How to Create a Net Promoter Score (NPS) survey in-app?
Customer Satisfaction
Nicolas Jaussaud
Apr 26, 2023
The Net Promoter Score (NPS) is a key indicator that assesses the overall satisfaction and loyalty of your customers. It helps you continuously improve your products or services.
According to Bain & Company, 2/3 of Fortune 1000 companies use NPS to measure their success. A high NPS score reflects a satisfied and loyal user base, fostering repeat business.
Measuring your NPS has therefore become essential. But how should you go about it?
In this article, we’ll show you how to set up effective NPS surveys with Told using in-app survey integrated into your website or product to maximize the quality of your feedback.
Introduction to Net Promoter Score (NPS)
a- What is NPS score?
The NPS score is determined by asking customers to rate their level of satisfaction on a scale from 0 to 10 and categorizing them as Promoters, Passives, or Detractors. How likely are you to recommend [your company] to a friend or colleague?
Here are the different categories of customers:
Promoters are customers who respond with a 9 or 10, indicating they are highly likely to recommend the company to others.
Passives are customers who respond with a 7 or 8, indicating they are somewhat satisfied but not necessarily enthusiastic about recommending the company.
Detractors are customers who respond with a score of 0 to 6, indicating they are unlikely to recommend the company and may have negative experiences or perceptions of the company.
b- What is a good NPS Score?
The Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the percentage of Promoters, resulting in a score that ranges from -100 to 100. This score provides a snapshot of customer loyalty and overall sentiment towards your company.
A good NPS score is generally considered to be above 50. This indicates that the majority of customers are promoters, reflecting strong customer loyalty and positive word-of-mouth. A score above 50 suggests that the company is delivering exceptional customer satisfaction and consistently meeting or exceeding customer expectations.
An average NPS score falls between 0 and 50. This range indicates that while the company is satisfying some customer needs, there is significant room for improvement in terms of loyalty and satisfaction. Companies in this range should analyze feedback to identify areas where they can enhance the customer experience and address any pain points.
A bad NPS score is anything below 0, meaning there are more detractors than promoters. This score highlights serious issues with customer satisfaction, indicating that the company is failing to meet expectations and likely delivering a subpar customer experience. Immediate and decisive action is needed to address these issues and improve customer satisfaction.
c- Why using an in-app survey help you gather user feedback (and NPS)?
There are different ways to get feedback or to measure your NPS score. Personally, the one I prefer is the in-app, that is to say displaying the survey directly in a popup format in the website or the platform. In-app surveys are essential for boosting user engagement and feedback.
Here are three reasons why I chose the in-app:
The response rate is better than an email survey for example
The answers are of better quality, because the survey is displayed directly after the experience. And not 3 days later in an email.
It's easy to set up. Thanks to solutions like Told I can quickly deploy an in-app survey in no-code.
How to create an in-app survey with told?
a. Create your NPS survey with Told
Told is a tool that allows you to quickly create and deploy In-App surveys on your website / platform.
Simply start with our NPS survey template, you need to have a Told account, it's free to sign up.
This template is composed of 3 questions:
How likely are you to recommend [your company] to a friend or colleague?
Why did you give this rating?
This open-ended question allows you to get relevant feedback on your product/brand.How can we improve?
This allows the user to suggest one or more areas for improvement. The power of an NPS survey is indeed the score obtained but also why, and the areas to develop to improve.
b- Best practices for designing an effective NPS survey
Keep it short and simple: Keep your survey short, no more than 4 questions, to improve your response rate. At Told we record the answers even if the user leaves before the end, since the first question is the famous NPS question, you will still get your score.
Personalize the survey: Try to draw your user's eye to your survey as much as possible. Your survey should not be a painting, keep it simple and efficient. Our Told surveys have been designed to increase response rates. For example, you can add a gradient or an avatar to make the experience better.
Target the right audience: The audience is super important, you need to target the right people at the right time. For example, never display an In-App survey when the user is in a payment tunnel. Wait until the end of the tunnel to display your survey.
c. Personalize your survey and make it human
You can customize your in-app survey to reflect your branding. In the customization section, you have different options like:
The background color
Adding an avatar
The position
Adding a cover image
Think that your survey must be beautiful, it must encourage the user to answer. To do this, we advise you to add an avatar with an image and a name. It will make your NPS survey much more human.
d. Deploy your NPS survey on your website or platform
At Told, we want to make complex things much easier, which is why installing a survey takes less than 2 minutes. Once you've installed Told on your product, you can trigger your surveys in no-code using the triggers. Your survey can appear on a page of your site, following a click on a button, or even thanks to a custom event.
Here is a link to our technical documentation.
Analyzing Your NPS Score
After collecting your NPS survey responses, the next crucial step is to analyze the data and extract valuable insights about your customers.
Told simplifies this process with intuitive reports that display your NPS score at a glance and track its evolution over time.
To make the most of this data, categorize the feedback from Promoters and Detractors:
For Promoters, leverage their positive feedback to identify what resonates most with your customers and incorporate these strengths into your marketing strategy.
For Detractors, carefully analyze their concerns and implement corrective actions. Addressing their issues can help reduce churn and positively impact your revenue.
Remember, an NPS score is dynamic—it evolves over time. Keep your NPS survey active and regularly review the feedback to adapt and improve continuously.
Conclusion
In conclusion, the Net Promoter Score (NPS) is an essential metric for measuring customer satisfaction and loyalty. The NPS score is determined by asking customers to rate their level of satisfaction on a scale from 0 to 10 and categorizing them as Promoters, Passives, or Detractors.
In-app surveys are an effective way to collect feedback and improve the response rate and the quality of the answers.
Told is a tool that can be used to create an NPS survey, which should be short, simple, and personalized. Targeting the right audience and customizing the survey can also help increase response rates.
A good NPS score suggests that the company is delivering a high level of customer satisfaction and meeting or exceeding customer expectations. An average score means there is room for improvement, while a bad score suggests that the company needs to take immediate action to improve customer satisfaction.
