The document outlines a 30-minute webinar on Net Promoter Score (NPS) conducted by Grigore Raileanu and Alex Bitca, covering key topics like what NPS is, the importance of survey customization, and common mistakes to avoid in NPS campaigns. It emphasizes the significance of personalization, choosing appropriate survey channels, and maintaining a feedback loop to enhance customer experience. The document also touches on the impact of cultural differences in NPS scores and the necessity of consistent measurement and response to feedback.

2. Duration: 30 min webinar + 15 min Q/A session at the end
Grigore Raileanu
Founder & CEO
Alex Bitca
Product Manager
PRESENTERS:

3. Table of contents:
● What is Net Promoter Score?
● What to look for in an NPS platform
● How to personalize your survey
● Survey channels
● On demand VS Transactional NPS
● Typical NPS mistakes
● Closing the feedback loop
● What is a good NPS score?

4. What is Net
Promoter Score®
?
Introduction to the NPS®
framework

5. Net Promoter Score Survey

6. Calculating Net Promoter Score

7. Find an NPS
platform that fits
your goals
What do you need an NPS platform to do?

8. Identify the goals of your NPS campaign and once you have a
path to success in mind, find an NPS platform that fits your goals.
● Open-ended question and Thank You page customization
● Survey channels (email, in-app, text message)
● Analytics and comprehensive reports
● Integrations with services you use
● Automation and workflows
● Customer segmentation
● Adjustable notifications

9. Personalize
your survey
By having your survey distinctively branded, respondents will
feel safer that their answers are going to the business they
trust and that the collected information won’t be misused

10. Survey
customization
● Add your company logo to assert the legitimacy of your survey
● Сhoose the colors and styling that represent your brand
● Use your distinctive tone of voice that your customers have come to expect
● Сhange the language of the question if you survey different geographical areas
● Do not change the default question
● It is crucial to customize your open-ended question and Thank You page
based on customers segments
1.

11. Open-ended Questions for Detractors (0-6)

12. Open-ended Question
Benefits of personalizing your open-ended question:
● A higher chance to receive feedback
● The feedback is going to be more accurate
● You can ask for a certain type of feedback
2.

13. Follow-up question
to Promoters
Open-ended Questions for Detractors (0-6)

14. Open-ended Questions for Passives (7-8)

15. Open-ended Questions for Promoters (9-10)

16. 10 Ways to Increase the Value of Your Thank You Page
● Most popular posts
● Infographics
● Resource pages
● Guides and tutorials
● Special offers
Thank You page3.
● New products and services
● Free upgrades
● Discounts
● Review requests
● Another survey platform

17. Example #1 of Thank you page

18. Example #2 of Thank you page

19. Example #3 of Thank you page

20. Survey
channel
Choosing the best channel for your NPS survey

25. The two types of
NPS surveys
The main differences between the On Demand and
Transactional NPS surveys.

26. On Demand vs
Transactional
On Demand NPS Transactional NPS
Survey is sent on regular and predefined
intervals
Survey is triggered after a customer
touch-point
Gives insight into customers overall
satisfaction with your company
Gives immediate insight into customer
experience
Preferred by B2B companies Preferred by B2C companies

27. On Demand:
How often should
you send surveys?
What’s the recommended periodicity of NPS surveys so
that you don’t over-survey and annoy your customers.

28. The first survey

29. If you are updating your
product/service regularly

30. If you aren’t improving your
product too often

31. Transactional:
Common survey
triggers
What are the most common triggers and customer
touch-points for Transactional surveys?

32. ● After a purchase: Gives insights on the first
impression your company made
● Post Free Trial: Understand why their
expectations weren’t met
● Subscription cancel (Exit surveys):
Understand what went wrong and why
customer left
Transactional NPS
triggers

33. NPS Campaign
Mistakes
NPS is an easy metric that doesn’t require tech
skills to set up. But certain rules should be
followed in order to run an efficient campaign.

34. People first need a chance to experience a product
or service to form a substantive opinion.
1. Don’t send a
survey too early
Best practice: The first survey should be sent within the first 7 to 30 days!

35. ● Do not overwhelm your customers
● Can lead to drop down in score
2. Over-surveying
Best practice: Send any individual customers 3-4 NPS surveys per year!

36. ● Make sure you have enough manpower to cope with the
amount of responses you will be receiving
● Make sure your team will be able to efficiently act on that
feedback and improve the product
3. Sending it to all your
customers at once
Best practice: Break your customer list into small groups and send surveys on a daily basis
over a period of up to 1 month. If your list is very big, then feel free to expand it to 2 months.

37. ● Cultural differences can influence NPS scores
● NPS ratings scale across Europe and US are not
consistent
4. Watch out for
cultural differences
Best practice: Segment your customers to calculate NPS based on locations and see
how is your company performing on different markets.

38. ● Relying only on an annual survey will not present you
with reliable data
● Consistent customer feedback is critical to
understanding the health of your customer satisfaction
5. Not tracking NPS
trends over time
Best practice: Measuring NPS and gathering feedback should be an ongoing process!

39. ● Feedback loop is where the real power of NPS lies
● Customers take their time to respond to the survey.
Ignoring them can be considered rude
6. Not responding to
customer feedback
Best practice: Tap into your brand’s promoters to fuel word of mouth feedback and
encourage organic growth. Follow up with your detractors and passives to determine
what went wrong and what you can do to turn them into promoters.

40. Always close the
feedback loop
It’s not the score that matters; what’s more important
is the feedback you get from it and how do you act on it
to improve your customer experience.

42. Don’t ask Why? Offer solutions instead!

43. What is a good
NPS score?
This is the most frequently asked question. The short
answer is: It depends...

45. Thank you for your time!
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