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Lately it seems like the topic of NPS programs is what I’ve been talking to most of my customers about. Having run an in-app NPS program previously, this is something that I am always super excited to discuss. The reason why I specify “in-app” is because there are a variety of ways to set up your NPS survey but I am partial to the in-app survey experience because you will be directly asking your end users what they think of your product.

There are several things to consider before you start setting up the program so let’s answer the questions we’re here to solve:

  • Where do I start?

    1. Get buy-in from leadership: NPS is an important metric for measuring customer loyalty, but it's not enough to just collect the data. You need to make sure that senior leadership is on board with using the data to improve the customer experience.

    2. Understand the customer journey: This will help you identify the touchpoints that are most important to customers and where they are most likely to have a positive or negative experience. While gathering information during this step, make sure to note when other surveys will be sent.

    3. Define your audience: You can use audience rules to target different groups of users but make sure you have a clear understanding about who you are looking to get feedback from. This will help you decide how and when you will be delivering your NPS survey.

    4. Design a simple, effective survey: The NPS survey is a simple question that asks customers how likely they are to recommend your company to a friend or colleague on a scale of 0 to 10. However, the survey itself can be more complex. 

  • Here are some things to avoid when setting up an NPS program:

    1. Don't send too many surveys: You need to collect NPS data consistently over time in order to track trends and identify areas for improvement. You can collect NPS data through a variety of channels, including email and in-app surveys. It is important to understand all the channels your company is using to gather this data.

    2. Don't ask too many questions: The NPS survey is a simple question that customers can answer quickly and easily. Don't ask too many questions or you'll risk losing the customer's attention. Keep your survey to 5 questions or less and avoid asking confusing questions. 

    3. Don't ignore the data: The most important step in setting up an NPS program is to analyze the data and take action. The data will tell you what customers are thinking about your company and where you can improve the customer experience. I also think including a thank you message is a nice touch. 

Now that you have gathered all the information you need to get started, here is how you can set up your in-app NPS using Gainsight PX:

I cannot applaud Item #3 “Don’t ignore the data” enough.

I’ve been asked so many times to spin up a survey (email or in-app) and my first question back to the requestor is always “What does the customer get out of this survey?” Far too often, that’s unclear.

Surveys are great, but they can get selfish in a hurry. Ensure there are mechanisms and processes to address responses. If a low score comes in, be ready to take action. Your customer took the time to give you their feedback and cares enough about your relationship to tell you there’s a problem. You’ve been given a the tremendous gift of feedback, so don’t squander it.

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