Survey Preparation

Net Promoter Survey Best Practices for Law Firms (Guide)

How do the best service firms do it?  Download a step-by-step guide to a successful survey program. Download the guide below to learn more about survey questions, handling detractors, and getting a high survey response rate.


What’s a Net Promoter® Score?

A Net Promoter Score (NPS) is a simple metric based on a question that asks how likely a person is to recommend a company to a friend or colleague using a numeric scale of 0-10, ten being extremely likely and zero being not at all likely.


Responses to this question are divided into three categories:

  • Promoters (give a rating of 9-10)
  • Passives (give a rating of 7-8), and
  • Detractors (give a rating of 0-6)

The NPS is then calculated by subtracting the percentage of Detractors from the percentage of Promoters.

What NPS Categories Mean

  • Promoters Respondents who answer a 9 or 10 are highly satisfied and loyal. They represent your firm’s strongest allies and are most likely actively promoting your firm to others.
  • Passives Respondents who answer a 7 or 8 are mostly likely satisfied, but somewhat indifferent and do not feel loyal to your firm.
  • Detractors Respondents who answer 0 through 6 are at high risk of leaving to work with a competitor. Even worse, not only are detractors not likely to refer your firm, they are most likely to spread negative reviews regarding their experience with you.

Taking NPS Further

Inavero’s Net Promoter survey also has NPS Driver questions including questions that allow for open-ended responses. The NPS Driver questions give firms the ability to diagnose potential causes of any problems. Additionally, the first open-ended question asks the reason for the numerical rating provided in response to the Net Promoter question, and the second asks what the firm could be doing differently to increase the value of their services.

The concept of the Net Promoter Survey was created by Fred Reichheld at Bain & Company and Satmetrix. The Net Promoter Score or NPS® was introduced by Fred in 2003 in his Harvard Business Review Article called “The One Number You Need to Grow”.



Who to Survey?

Based on data from Inavero research, we’ve found that 2/3 of the time, the decision of which firm to partner with is made by a team of people rather than a single individual.

To retain and grow client relationships, it helps to understand the needs of each person within an account, and to include decision-makers and influencers in your survey.

Download the full details here.


Pre-Survey Communication to Survey Recipients (Email Template)

Increase your response rate by notifying your survey recipient ahead of your satisfaction survey launching. Download the email template below to get started.


Pre-Survey Communication to Internal Staff (Email Template)

Communicating the launch of your survey will boost response rate and allow you to show your dedication to providing exceptional service and building strong relationships. Use the following tips to help you compose your own communication.

Announcement Best Practices

It is essential to inform your staff that you have partnered with Inavero to collect feedback and measure the satisfaction of your clients and/or talent, and that survey recipients will receive an email asking them to click a link to complete a short, 3-question survey. Outlined below are details to share internally. Your Inavero Account Manager can give you specific details to include.

  • Share the date that the survey will be sent. Explain that it will remain open for two weeks.
  • Include the name and/or title of the person who has signed the email. The survey invitation email will be signed by someone at your firm. You will designate this person in your survey contact list. Survey recipients may want to reach out to the person who signs the email, and may mention the survey in future correspondence. Therefore, it’s important that everyone is on the same page and aware of the survey.
  • Include a link to view a sample of the survey, supplied by your Inavero Account Manager. Explain that the short and concise 3-question survey format has been proven to garner a strong response rate and receive timely and actionable account level feedback.

Download these details and the email template here.