5 NPS Follow-Up Questions That Unlock Real Insights in the Accounting Industry
Net Promoter Score (NPS) has become one of the simplest ways for accounting firms to measure client satisfaction and loyalty. But while the score itself tells you how clients feel, the real value comes from understanding why they feel that way. That’s where follow-up questions matter.
When used well, NPS follow-up questions open the door to deeper conversations about service quality, communication, and client experience. They bring clarity to what your firm is doing right, and just as importantly, what needs attention before it becomes a bigger issue.
Here are five powerful NPS follow-up questions that help accounting leaders uncover actionable insights and build stronger client relationships.
- “What’s the biggest reason for the score you gave us?”
This direct, open-ended question gets to the heart of the client’s experience. Whether a client is a promoter or a detractor, their immediate reasoning reveals what’s influencing satisfaction the most — whether it’s responsiveness, accuracy, expertise, or ease of working with your team.
Why it works: It gives you unfiltered, high-impact feedback tied directly to your NPS rating.
- “What’s one thing we could do to make working with us even better?”
Even your happiest clients have ideas on how you could improve. This question gives them permission to share constructive feedback in a positive framework.
Why it works: It signals humility, invites collaboration, and regularly produces small but meaningful improvements to workflow and communication.
- “How well do you feel we understand your business and goals?”
In accounting, technical expertise is expected. What differentiates great firms is their level of business insight and partnership. This question uncovers whether clients feel genuinely understood — and whether your advisory services are meeting the mark.
Why it works: It links satisfaction to perceived strategic value, not just task completion.
- “Is there anything about our communication that you’d like us to improve?”
Client frustrations often come from communication gaps, not technical errors. Response times, clarity, frequency, or even the channels you use all play a role.
Why it works: It helps you catch friction points early and refine the client experience before issues escalate.
- “What would make you more likely to recommend us to a colleague?”
This question reframes the NPS ask in a way that encourages clients to imagine your ideal state. Their answers often point to opportunities in service expansion, technology adoption, or relationship management.
Why it works: It connects feedback directly to loyalty and growth potential.
Bringing It All Together
NPS is more than a metric — it’s an opportunity to listen, learn, and lead. Accounting clients value trust, clarity, and partnership, and these follow-up questions help you understand how well you’re delivering on each.
By incorporating these questions into your NPS process, your firm can:
- Identify patterns and root causes behind client sentiment
- Strengthen client relationships through meaningful conversation
- Prioritize improvements that matter most
- Turn satisfied clients into enthusiastic advocates
When clients feel heard, they feel valued — and that’s the foundation of a truly exceptional client experience.