What type of survey question is best for assessing the likelihood of a customer referring your services?

The Net Promoter Score (NPS) is specifically designed to assess customer loyalty and the likelihood of customers recommending your services to others. This metric is typically collected using a simple question, such as "On a scale from 0 to 10, how likely are you to recommend our services to a friend or colleague?"

The NPS helps identify customers who fall into one of three categories: promoters (who score 9-10), passives (7-8), and detractors (0-6). This segmentation allows businesses to understand their customer base, gauge satisfaction, and strategize on how to improve service or address concerns, making it an effective tool for measurement in this context.

In contrast, ranking questions are more suited for prioritizing preferences rather than gauging referral likelihood. Multiple responses can gather varied input but lack the focus needed for a clear predictor of customer advocacy. Long answer questions may provide qualitative insights but would not give a standardized metric for easy comparison and analysis. Thus, NPS stands out as the most suitable choice for evaluating customer recommendations.