When asking for feedback via email and surveying your customers’ experience, you have four feedback types to choose from:
- Net Promoter Score (NPS)
- Star Ratings
- Smileys/Sad Faces
- Thumbs Up/Down
- The “source” for this data will be labeled as “Feedback”, to differentiate it from data posted on online review sites.
- All feedback ratings are normalized to the standard 1-5 star rating scale to simplify reporting calculation. However, if you click on an individual feedback result from the “Ratings & Reviews” page, you can easily find the unique feedback type.
- To choose your feedback type, start with the default feedback template. Either choose your feedback type while composing a new email, or set up a custom template for future use with your choice of type.
Read on for more information about each feedback type.
Net Promoter Score (NPS): a 0-10 rating scale.
The Net Promoter Score (NPS®) is a widely used management tool for companies looking to gauge customer loyalty. Using NPS in your feedback survey means asking the question, “On a scale of 0 to 10, how likely are you to recommend this business?”
The results enable you to categorize customers into Promoters, Passives, and Detractors. (To calculate your Net Promoter Score, simply subtract the percentage of Detractors from the percentage of Promoters.)
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word of mouth.
Stars: a 1-5 rating scale using stars.
The 5-star rating scale is the most widely used for rating a business. If you’re interested in capturing your own first-party reviews and using these as testimonials on your web properties or marketing collateral, this is a great option.
Happy/Sad Faces & Thumbs Up/Down
Emotion-rooted feedback types like faces (😊/😞) and thumbs (👍🏻/👎🏻) simplify the feedback you’re getting, while also empowering your customers to share their feedback in the way they (or you) prefer.
This feedback type also allows you to cut out the passive 3-star rating and let customers get straight to the point: happy vs. unhappy, good vs. bad.
Companies like Netflix are switching to this type of rating due to:
- Lack of Volume: Users rarely give 2- and 3-star ratings; they often chose 1 or 5 stars.
- Ratings could be misleading: Users can rate a movie with 3 stars, but then rewatch it often.
Are you officially full of great ideas to use these yet? Let us know if you have any questions!
Email firstname.lastname@example.org and we’ll be happy to help.