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13 Net Promoter Score (NPS) Visualizations [Templates]


CustomerGauge builds NPS management software for B2B companies. We also provide the tools to tackle churn and grow their referral engine.

Before you skip the rest of this intro... I'm telling you this because the 13 NPS visualizations in this article are all from our software.

They’re really in use everyday by 100s of global corporations (like Heineken, Coca-Cola, and DHL).

They’re really powerful ways to connect NPS scores to metrics that matter to your business.

Unlike most articles on this subject, our product managers and designers extensively tested these visualizations. You can truly trust them for inspiration.

We’ll cover three sections from the widget library within our software:

Section number three is the most important one for those of you in the B2B space.

You must tie your NPS and CX metrics to revenue outcomes to get cross-organizational buy-in for CX. These visualizations will help with that.

5 Ways to Visualize Your Net Promoter Score

In this section, we focus on the different ways to visualize the NPS score itself without any cross-segmentation.

1. NPS performance gauge visualisation

    The most simple and effective way to represent your Net Promoter Score visually is through a gauge.

    While it doesn’t bring much in the way of actionable analysis to your score, the use of red, grey and green is a great way to show company performance across your organization without confusion.

    Discover: 4 juicy ways to answer 'What is a good NPS score?'

    NPS Gauge Visualization

    2. NPS by frequency visualisation

    The NPS frequency widget in the CustomerGauge dashboard is another very simply but powerful tool to convey NPS performance.

    Each bar in the chart shows the distribution of scores across each of the potential score options (0-10).

    NPS Frequency Visualization

    Whether the majority of your scores are in the green, like in the below example, or not, will be crystal clear for the reader. The addition of frequency volume and percentage statistics clearly indicate an NPS survey’s success.

    NPS Frequency Visualization

    3. NPS stacked column data visualisation

    Utilizing a stacked column graph segmented by month or quarter is popular because of how they visually represent the trend of the three NPS groups: detractor, passive and promoter.

      One downside is that it can be hard to compare like to like. Unless you survey the same customers each time, improvements could be down to differences in who was surveyed rather than progress made to the customer experience.

      NPS Stacked Column Visualization

      4. Net Promoter combo visualization

      Our NPS combo visualization widget shows a stacked chart of NPS over time, paired with other factors impacting your NPS score.

        For example, in the image below, we tracked the volume of detractors, passives and promoters with an overlay of response rate. This normalizes the responses to some extent, so that the reader of the graph is aware of other factors, like a low response rate, that could be contributing to a rise or fall in NPS score.

        NPS Combo Data Visualization

        5. NPS visualization via a data table

        Similar to the stacked NPS charts above, the popular trend table segments your survey respondents and then assesses performance by chosen time period.

          Some people work better with hard data rather than colour coded graphs so this is a great alternative to add clarity to your NPS dashboard.

          NPS Visualization Stacked Columns

          Learn: 10 Ways To Improve Your NPS Score

          4 Ways to Bring Segmentation Into Your NPS Visualization

          Segmentation is a great way of adding flavour to your NPS scores. They provide an automatic layer of analysis that lets you think deeper about your performance.

          1. Utilizing the loyalty spectrum visualization widget

          The loyalty spectrum widget is a powerful tool to get your NPS analysis started.

          It shows your NPS survey response distribution by detractor, passive or promoter, segmented by a factor of your choice.

          Popular segments we see are B2B vs B2C customers, language of recipient, region of recipient, the touchpoint (useful for transactional NPS surveys), and by account revenue value.

          Each of these lets you dig deeper into the nuance of your score.

          NPS Loyalty Visualization

          2. NPS driver visualization

          Our fleet of NPS driver widgets include waterfall charts, loyalty charts, scatter plots and other tables.

          Once you, or your NPS software, has calculated the contribution of each driver to the overall NPS score, an NPS driver segmentation is a great way visualize it.

          The chart below shows that the ‘customer support’ touchpoint is a controversial one, contributing significantly to the responses of both promoters and detractors.

          Driver Visualization

          3. Responses by segment

          Whether your NPS surveys received a response or not is a telling signal. Disengaged customers typically have a low response rate, a sign that they’re likely to churn in the future.

