For those of you who might be new to this, NPS is a simple one-question survey in which you ask your customer “How likely are you to recommend our product to friends or colleagues?”. Because NPS is a strong indicator of customer satisfaction across support, product, success, and more, it’s meaningful for all departments. Not only does it indicate how loyal your customers are, it also helps you gauge the entire company’s customer centricity.
Customer Success teams pay close attention to NPS that is low, because they know decreasing NPS indicates an existing risk of churn. But the great news is that we made a helpful infographic to inform you on things you can do to power up your Customer Health Score and NPS program when you integrate a customer feedback platform with your Customer Success Platform. And also threw in other things you should probably avoid.
DO Bring emotion into your health score equation with NPS
A lot goes into creating a powerful, actionable health score. From outcome metrics to usage data, to engagements – there’s a lot of data out there to indicate how healthy your customer truly is. Yet, if you think you’re getting a full picture of your customer, but you’re not asking them exactly how they feel, you’re missing the point.
Not only should NPS be taken into account when calculating health, but it should trigger early warnings when dropping into passive or detractor territory. Everything can look fine in usage data, but a weak NPS indicates your customer is not seeing the value – and that’s a red flag. Similarly, a promoter is literally telling you that they get so much value out of your service that they would recommend you – this warrants looking into putting that customer through your customer advocacy playbook.
DON'T Say goodbye to your customers too soon
Gather feedback at key points of the customer journey to give more context and meaning to your NPS score. You can automatically send an NPS email to your key contacts when for example you can’t save a customer, and they churn. The feedback of a churned customer is invaluable, try triggering one last campaign for those accounts and ask for their feedback.
At the same time, you can automatically survey end users of your application at a regular cadence -- say every 90 or 120 days -- depending on how rapidly your product is evolving. Having your finger on the pulse of end-user sentiment can help you avoid surprises in your next QBR.
DO maximize response rate and foster relationships by segmenting users and sending NPS surveys via different channels.
Drive more responses by surveying users where they are most likely to respond. For key contacts, send automated emails that come directly from your CSM’s email address. This allows the recipient to answer directly from the comfort of their inbox, a place they expect to hear from you.
DON'T take too long to analyze the results of your NPS program.
It is possible to analyze Net Promoter Score data in spreadsheets but most SaaS companies find that cumbersome. You may lose customers if you lag. Many opt to use a platform to aggregate feedback and analyze the data. Looking at your NPS by customer segment -- by key contacts vs end users, for example -- can give you insights into the “why” behind the score. Be sure every customer or user that answers your survey gets a response from you.
If you own the Net Promoter Score program, it is your responsibility to make sure the entire company benefits from NPS data. Route your promoter responses to Marketing, they may want to reach out for a testimonial or a case study. Net Promoter Score data should also appear in your Sales team’s system of record for upsell and referral opportunities. The Product team needs to see feedback related to your application. You may also want to share your NPS dashboard at each all-hands meeting. Everyone should have a stake in improving customer loyalty.
About the Author
Asra Sarfraz is currently the Digital Marketing Intern at Amity. When she is not consuming barrels of coffee, she is busy photographing and designing new projects.More Content by Asra Sarfraz