NPS Survey

Quarterly Net Promoter Score survey to every paying customer. Lightweight, structured, comparable over time.

Why NPS

• One number that's comparable quarter-over-quarter
• Triggers conversation about specifics (the open-ended follow-up is the value)
• Industry-standard benchmark (you can compare LAIRA's NPS to other B2B SaaS)
• Identifies promoters (likely referrers) and detractors (churn risk) systematically

Cadence

• Round 1: End of Q3 2026 (or 90 days after first 100 paying customers)
• Round 2: End of Q4 2026
• Round 3: End of Q1 2027
• Round 4: End of Q2 2027

After the first 4 rounds, settle into a quarterly rhythm. Avoid running NPS more frequently than quarterly; survey fatigue degrades response quality.

Delivery channel

• Email is the default. Subject line + 30-second commitment.
• In-product (if Airwai builds an in-app NPS prompt) — secondary channel
• Direct phone call for high-value accounts or after a long silence

The survey itself

Three questions. That's it. Keep it to three.

Question 1 — The NPS question

On a scale of 0 to 10, how likely are you to recommend LAIRA to a colleague in your field?

• 0–6 = Detractor
• 7–8 = Passive
• 9–10 = Promoter
• NPS = % Promoters − % Detractors

Question 2 — The reason

What's the main reason for your score?

Open text. This is the gold.

Question 3 — The opportunity

If you could change one thing about LAIRA, what would it be?

Open text. This is the roadmap input.

Email template

Subject: A 30-second favor — quick LAIRA survey

Hi [first name],

Three questions, 30 seconds. Your honest answer matters more than you think — it goes directly to our product team.

1. On a scale of 0 to 10, how likely are you to recommend LAIRA to a colleague in your field? [link to survey]

2. What's the main reason for your score?

3. If you could change one thing about LAIRA, what would it be?

Survey takes 30 seconds. If you'd rather respond by replying to this email, that works too.

Thanks, [Caller name] Airwai, Inc.

Survey tooling

• Use Typeform, SurveyMonkey, or HubSpot's native NPS feature (whichever is already in use)
• Auto-populate the customer's HubSpot record with their score + open responses
• Set up automatic follow-up workflows by score:
• Promoters (9-10) → "Thank you" + referral ask
• Passives (7-8) → "Tell us what would have made it a 9 or 10" follow-up
• Detractors (0-6) → IMMEDIATE phone outreach (within 48 hours)

Detractor protocol

A 0-6 score is a churn warning. Treat it as urgent.

Within 48 hours of receiving a detractor score: 1. Call the customer directly (don't email-pile) 2. Ask: "I saw your NPS response. I want to understand what's going wrong so we can fix it." 3. Listen. Don't argue. Don't pitch fixes prematurely. 4. Document: what's broken, what they want, whether they're recoverable. 5. Route to Manomit / Amir as needed. 6. Within 1 week, send a follow-up summarizing what you heard and what's going to happen.

If the detractor is recoverable, this becomes a retention win. If they're not, the exit interview becomes the data point.

Promoter protocol

A 9-10 score is a marketing asset. Treat it as opportunity.

Within 5 business days: 1. Email the promoter: "Thank you. Glad LAIRA is working. Two asks — would you be willing to refer a peer? Would you be open to your name appearing in a case study?" 2. If yes to either, route the relationship to a structured follow-up 3. Promoter quotes (with permission) feed marketing collateral

NPS reporting

Quarterly NPS report includes: - Overall NPS score - Promoter / Passive / Detractor distribution - Top 5 themes from Question 2 (reasons) - Top 5 themes from Question 3 (improvement requests) - Cohort comparison: have new customers' NPS improved over time? - Persona breakdown: how does NPS differ by persona?

The quarterly NPS report goes to Airwai (Amir + Manomit) in the same package as the monthly "what we heard" digest.

Benchmarking

Industry	Median NPS
B2B SaaS overall	30–40
Vertical B2B (small specialty)	40–50
Best-in-class SaaS (the upper quartile)	50–70

For a year-1 product, an NPS of 30+ is healthy. 40+ is excellent. 50+ is rare and a sign of product-market fit at scale.

If LAIRA's NPS is under 20, that's a signal something is structurally wrong. Treat it as critical.