How to Use NPS surveys as part of your product Strategy?

As a product manager or founder, you know that understanding your customers is crucial for the success of your product. One powerful tool you can use to gain valuable insights is the Net Promoter Score (NPS) survey.

In this blog post, we’ll guide you through the process of using NPS surveys to measure Customer Satisfaction, ultimately leading to higher Product adoption. Plus, we’ll introduce you to Eyelet, a user onboarding tool that can help you create and manage NPS surveys with ease, and how we are using Eyelet to collect customer feedback.

Let’s go!

Understanding What NPS Surveys are and How to Use Them?

Net Promoter Score (NPS) surveys are a simple and effective way to measure customer satisfaction and loyalty. They ask customers to rate their likelihood of recommending your product or service to others, typically on a scale from 0 to 10. Based on their responses, customers are categorized as promoters, passives, or detractors.

To use NPS surveys effectively, you need to understand their purpose and how they can benefit your product. NPS surveys help you identify areas of improvement, uncover user pain points, and gather insights on what makes your customers happy.

Here’s a five-step process to implement NPS for your product.

1. Develop an Effective NPS Survey Strategy

An effective NPS survey strategy starts with setting clear objectives. Determine what you want to achieve with your surveys and how they fit into your overall product strategy. This might include increasing feature adoption, reducing churn, or identifying opportunities for product improvement.

Next, plan the frequency and timing of your NPS surveys. While it’s essential to gather feedback consistently, avoid overwhelming your customers with too many requests. Try to strike a balance between gathering valuable data and respecting your customers’ time.

Segment your audience to target specific groups of users with tailored survey questions. This can help you uncover insights that are unique to different customer segments, such as new users, long-term customers, or those who have recently experienced a particular feature.

2. Send the Right Questions at the Right Time

To maximize the effectiveness of your NPS surveys, ask the right questions at the right time. Make sure your questions are clear, concise, and relevant to the user’s experience. Avoid leading questions or those that are too broad or vague.

Timing is also crucial. Aim to send your NPS surveys when the user’s experience is still fresh in their mind. For instance, consider sending a survey after a user has completed a key action, used a specific feature, or reached a milestone in their customer journey.

3. Track and Analyze Your Results

Once you’ve collected NPS survey responses, it’s time to track and analyze the data. Start by calculating your overall NPS score, which is the percentage of promoters minus the percentage of detractors. This score can help you gauge the overall satisfaction and loyalty of your customer base.


NPS Formula

Next, dive deeper into the data by looking at individual responses and feedback. Identify trends and patterns, such as common complaints, praise for specific features, or areas where your product excels or falls short. Pay particular attention to feedback from detractors, as their insights can be invaluable in identifying areas for improvement.

4. Leverage Your Results to Improve Your Product

Armed with insights from your NPS surveys, you can now make data-driven decisions to enhance your product. Share the findings with your team and work together to prioritize improvements based on customer feedback. This might include addressing common pain points, refining existing features, or developing new solutions that cater to your customers’ needs.

Remember, the ultimate goal is to increase customer satisfaction and loyalty. By acting on the feedback you receive, you can demonstrate to your customers that you value their opinions and are committed to providing the best possible product experience.

5. Keep Your Customers Engaged With Follow-Up Surveys

NPS surveys shouldn’t be a one-time effort. To maintain a strong understanding of your customer’s needs and expectations, it’s essential to conduct follow-up surveys regularly. These surveys can help you gauge the effectiveness of the improvements you’ve made and ensure that you’re continually meeting your customers’ needs.

Additionally, follow-up surveys can help you build stronger relationships with your customers. By demonstrating that you value their feedback and are committed to making improvements based on their input, you can foster trust and loyalty among your user base. 

How do we use NPS surveys at Eyelet?

At Eyelet, we’ve developed our own approach to using NPS surveys to gather valuable insights and continuously improve our product. By focusing on creating an emotional connection with the user and addressing specific issues, we ensure our customers feel heard and satisfied with our product.

Here’s a breakdown of how we use Eyelet’s NPS survey feature at Eyelet:

  1. Simplified NPS Surveys: Instead of using a traditional NPS survey with a score ranging from 0 to 10, we opt for a simplified survey that provides either a positive or negative response. This helps us create an emotional connection with the user and encourages them to share how they feel about our product.
  2. Follow-up on Negative Responses: For each negative response we receive, we create a follow-up question asking the user to specify why they dislike a particular feature or the product itself. This helps us gather more detailed information and address the issues they’re experiencing.
  3. Update Options Based on Feedback: As we collect feedback from detractors, we update the options in our follow-up questions to reflect the most common complaints. This allows us to keep our surveys relevant and focused on the issues that matter most to our users.
  4. Help Users Overcome Hurdles: When a user selects a popular complaint, we provide them with immediate assistance, such as a message about our plans to address the issue, a link to our product roadmap, or a video demonstrating a workaround. By offering support and solutions within the app, we can help users move past their challenges and potentially turn them into promoters.
  5. Discuss Feedback with the Team: After collecting feedback from our NPS surveys, we discuss the findings with our team to determine which areas need improvement and what we should prioritize in our product development. This collaborative approach ensures we’re making data-driven decisions that align with our users’ needs and expectations.
  6. Continuous Improvement: Our commitment to using NPS surveys as a tool for growth and improvement is at the core of our product development strategy. By actively listening to our users and addressing their concerns, we are continuously improving the product user experience.


NPS surveys are a powerful tool for product managers and founders looking to gain valuable insights from their customers. By implementing an effective NPS survey strategy, asking the right questions at the right time, and leveraging the data to improve your product, you can increase feature and product adoption while keeping your customers satisfied.

To make the process even easier, consider using Eyelet, a user onboarding platform designed to help you onboard new users smoothly and enhance your product’s user experience. With Eyelet’s BOT feature, you can create NPS surveys in less than 5 minutes, allowing you to gather customer feedback quickly and efficiently.

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