1) The document discusses how to get the most out of an NPS project by providing insights from Typeform's experience implementing and analyzing NPS surveys. 2) Key lessons learned include segmenting customer data like plan, country, and milestone in surveys; tagging qualitative feedback; and analyzing NPS scores alongside financial metrics like churn. 3) Getting the most from NPS requires not just collecting scores but taking action on feedback, prioritizing customer-requested features, and demonstrating the impact of NPS on important metrics like churn.

1. How to get the most
out of your NPS project
by David Apple
Director of Customer Success @Typeform

2. NPS setup & learnings NPS MetricsAbout Typeform

3. Made in Barcelona Launched 2 yrs ago Already 1M users $15M Series A (6 mo ago)

5. 5 Pillars
1. Customer Support
2. Customer Experience
3. Education
4. Account Management
5. Sales
Overarching Metric
Net MRR Churn

6. 15 great people, 12 nationalities, 13 languages...

7. 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

8. 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

9. Hidden Fields
Email, Price plan, Country, NPS Score
NPS Version 1.0 | Workflow

10. 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

11. 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

12. Hidden Fields
Email, Price plan, Country, NPS Score
Milestone
NPS Version 2.0 | Workflow changes

13. PRO
detractors
NPS Version 2.1 | Workflow changes
Hidden Fields
Email, Price plan, Country,
NPS Score, Milestone

14. Segment NPS Scores Tag qualitative feedback Analyze with financial
data
NPS | How to get the most out of your metrics?

15. 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

16. 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%

17. 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

18. Tagging NPS feedback | positive feedback from PRO customers

19. Tagging NPS feedback | negative feedback from PRO customers

20. Customer Voice | Overview
TICKETS
Pain points
1. Pro trial
2. Performance
3. Build panel
Feature requests
1. Calculator
2. Analyze/Results
3. Integrations
Build requests
1. Calculator
2. Payment field
3. Logic jumps
NPS
NPS Score: 33
PRO NPS: 56
NPS @ 1 month: 33
NPS @ 6 months: 37
Legend
Bug-related tickets
Other tickets
USER CHURN
December X%
Monthly X%
Yearly X%
Churners who gave feedback: 21%
Churn due to project end/break: 53%
-X%
-X%
-X%
MOSTPOPULAR data from Q4 2015
Notes:
1) XXX
2) XXX
3) XXX
CSRECOMMENDATIONS
Customer Voice
1. Analyze / Results
2. Calculator
3. Payment field
4. Ranking field
5. Save partial responses
In a sprint
On the roadmap
Not prioritized

21. • 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

22. Quantitative &
qualitative feedback
NPS score is not enough
→ must have action plan
Demonstrate importance
of NPS on financials
NPS | Take-aways

23. Thanks!
David Apple
david.apple@typeform.com
@davidcapple