          By segmenting by customer account or region (or whatever you’d like), the below chart reveals areas of low performance that your team can work on.

          Top tip: Closing the loop in under 48 hours encourages a higher response rate.

          NPS Responses Visualization

          4. The NPS tag table

          Our NPS tag table visualization is a continuation of our AI analytics capabilities. Within CustomerGauge, text and sentiment analytics is used to understand the free-text survey field.

          We recommend that our customer’s offer a free-text space for their customer’s to leave a comment. This often translates into fruitful feedback to learn from.

          The NPS tag table takes all of those free-text responses, identifies common themes and topics and lets you know the volume and sentiment of each one. This widget is really popular for CX research because it doesn’t just show you what topics customers care about, but also which ones inspire the most strong emotions (love and hate).

          NPS Text Analytics Visualization

          4 NPS Visualizations That Drive Growth—Segmenting by Revenue

          One of the most important things you can do for your business growth, NPS program, and customers is to tie your NPS score to financial outcomes. These growth-focused NPS visualizations help you do that.

          1. Average Spend of Each Loyalty Bucket

          Our revenue simulator widget is extremely valuable. It shows a snapshot of your company's financial health by tying the score of your customer to the annual revenue they bring in for you.

          The effect is to show you how much of your overall annual revenue sits with promoters (safe) vs detractors (at-risk) so you can turn up to your management meeting with clarity on why CX needs investment this year.

          We’ve also added a slider so you can simulate the impact of converting more detractors into promoters (a great way of getting buy-in for a powerful closed loop process).

          NPS Revenue Link Visualization

          2. The NPS Lifecycle Visualization

          The NPS lifecycle widget in the CustomerGauge NPS platform is one of our most powerful for B2B businesses.

          The lifecycle widget utilizes the pareto principle (when adapted to business, it states that roughly 80% of your revenue comes from 20% of your customers) to assess the health of your top customers.

          It first takes a look at your highest value customers and divides them into top 80% of revenue vs bottom 20%. Leveraging the NPS score, it divides those customers into “at-risk” (i.e. their overall NPS score is less than -20) and “safe” (i.e. their overall NPS score is more than 20).

          Critical to the visibility of your customer health is the last column, “unknown”. It tells you how much revenue is unaccounted for (they didn’t respond to the survey).

          Would you be comfortable knowing $9.2m in revenue isn’t filling out your NPS surveys?

          NPs Revenue Lifecycle Visualization

          3. NPS SWOT

          The NPS SWOT (strengths, weaknesses, opportunities, threats) helps to visualize the opportunities your customer base represents.

          The SWOT uses both the NPS score and the annual revenue of each customer to determine their place. An opportunity, for example, is a customer with a high NPS score but low revenue (and opportunity to upsell into that account, since they're so happy with your service).

          On the other hand, a threat is a customer account with a low NPS score but high revenue—a high value customer is unhappy.

          NPS Swot visualization

          4. NPS absence of signal

          We’d rather our customers are unhappy and giving us feedback than completely disengaged. At least unhappy customers can be listened to and their feedback acted upon (indeed, detractors are more likely than any other group to become future promoters).

          Our absence of signal graph indicates whether a customer is disengaged or not. By integrating several customer touchpoints (customer support, surveys, quarterly reviews) you can track whether that account is being energised throughout the year.

          If you see a lot of empty engagement signals on a high value account, it’s time to act fast to prevent churn.

          NPS Activity Signals Visualization

          Free NPS Dashboard Excel Template

          In our article on 'How to Calculate the NPS Score' we provide an Excel template that helps to calculate and visualize your NPS score. You can visit here to follow the step-by-step and download that Excel spreadsheet.

          We also created a calculator to understand the contribution of each NPS driver to the overall score, you can download that here.

          What's Next?

          That concludes a review of our most powerful NPS visualization widgets. I hope that gives you inspiration for your own dashboard if you’re building one.

          We have tons more widgets like these in our B2B NPS software. We help B2B companies run their entire NPS programs, including closing the loop and accelerating customer referrals.

          If you’ve enjoyed browsing our widgets, please feel free to reach out to us to learn more about how we can help your company tackle churn and grow faster using NPS. Book a meeting with sales here.

          Next Up: When to Send Your NPS Surveys (What The Data Says)

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