Why Are Net Promoter Score Surveys (NPS) Written in Passive Voice?

Net Promoter Score (NPS) surveys are widely used tools in customer satisfaction and loyalty measurement. However, the phrasing of NPS questions has been a subject of discussion. A common question is: 'On a scale from 0 to 10 how likely are you to recommend our company to a friend or colleague'. This version, written in active voice, is the most accepted and recommended version. In this article, we will explore the reasons behind the use of passive voice in NPS surveys and provide examples to clarify this concept.

Understanding Active and Passive Voice

In grammar, voice refers to the relationship between the subject of a sentence and the verb. Active voice is when the subject performs the action denoted by the verb. For example, in the sentence 'You recommend our company to a friend or colleague', the subject ('you') performs the action ('recommend').

Conversely, passive voice is when the subject receives the action of the verb. In the sentence 'Our company is recommended by you', the subject ('company') is acted upon by the verb ('recommend').

Example of an NPS Survey in Passive Voice

Consider the following example of an NPS survey question in passive voice:

Passive Voice Example: 'On a scale from 0 to 10 how likely is our company to be recommended by you to friends or colleagues'

Let's break down this sentence to understand the elements:

Receiver of action ('our company'): The company is receiving the action of recommendation. Action ('to be recommended'): This is the action being performed on the subject ('our company'). Doer of action ('by you'): The person who is performing the action ('to be recommended'). Action affected ('to friends or colleagues'): Who or what the recommendation is being done to.

Why Active Voice is Preferred in NPS Surveys

The common version of the NPS question, written in active voice, is 'On a scale from 0 to 10 how likely are you to recommend our company to a friend or colleague'. This version has several advantages:

Clarity and Simplicity: Active voice is generally easier to understand, making the question more straightforward for respondents. Engagement: Active voice questions engage the respondent more directly, potentially leading to more thoughtful and detailed responses. Focus on the Person: The active voice highlights the respondent as the doer of the action, which can make the question feel more personal and authentic. Subjectivity: Active voice emphasizes the subjective nature of the respondent's opinion, which is the core of NPS surveys.

Understanding the Impact of Voice on Survey Performance

The choice between active and passive voice can significantly impact the perceived clarity and effectiveness of your NPS survey. While passive voice can sometimes make the question sound smoother, the benefits of active voice in NPS surveys outweigh this:

Comprehensibility: Active voice makes the question easier to understand, reducing the cognitive load on the respondent. Engagement: Active voice can make the survey more engaging, as it places the respondent at the center of the action. Reliability: Active voice questions are often more reliable, as they are less likely to be misinterpreted or misunderstood. Credibility: Active voice enhances the credibility of the survey by placing the respondent's voice at the forefront.

Conclusion

While it can be tempting to use passive voice in NPS surveys for the sake of smoothness, the preferred active voice version is generally more effective and engaging. Active voice makes the survey questions clearer, more engaging, and more reliable, which are key factors in gathering meaningful and actionable insights from your customers.

Key Takeaways:

Active voice in NPS surveys emphasizes the respondent as the doer of the action, making the question more personal and engaging. Active voice is clearer and easier to understand, reducing cognitive load and improving the respondent's experience. Active voice enhances the reliability and credibility of the survey by placing more emphasis on the subjective opinions of the respondents.

For more insights and tips on improving your NPS surveys and enhancing customer satisfaction, continue exploring our resources and stay tuned for our latest updates.