Use Case: Creating an NPS Survey in Clicktools
One of the many use cases for Clicktools is to create a customer satisfaction survey using The Net Promoter Score or NPS®. If you’re not familiar with this methodology, it’s a system based on the theory that your company’s customers can be divided into three categories: Promoters, Passives, and Detractors.
NPS relies on one simple question: “How likely is it that you would recommend [company] to a friend or colleague?” Customers respond on a 0-to-10 point scale and are categorized as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and actively refer others.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and spread negative word-of-mouth.
To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors. This gives you a consistent measure of your performance through your customers’ eyes. Keep in mind that this calculation can be applied to a product line or even at an account level.
Good news: NPS is a simple survey to create in Clicktools!
Here’s how. Let’s create a short survey to know what account or contact took the NPS survey, the NPS question, and a follow-up question(s) based on their response. This will provide the best insight into your customer’s view of your product or service.
Using hidden questions, you can relate the NPS survey to accounts, contacts, or even product lines. You can annotate several of these criteria on a single NPS survey to allow for granular reporting.
Setup a simple 0 to 10 radio questions with 10 being Excellent and 0 being our Poor selection.
Once the NPS survey is created, you can create an email template to send it from CRM or via Clicktools Report Deployment. You may want to place an image in the email template that corresponds with the NPS question. This way, the actual survey will open with their answer pre-populated. All the recipient has to do is provide some text and submit their response.
Mapping this information to your CRM is quite easy as well. Simply map this information to an account or custom object in your CRM. Have a formula field make your calculations for you, so you can quickly and easily determine the satisfaction score.
More Info & Learning
For further guidance, see the PDF version of these instructions. You’ll also find this survey in the example library within the Clicktools application. Look for “Customer Advocacy (Promoter) Survey.” Or, see details on how to create, deploy, map, and set up a report for deployment in Clicktools Help. Select “Building a NPS and CSAT Survey” from the Getting Started Guides. Good luck with your NPS initiative!