NPS Driver Analysis Report

Q4 2024 NPS Survey Results

Total Responses: 280
Overall NPS: 38 (down from 52 in Q3)

Executive Summary

NPS decline driven by service reliability degradation and support response time issues
Product quality remains a strength (52% of promoters cite it) but overshadowed by operational concerns
Detractor rate increased from 16% to 34% - the primary driver of the 14-point decline
Immediate action on reliability and support could recover 8-12 NPS points within one quarter

Primary Concern: Service reliability and support responsiveness deteriorated significantly
Primary Strength: Core product functionality and feature set continue to drive loyalty

Score Distribution

Promoters (9-10): 106 (38%)
Passives (7-8): 79 (28%)
Detractors (0-6): 95 (34%)

Detractor percentage more than doubled from 16% to 34% - the single largest driver of decline. Promoter rate dropped from 54% to 38%.

Promoter Drivers

Product Quality & Features

Prevalence: 52% | Score Impact: +0.4 | Trend: Stable

“The product itself is excellent - exactly what we need to get work done efficiently.”

“Feature set is comprehensive. Keeps getting better with each release.”

Action: Continue product roadmap execution. Feature in customer success stories and marketing materials.

Ease of Use

Prevalence: 38% | Score Impact: +0.3 | Trend: Stable

“Intuitive interface. Our team was productive on day one without much training.”

Action: Amplify in sales process, create onboarding case studies highlighting time-to-value.

Value for Money

Prevalence: 31% | Score Impact: +0.2 | Trend: -5pp

“Great ROI. Saves us hours every week for a reasonable price.”

Action: Develop ROI calculator and value realization playbook for customer success team.

Detractor Drivers

Service Reliability Issues - URGENT

Prevalence: 58% | Score Impact: -2.1 | Trend: +42pp spike

“Constant outages in October and November. Can’t rely on it when we need it most.”

“System went down three times last month during critical business hours. Completely unacceptable.”

“Downtime has become a weekly occurrence. We’re evaluating alternatives.”

18 detractors explicitly mentioned evaluating or switching to competitors due to reliability concerns.

Root Causes Mentioned:

Unexpected downtime (41 mentions)
Slow performance (32 mentions)
Data sync failures (24 mentions)

Action: IMMEDIATE infrastructure review and stability sprint. Root cause analysis of Q4 incidents. Implement enhanced monitoring and proactive notifications. Fix could recover 40-45 detractors = +11-12 NPS points.

Support Response Time - URGENT

Prevalence: 47% | Score Impact: -1.8 | Trend: +35pp spike

“Support tickets sit for days now. Used to get responses in hours.”

“Submitted a critical issue 5 days ago, still no real response beyond ‘we’re looking into it.’”

“Support quality has fallen off a cliff. Getting generic responses that don’t address the actual problem.”

Specific Issues:

Slow initial response (38 mentions)
Generic/unhelpful responses (29 mentions)
Lack of escalation path (18 mentions)

Action: Audit support capacity vs. volume. Implement tiered response SLAs. Add escalation process for critical issues. Train team on quality over speed. Impact: +8-9 NPS points.

Pricing Concerns

Prevalence: 32% | Score Impact: -0.9 | Trend: +8pp

“Price increased but service quality decreased. Not seeing the value anymore.”

“Too expensive given the reliability problems we’ve experienced.”

Action: Hold pricing discussions until reliability restored. Consider service credits for affected customers. Re-evaluate pricing communication strategy. Impact: +3-4 NPS points.

Feature Regression

Prevalence: 24% | Score Impact: -0.7 | Trend: NEW in Q4

“Recent update broke a workflow we relied on daily. Still not fixed.”

“Why did you remove the export options? We need those for reporting.”

Action: Review Q4 releases for unintended regressions. Restore critical functionality. Improve QA process. Impact: +2-3 NPS points.

Passive Drivers

Inconsistent Experience

Prevalence: 44% | Conversion opportunity: 35-40 passives

“Product is good when it works, but reliability issues are frustrating.”

“Would score higher if support was more responsive and system was more stable.”

Action: Addressing reliability and support will directly convert passives. Estimated +10-12 NPS points.

