How to Measure NPS in Salesforce
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You can learn a lot about your customers by asking one question: “How likely are you to recommend us to a friend or colleague?” This is the standard Net Promoter Score (NPS) question and it is a key customer health metric that helps identify brand advocates and at-risk accounts, so you can fight churn. When an NPS program is done right, it can deliver powerful insights about customer loyalty at key stages in the customer journey. But how do you execute an effective NPS Program? We’re here to help. In this session, we’ll share best practices for NPS survey design and distribution, as well as how to integrate your NPS program with Salesforce so you can take action and impact the bottom line.
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How to Measure NPS in Salesforce
- 1. How to Measure Net Promoter Score in Salesforce
- 2. You can learn a lot about your customers by asking one question: How likely are you to recommend us?
- 3. Net Promoter Score is a key indicator of customer loyalty
- 4. Source: American Express Detractors put your brand and your business at risk unhappy customers will not do business with you again more likely to talk about a bad experience than a good one 2x more expensive to acquire a new customer than obtain a new one 7x 91%
- 5. Source: American Express Detractors put your brand and your business at risk unhappy customers will not do business with you again more likely to talk about a bad experience than a good one 2x more expensive to acquire a new customer than obtain a new one 7x 91% more likely to refer new customers4x more likely to repurchase5x more likely to try a new offering7x Promoters are your most valuable asset +25% Revenue
- 6. Take action on NPS in Salesforce ● Create workflows to decrease response time ● Automate “always-on” distribution ● Surface account level NPS scores
- 7. Three pillars of a successful NPS program DESIGN DISTRIBUTE ACT
- 8. Mobile-friendly surveys supercharge engagement Design Source: GetFeedback Customer Study 47% of responses come from mobile devices
- 9. Optimize for analytics and action NPS SCORE STRUCTURED QUESTION OPEN ANSWER THANK YOU PAGE Design
- 10. Optimize for analytics and action NPS SCORE STRUCTURED QUESTION OPEN ANSWER THANK YOU PAGE Design
- 11. August Quarter 3 NPS November Customer Signs Up February Quarter 1 NPS May Quarter 2 NPS November Renewal We have an automated NPS programDistribute
- 12. Salesforce automates the processDistribute
- 13. From: GetFeedback NPS Program To: Desiree Jones, Customer Success Manager Subject: Alert! Gold customer submitted negative feedback. Sent with Workflows prompt immediate follow up and intelligent 1:1 action Act 66% more likely to re- purchase if complaints are quickly addressed Source: Service America
- 14. NPS data shapes customer conversationsAct
- 15. Analytics drive organizational change Act 10% increase in customer health
Notes de l'éditeur
- You can learn a lot about your customers by asking them one simple question: How likely are you to recommend us? This is the most basic NPS question and it can yield powerful insights about customer loyalty at key stages of the customer journey
- Net Promoter Score is a key indicator of customer loyalty. It’s calculated by subtracting the percentage of Detractors from the percentage of Promoters, so the final score can range anywhere from -100 to 100. For context, an “excellent score” for the high tech industry is 59, and above “70” is considered world class On the rating system, users who select 9 or 10 on the survey are promoters, as shown in green. People who select 7 or 8 are passives as shown in yellow, while people who select 6 or below are detractors as shown in red. So now that you know how to calculate NPS, the real question is….why should you care about measuring it?
- Measuring NPS allows you to identify your detractors. These customers are highly likely to churn, and are more likely to talk about a bad experience. In the digital age, one bad customer experience can spread like wildfire online, influencing existing customers as well as prospective buyers
- It’s also important to identify your promoters. These customers are your biggest spenders and referrers. We highly recommend putting programs in place to nurture them and make them advocates for your brand. Measuring NPS also enables you to you to convert your detractors into promoters. Even a modest improvement in NPS typically yields 25% higher revenue. However, to make a truly significant impact, you should take action in real-time and that’s where Salesforce comes in.
