Prepared for Michael K. | Delivered July 30, 2020
Best Practices: NPS Email Survey
To best practices for sending NPS survey over email including appropriate timing in the lifecycle of a hardware product user.
NPS for Hardware Products
The "standard [Net Promoter Score (NPS)] for the
computer hardware business" was 32%
in 2019. And, companies like Apple has an NPS of 72.
The 2020 benchmark for consumer brands/electronics NPS is
and Apple has a score of
Soliciting Responses for Hardware Products/Consumer Electronics
To solicit responses to measure NPS for hardware products or consumer electronics, companies should consider sending a survey "
after a service incident
(using feedback capabilities), or during the
According to Customer.guru ("one of many
NPS benchmark aggregators
"), companies like Apple should send an NPS survey immediately after purchase, to measure the customer's
and experience with checkout. And, if companies want to measure the customer's satisfaction with the product over time, emails are to be sent a few weeks later.
Transactional surveys should also be carried out to understand "how
customer loyalty changes
through their various points of interaction".
"According to the
first annual NPS Benchmark Study
by Ask Nicely/CANAM Research", companies usually get a response rate of
between 11% and 20%
using one method to distribute the survey but those that use two methods (e.g. email and phone) get an increase in the response rate of
31 — 50%
The report also showed that responses from
42% of organizations
will be received in the first week it was received.
In our background research, we found that information about NPS and best practices is publicly available. However, we could not find details specific to the appropriate time to measure NPS for hardware products but found some information about consumer electronics, which we included.
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