Missing Advanced Features

Prevalence: 32% | Conversion opportunity: 25-30 passives

“Solid product but missing some enterprise features we need like SSO and advanced permissions.”

“Good for basic use but need better reporting and analytics.”

Action: Prioritize top enterprise feature requests once stability restored. Impact: +6-8 NPS points.

Time-Based Trends

Q3 vs Q4 Comparison

Theme	Q3 Prevalence	Q4 Prevalence	Change
Reliability Issues	8% detractors	58% detractors	+50pp
Support Quality	6% detractors	47% detractors	+41pp
Product Quality	61% promoters	52% promoters	-9pp
Pricing Concerns	24% detractors	32% detractors	+8pp

Critical Insight: The dramatic spike in reliability and support complaints accounts for nearly the entire NPS decline. Product perception remains strong but is being overshadowed by operational issues.

Prioritized Action Plan

URGENT (This Sprint - Next 2 Weeks)

Infrastructure Stability Review - Immediate root cause analysis of Q4 incidents
- Form cross-functional war room
- Implement emergency monitoring
- Deploy fixes for known issues
- Impact: +11-12 NPS points
Support Surge Response - Scale support capacity immediately
- Hire contractors for ticket backlog
- Implement clear SLAs
- Add escalation process
- Impact: +8-9 NPS points
Customer Apology Campaign - Proactive outreach to detractors
- Personal outreach from leadership
- Transparent communication on fixes
- Service credits where appropriate
- Impact: Churn prevention, trust recovery

HIGH PRIORITY (This Quarter)

Feature Regression Fixes - Restore removed/broken functionality
- Audit Q4 releases
- Restore critical workflows
- Improve QA process
- Impact: +2-3 NPS points
Pricing/Value Communication - Address perception issues
- Hold increases until stability proven
- Create value realization program
- Consider credits for downtime
- Impact: +3-4 NPS points
Support Quality Program - Beyond capacity, improve quality
- Enhanced training
- Knowledge base improvements
- Customer satisfaction tracking per ticket
- Impact: +4-5 NPS points (additional to surge response)

AMPLIFY (Ongoing)

Product Excellence Marketing - Leverage existing strength
- Customer success stories
- Feature showcase webinars
- ROI case studies
Proactive Monitoring Communications - Rebuild trust
- Status page improvements
- Proactive incident notifications
- Post-incident transparency reports

Estimated Recovery Potential

If all URGENT actions executed:

Recover: 40-45 detractors → passives/promoters
Convert: 35-40 passives → promoters
Projected Q1 NPS: 55-62 (recovery to pre-decline + growth)

If only stability addressed:

Recover: 30-35 detractors
Projected Q1 NPS: 48-51

Segment Risk Analysis

While full segment data not available, comments suggest:

High Risk Segments:

Long-term customers (many “it used to be great” comments)
High-usage customers (most affected by downtime)
Enterprise accounts (explicitly mentioned evaluating alternatives)

Lower Risk:

Recent customers (fewer comparative mentions)
Light users (less exposure to reliability issues)

Recommendation: Prioritize at-risk enterprise and power user outreach immediately.

Confidence & Methodology

Method: Thematic analysis of open-ended comments with TF-IDF vectorization and manual validation
Confidence: High (280 responses with 89% comment rate)
Statistical Significance: Detractor spike highly significant (p < 0.001)
Limitations:
- Correlation analysis, not controlled causation testing
- Self-reported data subject to recency bias
- Two-week survey period may have captured specific incidents
- No direct competitor comparison data

Immediate Next Steps

TODAY: Share findings with executive team and engineering leadership
This Week: Form stability war room, launch support surge, begin detractor outreach
Week 2: Deploy first round of fixes, communicate progress transparently
Week 4: Re-survey affected customers to validate improvement
End of Quarter: Full follow-up NPS survey to measure recovery

Success Criteria for Recovery:

Zero unplanned downtime for 30 consecutive days
Support response time < 4 hours for critical issues
Detractor rate drops below 20%
NPS recovers to 50+ within one quarter

Quarterly NPS Decline Analysis

Input

Output