how to get the most out of your nps project
TRANSCRIPT
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How to get the mostout of your NPS project
by David AppleDirector of Customer Success @Typeform
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NPS setup & learnings NPS MetricsAbout Typeform
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Made in Barcelona Launched 2 yrs ago Already 1M users $15M Series A (6 mo ago)
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5 Pillars
1. Customer Support
2. Customer Experience
3. Education
4. Account Management
5. Sales
Overarching Metric
Net MRR Churn
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15 great people, 12 nationalities, 13 languages...
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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
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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
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Hidden FieldsEmail, Price plan, Country, NPS Score
NPS Version 1.0 | Workflow
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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
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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
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Hidden FieldsEmail, Price plan, Country, NPS Score
Milestone
NPS Version 2.0 | Workflow changes
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PRO detractors
NPS Version 2.1 | Workflow changes
Hidden FieldsEmail, Price plan, Country,
NPS Score, Milestone
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Segment NPS Scores Tag qualitative feedback Analyze with financial data
NPS | How to get the most out of your metrics?
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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
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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%
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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
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Tagging NPS feedback | positive feedback from PRO customers
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Tagging NPS feedback | negative feedback from PRO customers
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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
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• 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
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Quantitative & qualitative feedback
NPS score is not enough→ must have action plan
Demonstrate importance of NPS on financials
NPS | Take-aways
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Thanks!
David Apple
@davidcapple