How to get the mostout of your NPS project

by David AppleDirector of Customer Success @Typeform

NPS setup & learnings NPS MetricsAbout Typeform

Made in Barcelona Launched 2 yrs ago Already 1M users $15M Series A (6 mo ago)

5 Pillars

1. Customer Support

2. Customer Experience

3. Education

4. Account Management

5. Sales

Overarching Metric

Net MRR Churn

15 great people, 12 nationalities, 13 languages...

What is Net Promoter Score (NPS)?

• 2-question survey

• Likelihood to recommend 0-10

• Follow-up question

• Objectives

• Quantify customer loyalty / satisfaction

• Analyze qualitative feedback

• Engage with customers

Experiment: 1-off campaign

• Sent to over 11k customers

• Mix of paying and free customers

• Selected most active users

• Expecting 7% response rate

NPS version 1.0 | Segmenting customers

Hidden FieldsEmail, Price plan, Country, NPS Score

NPS Version 1.0 | Workflow

13.8%23.6%

58.4%

11,201 2,639 1,540

• 14% response rate (double expected)

• Most responses within 2 days

• Responded to everyone! It took 2 weeks

• Very few re-engaged with us after email

• Tagged customer feedback

• Interesting insights from customers

• Positive feedback is motivating for team

• Tweets generated 100+ new signups

NPS Version 1.0 | Outcomes

Failed to collect 42% of NPS Scores

We drowned in tickets NPS tickets created a mess in Zendesk metrics

NPS Version 1.0 | Take-aways

Hidden FieldsEmail, Price plan, Country, NPS Score

Milestone

NPS Version 2.0 | Workflow changes

PRO detractors

NPS Version 2.1 | Workflow changes

Hidden FieldsEmail, Price plan, Country,

NPS Score, Milestone

Segment NPS Scores Tag qualitative feedback Analyze with financial data

NPS | How to get the most out of your metrics?

All users

Promoters 3,921 57%

Passives 1,716 25%

Detractors 1,263 18%

Total 6,900

NPS score 39

PRO users

Promoters 422 64%

Passives 181 27%

Detractors 56 8%

Total 659

NPS score 56

Respondents %Respondents %

Segmenting NPS scores | by plan

Segmenting NPS scores | by country

Detractor Passive Promoter Grand Total NPS Score % of PRO

Brazil 14 13 63 90 54% 6%

Portugal 1 3 6 10 50% 0%

United States 122 211 560 893 49% 13%

Singapore 4 8 19 31 48% 6%

Russia 3 1 9 13 46% 0%

Netherlands 4 14 21 39 44% 5%

Ukraine 3 7 10 40% 0%

France 7 9 22 38 39% 8%

Poland 3 2 8 13 38% 15%

Australia 10 17 33 60 38% 8%

South Africa 2 4 6 12 33% 8%

Spain 7 5 16 28 32% 4%

India 15 11 30 56 27% 2%

Taiwan 7 9 15 31 26% 10%

Canada 15 15 30 60 25% 7%

Germany 6 10 13 29 24% 3%

UK 42 38 70 150 19% 11%

Pakistan 3 3 5 11 18% 0%

New Zealand 4 8 7 19 16% 16%

Italy 6 6 9 21 14% 10%

Detractor Passive Promoter Grand Total NPS score

1 month 391 439 984 1814 33

6 months 71 80 201 352 37

Total 465 520 1190 2175 33

Segmenting NPS scores | by milestone

Tagging NPS feedback | positive feedback from PRO customers

Tagging NPS feedback | negative feedback from PRO customers

Customer Voice | Overview

TICKETS

Pain points

1. Pro trial2. Performance3. Build panel

Feature requests

1. Calculator2. Analyze/Results3. Integrations

Build requests

1. Calculator2. Payment field3. Logic jumps

NPS

NPS Score: 33

PRO NPS: 56

NPS @ 1 month: 33

NPS @ 6 months: 37Legend

Bug-related ticketsOther tickets

USER CHURN

December X%

Monthly X%

Yearly X%

Churners who gave feedback: 21%

Churn due to project end/break: 53%

-X%

-X%

-X%

MO

ST P

OPU

LAR

data from Q4 2015

Notes:1) XXX2) XXX3) XXX

CS

REC

OM

MEN

DA

TIO

NS Customer Voice

1. Analyze / Results2. Calculator3. Payment field4. Ranking field5. Save partial responses

In a sprintOn the roadmapNot prioritized

• Churn impact• Promoters churn less

• Passives and Detractors behave similarly

• Non-respondents churn most

• Know which customers to focus actions on

• Justify cost of projects which will have positive effect on NPS

Analyze NPS with financial data | Net MRR churn

Quantitative & qualitative feedback

NPS score is not enough→ must have action plan

Demonstrate importance of NPS on financials

NPS | Take-aways

Thanks!

David Apple

david.apple@typeform.com

@davidcapple