NPS (Net Promoter Score) surveys are a quick and efficient means of measuring and understanding your net customer sentiment. In its purest and intended form, an NPS survey consists of two simple questions. The first is a scaling question, “On a scale of 0-10, how likely are you to recommend company/brand/product XYZ?” The second is an open invitation for comment, “Based on the feedback you just provided, what are the most important reasons for your score?” These questions drive direct feedback on customer experience and open the door for further conversation. Ultimately, NPS surveys provide a unique opportunity to win back customers with one foot out the door and empower you to ask for favors (like positive reviews or case studies) from customers that you know already love you. Here are three tips and tricks to help you leverage NPS surveys within ClickDimensions.
Note: This post provides custom code. ClickDimensions cannot support or troubleshoot use of this code, so if you need assistance implementing it, you will need to work with a web developer/designer on your team.
Tip One: Set up a 0-10 Rating Question in the ClickDimensions Survey Builder
This article discusses how to change the rating star sprite to a like button in the ClickDimensions survey builder, and you can use the same concept to swap out the rating stars for numbers. That said, each number needs its own sprite, so the code will look a bit different.
For context, these are the number sprites I created for this survey.
Following the instructions in the article above, you will need to upload each sprite and get each sprite’s individual URL. Then, you will need to change the background image to the correct sprite for each numbered star. Here is the CSS used for this example:
By using the CSS “:nth-child” selector, you can numerically select each individual star in the input and replace it with the correct numbered sprite. Now, you have a numbered rating question that looks like this:
You may note in the screenshot above that we asked for a rating of 1-10 but the scale runs from 0 to 10. In this case, the 0 stands in for the rating star’s cancel icon. So, submitting a score of zero would be recorded as an unanswered question.
Tip Two: Use a Campaign Automation and a Decision Node to Send Different Responses Based on the Rating You Receive
Sorting your respondents by their NPS status (detractor, neutral or promoter) and sending them a customized follow up allows you to intelligently respond to your customers in a meaningful way. Are they a detractor? Immediately begin the conversation by asking them, “How can we improve your experience?” Are they a neutral? Send them an email that asks, “How can we blow you away?” Are they already a promoter? Ask them to share their love for your company with the world! Send an email that contains a link to where they can leave you a public review.
Next, add three unique Send Email actions to the canvas and connect the entry point to each one of them. To keep things neat, rename your Send Email actions to match the audience each is intended for (detractors, neutrals and promoters). By connecting multiple actions to the same trigger, a decision node will be created. Click on the decision node to configure your conditions.
Decision nodes let you sort campaign automation participants by a number of criteria, including information found on inbound web content records associated with the campaign automation. So, under detractors, click Add Clause, and select your survey from the drop-down list. Detractors are anyone who gives a score of six or lower, so select the NPS Scale question and look for values less than seven.
In the same way, check for neutrals by looking for values that are greater than six and less than nine. Be sure to group both conditions with the And option.
Finally, promoters are anyone who gave a score greater than eight.
Altogether, respondents will be sorted into three groups based on the NPS scaling question. Hit Save & Close, and you’re ready to publish and go live.
Bonus: On the same paths as your Send Email actions, you can use the Add To List action and the Notify Team or Notify User actions to sort your respondents into detractor, neutral and promoter marketing lists, and then notify different users or entire teams of a particular response.
Tip Three: Use the ClickDimensions Survey Report to Get a Quick Look at Customer Sentiment
The survey report tool in ClickDimensions is a great way to quickly report on all quantitative data collected in each survey. Simply navigate to the survey record and click the Survey Report button from the ribbon menu.
This pulls up a quick statistical analysis of all the rating questions in your NPS survey. At a glance, you can see the percentage breakdown of each rating option, the number of times each individual score was submitted, as well as the average overall score. Finally, if you want to do even more advanced reporting on this data, you can export this report to Excel by clicking the Export to Excel button at the bottom of the report.
Bonus: If you want to create advanced reports on this data within Dynamics, read this blog post on creating a survey reporting dashboard in CRM and check out the advanced find from this blog post on auditing unsubscribes with a survey for information on how to save a view of individuals’ text responses in CRM.