In our previous article about the Net Promoter Score, we explained what this metric is used for and how other companies benefit from it. Now, let’s look at how to set up NPS for your business.
In this article I’ll explain how Mindvalley set up the NPS system and how it worked for us (know that what we got out of it wasn’t always pretty, but it was our number one metric to look at when it came to product improvement, and we sure acted upon it). But more on that in a bit…
First, let’s get you all set up with the ultimate question survey.
As mentioned previously, we stick to the book here at Mindvalley — we ask one question and give our customers an opportunity to elaborate on the reason they rated us so in an open response field.
We typically use Survey Monkey for this, as it gives us an option of storing a person’s email address together with the reply. This is particularly useful when you want to reach out to people who gave you feedback.
I strongly suggest that once you are using NPS for your business, look at it on a regular basis and reply to people who would expect an answer. It doesn’t matter to your customers which processes you have for reviewing feedback or what you do with your NPS, but it does matter to them if they don’t receive a reply after having rated you a “1” and have taken the time to leave a reason, such as “I want my money back.”
If you go manual with your NPS, I suggest this flow: on every first of the month, have a dedicated few hours scheduled in your calendar to look at each and every one of the NPS replies for the month. Then, forward the relevant feedback to teams. At Mindvalley, I would send a digest to our Customer Happiness team with with comments that require their reply or action, product improvement digest to Course Creation team, and other replies to people who would benefit from them.
This data is gold.
It will help you understand whether your product is working and living up to customers’ expectations — and if not, to fix it. We grew NPS from -10 to a stable 56 for Consciousness Engineering in its early days by just looking at NPS. And it’s now our bestselling product!
I would then also update all the metrics sheets with actual scores and send it out in a weekly update.
The whole process would take about 4–5 hours a month. Including:
- Exporting open response data from Survey Monkey
- Pasting it into a pre-formatted Google sheet
- Calculating the NPS for the month
- Going through ALL replies given in an open response field and marking them based on which topic they fall under (Customer Support, Product Quality, Technical Issues, etc.)
- Summarizing all relevant replies into digests sent to relevant teams
- … Phew, done for the month — repeat again in 30 days or so
Survey Monkey has recently developed a template for NPS — which you can feel free to use. Unfortunately for us, they don’t allow existing surveys to be converted into type-NPS. And so, after seeing how unscalable this process was, we went for a radical change.
Oh, and we were so happy to burn those spreadsheets in a ritual bonfire after all the integration was done! (Just kidding— we kept them all safe in a secure place for archive and historical data.)
Do your research to find the ones that work best for your product. We chose the tool that provides both web and in-app integration for our Elula Collections, and another tool that does email-based NPS for Soulvana Circle.
Here’s the rough list of questions you may want to ask yourself when deciding for a tool to use NPS for your business:
- How much money am I willing to invest into having an automated NPS system? This will be the first filter as all the tools out there are priced very differently. Thankfully, they all have free trials and demo sessions. Oh, and don’t forget about Enterprise pricing!
- Who will be setting it up and managing it? Is it hard to set it up technically — do you need a developer? Who will be managing it on a daily basis — do you want it to be your Customer Support team? Does this tool integrate with your CRM in that case? You get the idea.
- How granular do you want your dashboard to be, and how much expectation do you have from your NPS score? Do you want purely the number or do you want a live feed of customer replies automatically tagged based on rating and keyword analysis? (Yep, some platforms do that too!)
- Do you need it to be English-only or do you need localization? This one was crucial for us — we have Russian, Italian, and Polish products — and needed to make sure the tool of choice would handle that.
Here is the list of features I was looking at while shortlisting an NPS provider for Mindvalley:
- Email or in-app/web?
- Follow-up if customer didn’t respond to a survey
- Data export
- React to feedback real-time
- Desk.com integration (Our Customer Support platform)
- Social sharing for promoters
- Custom branding of survey
- What’s the pricing structure?
Once set up, you should have the feedback flowing.
That was only half the job. The most important thing is to listen to feedback, understand it, and act upon it — respond to customers who need your answer, thank people for giving you good feedback (isn’t that what you normally do when someone gives you a compliment?), and, most importantly, grow your product and watch a more rewarding NPS score start to rise!
Hope you found this article useful. We would love to know whether you are using the NPS system, and in which format. Do let us know if you have any questions or comments below.