Net Promoter Score is the industry standard for measuring customer loyalty of your brand. Net Promoter Scores are simple and easy to understand. They are also well understood across the organization and also give you a clear benchmark on your organizations standing in the industry.
This article includes the following topics
- What is NPS and how is it calculated
- Preparing to send a NPS Survey campaign
- Creating a NPS survey campaign
- Viewing the NPS Responses
- Viewing the overall NPS
- Loading external NPS data into Totango
What is NPS and how is it calculated
Net Promoter Score is an industry standard metric used to measure customer loyalty. It is a predictor of growth.
- User who gives a score of 9 or 10 is called a Promoter
- User who gives a score of 7 or 8 is called a Passive
- User who gave a score of 0 to 6 is called a Detractor
The Net Promoter Score (NPS) = % of Promoters - % of Detractors and can range from -100 to 100.
Preparing to send a NPS Survey Campaign
There are broadly 2 types of NPS campaigns that are typically sent
- Loyalty or Relationship NPS surveys where you request customers for feedback about your brand
- Product specific transaction based NPS to ask users of your product for feedback about the product they used
Totango supports both scenarios and you can send loyalty or product specific NPS to your customers. To create a NPS campaign perform the following steps
- Go to Global Settings > Data Modeler > User Information tab
- Create a new user attribute of type NPS to store the NPS data
- You may choose to call it "Relationship NPS" or "Loyalty NPS"
- You could also call it a Product specific NPS
- Once you create an attribute the system automatically creates two additional attributes. For e.g. if you create a field of type NPS called "Relationship NPS" the system automatically creates
- Relationship NPS Comment
- Relationship NPS Response Date
You are now ready to create the NPS Campaign.
Creating a NPS survey campaign
To create a NPS campaign follow these steps
- Create a new Campaign
- Choose the campaign type as NPS
- Choose a user segment to send the campaigns. Here are some best practices around it
- Only send to those number of users that your team is capable of handling feedback
- If there are too many users consider sending it to only a set of users per month or quarter so you are not inundated with all the feedback in one go.
- Anticipate a campaign Response rate between 10-25%
- Avoid sending it to users who have recently been introduced to your brand as they are most likely going to ignore the survey
- In the Survey Metric and Goal page choose the NPS attribute you created so the campaign responses will be populated in this attribute
- The Goal Achieved is automatically set when a user responds to the NPS campaign and this is not configurable
- In the Content section you have the opportunity to customize the subject, message and the NPS question
- The Footer and other sections are similar to other campaign types
- The Activate page is similar and you can choose to send the campaign now or later.
Note - If you want to send different campaigns to different users For e.g. you may want to create a Japanese campaign to target Japanese users and a French campaign for French users and a English campaign for English users. Choosing the same NPS attribute for all the campaigns ensures that you can compute the overall NPS across all these campaign responses.
Viewing the NPS responses
The NPS Responses are recorded as users respond to the campaign. The NPS Responses can be viewed in 2 places
- Within the Campaign
- On the Account in a NPS responses collection
Viewing NPS Responses within the Campaign
To view the NPS Responses in the Campaign follow these steps
- Open the NPS campaign
- Scroll down to view the NPS results in a tabular column
- The Targeted users table shows the additional NPS related columns
Viewing NPS Responses within an Account
The NPS Responses of the accounts users are also available at the Account level in a table. The Account settings has an option to enable the NPS Responses. Once enabled the table will be available on the Account.
Viewing the overall calculated NPS
The overall NPS is visible in the following areas
- In the top section of the NPS campaign the system shows the overall NPS
- Add NPS to the scorecard
- Choose a numeric scorecard type
- Choose a user NPS metric you created and linked to the campaign
- Choose a user segment you want to compute the metric for
- The system automatically sets the aggregation option to NPS and the system displays the overall NPS for the chosen segment of users in the scorecard.
- View NPS in the user segment, so you can segment across different groups and view the NPS for that group
Loading external NPS data into Totango
If you are already running your NPS campaign outside Totango you can bring your raw NPS user data into Totango and let Totango compute the Overall NPS. To do this
- Follow the step Preparing to send NPS campaign and create the NPS attribute
- Once the attribute is created you can simply load the data for these attributes via a simple CSV file using Customer Data Hub
- Ensure that the Account ID and User Id fields have the right IDs to identify the account and user
- Add the 3 additional columns that capture the NPS value provided by the user, the comment and the date like so
- Go to Global Settings > Data Management > Customer Data Hub and choose Data Files
- Go to One Time tab and click + to "Create Integration" and choose second option "List of users and user attributes" and click Create
- Choose the CSV file with the data created and ensure that the fields are mapped correctly to the right fields in Totango
- Once the data is uploaded you can follow the Viewing the Overall NPS section to see your data.