- With Salesforce, you can create workflows that allow you to respond quickly to negative scores and comments Because emotion is the highest contributor to NPS, you need to act immediately so you can delight your customer and turn them into a promoter With automations, you can run an “always on” program giving you a constant pulse on customer health When you surface NPS scores in Salesforce, you always know where every account stands
- At GetFeedback, we implement our own NPS program. We’ve made some mistakes but we’ve also learned a lot along the way. Today, i’m going to share our framework for running a successful NPS program. These insights aim to give you a strong foundation to get started or help you refine your existing program. 3 Key pillars of a successful program: Strong survey design: build a survey that’s mobile-friendly and designed to give you meaningful data Thoughtful distribution: send the survey at key points in the customer journey and automate this process in the background Action oriented: don’t just measure NPS. Act on it!
- It’s important to build beautiful, branded surveys that look great on every device because half of your survey takers are on a mobile phone What does this mean for you? An easy to take survey will yield higher response rates and give you more quality feedback data
- In addition to mobile-friendly surveys, it’s important that your survey questions are optimized for actionable feedback: Start with a traditional NPS question so you put your most important metric first Then include a structured question. This is key as it gives deeper insight and helps us report on themes contributing to negative or positive scores. Also include a free text field for more qualitative feedback. We can then use text analytics to identify keywords and spot trends. Close with a custom thank you page to promote relevant content. This is a great marketing real estate to ask promoters for reviews, or highlight a customer story Preview: https://www.getfeedback.com/preview/sN7Ph1BI Mock: https://www.getfeedback.com/r/0obAhuAP
- We want detractors to know we’re listening to them, so we use logic to take people down different paths based on their answer. Our thank you page for detractors points people to helpful resources, rather than a customer story Preview: https://www.getfeedback.com/preview/sN7Ph1BI
- We just talked about the importance of survey design - now let’s talk about survey distribution! We’ve said goodbye to the batch and blast, annual NPS survey. It’s too difficult to follow up with relevant customers with this approach Instead, we’ve crafted an always-on timeline that gives us a constant pulse on customer experience Every customer receives an NPS survey quarterly, starting with a survey 90 days after they sign up with us We make sure to measure NPS before our annual renewals and use this as a data point in the renewals process And this makes things more manageable for our team. Rather than receive NPS comments for hundreds of customers once a quarter, they receive a few every day.
- We’ve used the Salesforce process builder to set up rules for when someone receives a survey to ensure it’s at the right time, and they don’t get survey fatigue This gives us complete control over the customer experience and helps us scale our distribution This is also a huge time savings for our team We’re currently focused on email distribution, but we plan to start taking a more omnichannel approach soon, distributing our NPS survey in app or on our website.
- Of course, there’s no point in measuring NPS -- or any feedback for that matter -- if you’re not going to act on it. Our goal is to take insightful action to delight our customers within 48 hours of receiving a passive or detractor rating We’ve set up rules that notify a customer success manager anytime someone gives us a 7 or below The customer success manager is tasked with understanding the customer’s issue and quickly does what it takes to course correct With this workflow, we convert detractors and passives into promoters
- We also map NPS data to the contact and account level in Salesforce This allows a Customer Success Manager to see the most recent feedback from their customers when they are working with those accounts, and they use the NPS data to help shape customer conversations NPS scores aren’t buried in a third party platform -- they are surfaced inside of Salesforce where CSMs can see them every day
- One final note: NPS isn’t just a customer success metric. It’s a company metric. Analytics dashboards make it easy to spot trends, identify issues, and drive change in our organization. We share our NPS score, including promoter and detractor comments with our entire company because we believe everyone is accountable to deliver the customer experience NPS feedback can also inform key aspects of our business, like our roadmap or pricing strategy Since implementing our NPS program, we’ve seen overall account health improve by 10% -- we have a better handle on what our customers are experiencing, and the power to take action to drive change