The 6 Pros and Cons of NPS Surveys [According to Experts]

Nov 22, 2018
Digital Marketing Checklist


Welcome to Grace DMV SEO, a leading provider of high-end SEO services in the business and consumer services arena. In this article, we will explore the pros and cons of using Net Promoter Score (NPS) surveys, as discussed by industry experts. Whether you are familiar with NPS surveys or considering implementing them for your business, it's important to understand both the benefits and drawbacks. So, let's dive in!

Pros of NPS Surveys

1. Measure Customer Loyalty

NPS surveys offer a valuable tool for measuring customer loyalty. By asking customers a simple question like "On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?", you can gauge their level of satisfaction. This helps identify your loyal customers who are more likely to promote your business to others, potentially leading to increased brand advocacy and growth.

2. Quick and Easy to Implement

Implementing NPS surveys is relatively simple and requires minimal effort. With the availability of NPS survey tools and software, you can easily create, distribute, and analyze the results of your surveys. This makes it a great option for businesses looking for a cost-effective and efficient way to measure customer satisfaction.

3. Benchmark Performance

One of the key advantages of NPS surveys is the ability to benchmark your performance against industry standards. With NPS scores, you can compare your customer loyalty levels and overall satisfaction with those of your competitors. This valuable insight enables you to identify areas where you may be falling behind and take necessary steps to improve.

4. Identify Promoters and Detractors

NPS surveys classify respondents into three categories: promoters, passives, and detractors. Promoters are customers who are highly likely to recommend your business, while passives and detractors have varying degrees of dissatisfaction. By identifying promoters and detractors, you can tailor your marketing and customer service strategies accordingly. Promoters can become valuable brand advocates, while detractors can provide insight into areas that require improvement.

5. Gain Actionable Feedback

With NPS surveys, you can gather actionable feedback from your customers. By following up with open-ended questions like "What is the primary reason for your score?", you can gain detailed insights into customer satisfaction or dissatisfaction. This feedback can be used to drive improvements in your product/service offerings, customer experience, and overall business strategy.

6. Track Changes Over Time

Using NPS surveys on a regular basis allows you to track customer satisfaction trends over time. By evaluating changes in your NPS scores, you can assess the effectiveness of your business initiatives and identify areas for improvement. This long-term tracking enables you to make data-driven decisions and monitor the impact of your efforts.

Cons of NPS Surveys

1. Limited Contextual Information

One of the downsides of NPS surveys is the limited amount of contextual information they provide. While NPS scores indicate the overall satisfaction levels, they do not provide a deep understanding of the underlying reasons. Additional qualitative research methods may be required to gain more insights into the specific issues or areas where improvement is needed.

2. Lack of Industry-Specific Questions

NPS surveys tend to focus on general satisfaction levels and recommendations without considering industry-specific nuances. Depending on your business sector, you may find that specific questions tailored to your industry would provide more relevant and actionable feedback. Customizing NPS surveys to include industry-specific questions can help capture insights that are most beneficial to your business.

3. Potential for Biased Responses

Like any survey, NPS surveys can be subject to response bias. Customers with extreme positive or negative experiences are more likely to respond to these surveys, potentially skewing the overall results. It's important to consider this when analyzing the data and take into account the possibility of biased responses.

4. Difficulty in Reaching a Representative Sample

In some cases, it may be challenging to reach a representative sample of your customer base when conducting NPS surveys. Factors such as low response rates or survey fatigue can impact the validity of the results. To mitigate this, it's essential to employ effective survey distribution strategies and consider additional methods to capture a broad spectrum of customer opinions.

5. Limited Predictive Value

While NPS scores can indicate overall customer satisfaction and loyalty, they may have limited predictive value for future business outcomes. Other factors, such as market trends, competitor activities, and product/service quality, can influence your business success as well. Therefore, it's crucial to consider NPS scores alongside other key performance indicators to gain a holistic view of your business performance.

6. Lack of Guidance in Improvement Strategies

Although NPS surveys provide insights into customer satisfaction and potential areas for improvement, they do not provide explicit guidance on improvement strategies. Analyzing NPS scores requires further analysis, interpretation, and action planning to develop effective strategies for enhancing customer satisfaction and loyalty.


Net Promoter Score (NPS) surveys can be a valuable tool for measuring customer loyalty and identifying areas for improvement in your business. By understanding the pros and cons of implementing NPS surveys, you can make informed decisions and harness the power of customer feedback to drive your business forward. At Grace DMV SEO, we specialize in providing top-notch SEO services in the business and consumer services sector. Contact us today to learn more about how our expertise can help your business thrive.

Dan Bogdanowicz
The experts' input on NPS surveys is enlightening. It's crucial to consider various factors before implementing them.
Oct 19, 2023
Michael Polito
Insightful article! NPS surveys have their benefits and challenges, and it's crucial for businesses to assess their suitability.
Apr 13, 2022
Charlie Poe
The article provides a comprehensive overview of NPS surveys, covering the positive and negative aspects. Useful read!
Nov 26, 2021
Renee Slas
Interesting to see the different perspectives on NPS surveys. It's important to weigh the benefits and drawbacks.
Aug 15, 2021
Michael Kopacz
Great breakdown of the pros and cons of NPS surveys. Helpful insights for businesses looking to improve customer experience.
Jul 17, 2021
Mary Dunn
The discussion on the pros and cons of NPS surveys offers a thorough examination of their implications. Valuable content!
Mar 9, 2021
Jenna McKenzie
Thank you for sharing these valuable insights on NPS surveys. It's essential to consider the trade-offs before adoption.
Feb 11, 2021
Mark Cady
I found the comparison of pros and cons of NPS surveys quite informative. It's important to understand the potential impact.
Nov 2, 2019
James Hale
I appreciate the detailed analysis of NPS surveys. Understanding both sides helps in making informed decisions.
Aug 16, 2019
Andrew Rainey
The article presents a balanced view of NPS surveys, highlighting the potential advantages and limitations.
Apr 27, 2019