When considering your NPS program design, you need to decide which customers to invite to participate in your NPS survey. Do you ask everyone? Or do you select just a sample?


With web based surveys providing a cost effective listening strategy, you need to define an effective sampling strategy.

Two big considerations: transactional or relationship, B2B or B2C.

In most transactional environments, there is little reason to constrain your sample. Why wouldn’t you want to monitor each interaction? The only consideration for constraining your transactional sample would be your closed loop process. If you have a large number of detractors, it’s unlikely that you will be able to respond to every one in a high volume environment. However, you can consider broad communication as an alternative to one-to-one closed loop activity. You can also ask the customer if they want to be contacted in the survey which will yield a lower volume of closed loop which were likely to come back through your customer service channels anyway.

So, let’s explore relationship NPS sample strategy.

In B2B, it’s critical that you understand the loyalty of the key decision makers and end users. Many B2B organizations make the mistake of evaluating their NPS score without a clear understanding of the underlying sample. If your sample is made up of end users, you may be misled by higher scores if the end users are not an accurate reflection of the decision makers for your product or service. In B2B sure you have a governance strategy that ensures your NPS can be measured by these various roles: decision maker, influencer, end user.

In B2C, consider a sample of customers that provide you a good representation of your customer segments. Be sure your sample does not have a bias to a customer segment that is not reflective of your growth markets. Balance is important. You should also evaluate your high value customers differently than the rest. Be sure you have adequate data on the customers that matter most to the financial performance of your company.

In any sample strategy, always consider your touch rules. If I just responded to your transactional survey and you immediately send me a relationship survey, this may erode loyalty. Best practice would consider 90 days a minimum touch rule.

Bottom line: Measure who matters most to the future financial performance of your business.