
Section titled “Pick your question”Use one of two standard questions, so your score means the same as everyone else’s.
| Measure | Question | Scale |
|---|---|---|
| Net Promoter Score (NPS) | “How likely are you to recommend us to a friend or colleague?” | 0 (not at all likely) to 10 (extremely likely) |
| Satisfaction (CSAT) | “Overall, how satisfied were you with our work on this project?” | 1 (very dissatisfied) to 5 (very satisfied) |
Then add one open question straight after it: “What’s the main reason for your score?” The answers are what turn a number into something you can act on.
Optional: a question for the project, job or service. It lets you see which kind of work your clients rate highest.
Keep it short
Section titled “Keep it short”- Two or three questions. Every extra question costs you answers.
- No required comment box. Let people give just a score if that’s all they have time for.
- Mobile friendly. Most people answer on their phone.
When to ask
Section titled “When to ask”- Right after the work is handed over, while it’s fresh. For long projects, also ask at a major milestone.
- Ask every client the same way. Don’t pick only the clients you expect to be happy, or the score stops meaning anything.
- Once per project. Don’t survey the same contact more than once a quarter.
Get more people answering
Section titled “Get more people answering”- Send it from a person, not a “no-reply” address. The project lead’s name gets far more answers.
- Say why you’re asking in one line, and how long it takes (“one question, 20 seconds”).
- Put the first question in the email, so a click on the score starts the survey. Many survey tools can do this.
- Send one reminder after three or four days. Not more.
- Close the loop. Reply to every low score personally, and tell clients what you changed because of feedback. People answer when they see it gets read.
Tools you can use
Section titled “Tools you can use”Any survey tool works. Common ones:
- Microsoft Forms, included with Microsoft 365.
- Google Forms, free with a Google account.
- SurveyMonkey, Qualtrics and Typeform.
- HubSpot feedback surveys, if you use HubSpot as your CRM.
Add the results to your Marketing Feed report
Section titled “Add the results to your Marketing Feed report”Export the responses from your survey tool and upload them on the brand’s Setup tab. The report then shows your NPS or satisfaction score over the last 12 months and the themes in what clients wrote. See Upload client survey and NPS results.
Learn more
Section titled “Learn more”What is Net Promoter? (Bain & Company, who created NPS)