Net Promoter Score℠ (NPS) Software

NPS surveys are your secret weapon for quantifying and improving customer loyalty—here’s exactly how they work.

NPS: The pulse of CX

Certain industries can’t help but have their finger on the pulse of the customer experience. If you work in a restaurant and drop a glass of water on a customer, chances are the expression on their face will tell you exactly how they feel. But in sales, customer feedback isn’t always so straightforward—especially when business is booming and customers are converting faster than your reps can get to know them.

That said, understanding your customers’ experiences is an absolute must—no matter how big or small your company may be. There are lots of ways to collect customer feedback, but one of the most reliable is a customer survey NPS.

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What is a Net Promoter Score (NPS) Software?

Net Promoter Score (NPS) software is a customer feedback tool that helps your company send out NPS surveys, collect responses, and analyze customer behavior. It allows your team to segment your customers based on their loyalty, identify problem customers, and measure your customer satisfaction against competitors.

The most important thing NPS software does is give your company its NPS number. NPS is an industry standard for measuring your customers’ brand loyalty and experience. An NPS question asks customers to rate their willingness to recommend you on a scale from 0 – 10.

Depending on the number they rate, customers are then divided into three categories:

  • Detractors (0-6): disloyal customers who share negative opinions or reviews of your company—the Yelp nightmares, if you will.
  • Passives (7-8): ambivalent customers who don’t complain, but are also unlikely to recommend you to others.
  • Promoters (9-10): loyal customers who actively share positive opinions and refer others to your company.

Your NPS is based on the percentages of these three categories.

Basing your customer experience strategies on a single question may sound risky, but when used correctly, NPS results can influence 20 to 60 percent of your company’s organic growth rate. Considering industry leaders were found to have double the NPS of their competitors, this simple little question holds a deceptive amount of power.

How is NPS different from a customer survey?

Unlike other customer surveys with multiple questions, NPS scores are only based on responses to one simple question: “how likely are you to recommend X product or company?” This simplicity makes NPS the easiest way to determine the health of your business and to compare customer satisfaction between companies.

Zendesk’s Built-In NPS Surveys

To help bring companies closer to their customers, we’ve introduced a Net Promoter Score (NPS) survey built right into Zendesk.

Impactful Customization

Unlike other types of engagement surveys, NPS surveys ask the same question in every context. But that doesn’t mean yours can’t stand out. With Zendesk’s NPS software, you can customize the following features:

  • Company logo
  • Email subject
  • From address
  • Introduction
  • Survey name
  • Organization name for the NPS question
  • Audience type for the NPS question
  • Single color for the 1-10 NPS rating options and the Send Feedback button on the confirmation page

Additionally, you can send your NPS survey in any of the over 25 Zendesk-supported languages. You can also send optional follow-up questions depending on which segment of customers you’re targeting. For instance, if you’re a B2B business, you might follow up your NPS with, “What can we do to improve our products or services?” A B2C company targeting individuals might choose the question, “What can we do to make your life as our customer even better?”

Easy to send to one or many

Making the most of your NPS software means sending your NPS to the right audience at the right time. Zendesk’s NPS solution offers three unique ways to choose your target survey takers:

  1. Create or select a customer list.

    Manually create a new customer list or select a pre-made list from the drop-down menu. These lists are made from existing user profiles in the platform. Selecting one of these lists will send an NPS survey to a sample of existing users in the language indicated on their client profile.

  2. Upload a list file.

    If you want to target users inside and outside Zendesk Support, you can upload a CSV or Excel sheet. Any users not already in the platform will be automatically added along with any key details (like preferred language). No need to worry about duplicating profiles. If your uploaded list includes existing clients, the existing profiles will not be changed—even if the name or title is slightly altered.

  3. AI automated sending.

    If you want to target your entire audience, you can always simplify the process with automated sending. You can set your API to send surveys after a product or service event by simply selecting the number of surveys you want to launch (maximum of 10,000 at a time). The API will automatically filter out any ineligible users including company agents and any users who recently received a survey.

Analyze NPS results

NPS software automatically analyzes your survey responses to give you your NPS, but good NPS software lets you dive even deeper. Let’s take a look at Zendesk’s NPS reporting analysis.

Below is an example of how your initial score might look:

Analyzing your Net Promoter Score

Underneath the overall score of 75, you can see your results broken down into detractors, passives, and promoters as well as your survey response rate. By clicking on the results, you can take a peek at the full breakdown by user:

Analyzing Net Promoter Score

If a user has left a comment, you can expand the comment and read what they had to say. The results section will also give you a full list of bounced or unsubscribed emails so that you can remove them before sending out any future NPS surveys.

All of the information in the results is then automatically uploaded to each user’s file—comments included. This allows you to then sort all of your users by NPS rating, NPS comment, and last NPS survey date, ensuring your support team has the most up-to-date information on every customer experience.

When you’re ready to have a team meeting to look at the results, you can always use our reporting feature to generate a visually-accessible breakdown of your NPS results from any and all survey periods.

Benefits of using NPS software

Your NPS number is important, but NPS software takes the NPS survey process to the next level. With robust ticketing software and the NPS survey tool, you can:

  • Dig deeper. NPS surveys include a follow-up free-form question asking customers to explain their rating. Digging deeper into any detractor comments is a proven way to understand and mitigate ongoing customer frustration, as well as staying engaged with and responsive to your online community.
  • Receive detailed feedback. Customers want to leave detailed feedback, and this information is a treasure trove for companies. 53 percent of NPS survey respondents choose to leave open-ended comments explaining why they gave the rating they did. Looking at the length of open feedback as measured by word count, 75 percent of detractor comments contain more than 50 words. Your unhappy customers want to be heard.
  • Track individual customer experiences. Each customer’s NPS rating and comments are automatically displayed on their user profile in Zendesk so your team can prepare for the right type of customer. What would you do differently if you knew your customer was a detractor and not a promoter? NPS tracking can be just as informative for your support team as rogue comments in your help desk forums.

NPS software best practices

Even though your NPS boils down to a single question, there are still several best practices to keep in mind when creating and sending your NPS surveys:

  • Keep your sample representative. It’s tempting to send your survey to the first customers that come to mind, but chances are they aren’t representative of your entire customer base. When choosing your survey audience, randomize the participants. You can use an online randomizer or other software to pull names out of the proverbial hat.

  • Stick to a regular survey schedule. An NPS is only useful if you track it over time and see how it changes—for better or worse. The best way to gain consistent NPS data is to set up a regular schedule. Choose one to two times a year and set up an automation in your CRM. You can always move those dates to account for any new product launches or other big events. Consistency is the key to accurate data.

  • Make actionable changes. You can send out two million surveys, but if you’re not making internal changes in response to feedback, no amount of data will help. Look at your detractors. What are their experiences? Where are you losing them? Are comments revealing certain trends? Analyze your data and then strategize to improve the areas that will make the biggest impact.

  • Take advantage of integrations. NPS software focuses on your existing customers, but there’s no reason you can’t apply the lessons you learn from your NPS surveys to the sales side of your operations. Integrate your NPS software with your CRM to align the customer experience from lead to repeat client.

Net Promoter and NPS are registered U.S. trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.

How Zendesk Helps

NPS ratings and comments are displayed right in your Zendesk dashboard, so your team will know how a customer feels about your business before they even say hello.

Request a demo today and learn how lending an ear can have you raking in the satisfaction hand over foot.

Tap into more knowledge

There’s a lot more where this came from. Keep exploring the world of NPS software, global customer surveys, and benchmark reports to improve your customer service.