Measure Customer Loyalty With NPS in Salesforce

The reasons you should use NPS, and our three pillars for improving your NPS program with the GetFeedback Salesforce integration.

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Sara Staffaroni

February 17, 2020

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You can learn a lot about your customers by asking one simple question: On a scale of 1-10, how likely are you to recommend us? 

This question is the most basic NPS question and it can yield powerful insights about customer loyalty at key stages of the customer journey. Measuring NPS can show you who your most loyal customers are—and who’s about to walk out the door.

But most importantly, when you measure NPS correctly, you get magical insight into what your customers want from you. It’s like peering into the future, giving you the opportunity to act before your customers have a bad experience. 

In this article, I’ll briefly share with you the reasons you should be measuring NPS, and then share our three pillars for improving your NPS program with the GetFeedback Salesforce integration.

NPS is a key indicator of customer loyalty

Net Promoter Score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The final score can range anywhere from -100 to 100. To benchmark yourself, an “excellent score” for the high tech industry is 59, and anything above 70 is considered world-class.

On the rating system, users who select 9 or 10 on the survey are Promoters, as shown in green. People who select 7 or 8 are Passives as shown in yellow, while people who select 6 or below are Detractors, as shown in red. 

NPS grid example

Detractors can put your brand at risk

Measuring NPS allows you to identify your Detractors. These customers are highly likely to churn and are more likely to talk about a bad experience they’ve had online or with family and friends. In the digital age, one bad customer experience can spread quickly online, influencing existing customers as well as prospective buyers. Customers are twice as likely to talk about a bad experience than a good one. 

Promoters need love too

It’s also important to identify your Promoters. These customers are your biggest spenders (5x more likely to repurchase!) and referrers (4x more likely to refer new customers!). We highly recommend putting programs in place to nurture them and make them advocates for your brand.

Measuring NPS also enables you to convert your Detractors into Promoters. Even a modest improvement in NPS typically yields 25% more revenue. However, to make a truly significant impact, you should take action in real-time and that’s where Salesforce comes in.

3 pillars of a Salesforce NPS program

Combining your NPS program with the power of Salesforce allows you to get a clearer picture of what your collected data means.

Today, I’m going to share a proven framework for running a successful NPS program using Salesforce that maximizes results. These insights will give you a strong foundation on whether you’re just getting started or looking to refine your existing program.

There are three key pillars of a successful NPS program:

  1. Integrate (with Salesforce).

  2. Optimize (the survey experience).

  3. Act (take intelligent action).

Integrate your NPS program with Salesforce

The first pillar is to integrate your NPS program with Salesforce. This is critical because it connects your customer feedback with customer data so you have a holistic view of the customer experience. 

Think of it this way. With an NPS survey, the only information you can gather is what your customers are willing to answer. If you connect your NPS data with your CRM, you have access to all the customer data you’ve previously collected.  

This works two ways too. Not only do you get the benefit of more context for data analysis, but surveys can be personalized to each customer’s unique journey. With Salesforce, you can pull in unique customer details—like name, location, or purchase history—to tailor the survey experience and provide more context for your customers. 

You can then push survey responses to the customer record in Salesforce so you always know where each account stands. Without connecting to Salesforce, customer responses are stored in a silo, making it difficult to act on them. 

Connecting your customer feedback with customer data gives you a holistic view of your customer experience.

Integrate getfeedback with salesforce

Optimize your survey experience

Next, you’ll want to optimize the survey experience. By sending the right questions, with the right design, to the right people, at the right time, you’ll receive more engagement and more actionable feedback. 

Consider the survey look and feel—design surveys to be aesthetically pleasing and optimized for any device. This ensures you’re getting responses, even when customers are on-the-go.

nps survey example

Ask the right questions—Keep surveys brief. We recommend a four-question structure: start with your NPS score, ask for more clarity on that score, ask about other preferences to round out their customer profile, then close with an open text field. 

Tailor the survey experience—with Salesforce, you can completely customize the survey experience. Be respectful of customers’ time by not asking what you already know through bringing unique customer details into the survey. You can also set up survey logic to take customers down different paths based on their responses.

Send surveys on the right channels—where you ask for feedback is just as important as how and when. It’s best to ask for feedback on the channels that work best for your customers— like email, chat, or SMS— as this will yield higher response rates and higher quality data. 

Automate survey distribution—rather than the traditional batch-and-blast approach, we recommend an always-on NPS program; otherwise, it’s just too difficult to follow up with relevant customers. Map out your customer journey and determine the best times to survey customers along the way. For example, you can send your survey quarterly, beginning 90 days after a customer start date. You can also send NPS surveys before annual renewals then use that as a data point in the renewals process. This approach makes things much more manageable for your teams. Rather than receiving NPS comments from hundreds of customers once per quarter, they receive just a few every day. 

Take action

The final pillar in your NPS program is an action plan. This is perhaps the most important step but it is often overlooked. In fact, 43% of customers don’t leave feedback because they don’t think the business cares. This is a huge missed opportunity and illustrates why closing the loop with customers is so important. 

Collecting feedback and measuring KPIs means nothing if you’re not taking action on customer responses. Not only does taking action show your customers that you’re listening, but it also forces organizational change to drive more revenue. 

Not all feedback warrants the same action so there are two primary strategies to consider when building an action plan. The first is your 1-to-1 strategy. After a customer submits feedback, they receive a prompt response from your team acknowledging that you’ve read their comments. We recommend taking action within 48 hours of receiving a Passive or Detractor rating.

With Salesforce, you can set up rules that notify a Customer Success Manager (CSM) every time someone gives a score of 6 or lower. The CSM can then dig in to understand the customer’s issue and quickly follow up to course correct. 

Furthermore, you can also map NPS data to the contact and account level in Salesforce. This allows a CSM to see the most recent feedback from their customers when they are working with those accounts and they can use NPS data to shape customer conversations. 

The second option is your 1-to-many strategy. How will you share your findings with stakeholders? How will your program resolve problems and drive positive change for your business? Consider sending monthly reports across your entire company to keep internal teams aligned.

With analytics dashboards, you can also regularly monitor customer feedback, spot trends, and identify issues. This feedback can then inform key aspects of your business, like product roadmap, pricing strategy, and ongoing team training. Implementing an NPS program will give you a better handle on what your customers are experiencing and the power to take action and drive change.

Conclusion

Running your NPS program through Salesforce is simple with the GetFeedback Salesforce integration. While the integration is easy to set-up, the opportunities to customize your survey delivery are limitless. 

Learn how GetFeedback can help you exceed customers’ expectations—start your free trial today.

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