How to Get the Most Out of Your NPS Project

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Customer Success Summit 2016 Breakout Session
Presented by: David Apple, Director of Customer Success, Typeform

Published in: Technology

How to Get the Most Out of Your NPS Project

  1. 1. How to get the most out of your NPS project by David Apple Director of Customer Success @Typeform
  2. 2. NPS setup & learnings NPS MetricsAbout Typeform
  3. 3. Made in Barcelona Launched 2 yrs ago Already 1M users $15M Series A (6 mo ago)
  4. 4. 5 Pillars 1. Customer Support 2. Customer Experience 3. Education 4. Account Management 5. Sales Overarching Metric Net MRR Churn
  5. 5. 15 great people, 12 nationalities, 13 languages...
  6. 6. 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
  7. 7. 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
  8. 8. Hidden Fields Email, Price plan, Country, NPS Score NPS Version 1.0 | Workflow
  9. 9. 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
  10. 10. 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
  11. 11. Hidden Fields Email, Price plan, Country, NPS Score Milestone NPS Version 2.0 | Workflow changes
  12. 12. PRO detractors NPS Version 2.1 | Workflow changes Hidden Fields Email, Price plan, Country, NPS Score, Milestone
  13. 13. Segment NPS Scores Tag qualitative feedback Analyze with financial data NPS | How to get the most out of your metrics?
  14. 14. 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
  15. 15. 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%
  16. 16. 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
  17. 17. Tagging NPS feedback | positive feedback from PRO customers
  18. 18. Tagging NPS feedback | negative feedback from PRO customers
  19. 19. 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
  20. 20. • 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
  21. 21. Quantitative & qualitative feedback NPS score is not enough → must have action plan Demonstrate importance of NPS on financials NPS | Take-aways
  22. 22. Thanks! David Apple david.apple@typeform.com @davidcapple

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