Often, businesses face the question — how to conduct an NPS survey. Indeed — probably any business is interested in tracking customer satisfaction. NPS is one of the popular metrics in this regard.
But the question is — how exactly, specifically, physically to conduct an NPS survey.
There are several obvious alternatives:
- widget on the website
- mailing (through one of the channels — we will consider the channels separately)
- filling out paper questionnaires — probably an extreme case when there are no other options.
NPS Survey via Website Widget
Although this seems like the simplest way, we need to remember that the NPS survey is conducted among those who have either made a purchase or tried the service/product in trial mode.
Conducting an NPS survey is completely pointless among just website visitors.
And in order to show your survey widget specifically to “clients” — you need to somehow pass information about whether this particular person is a client. This is not always easy and obvious to do.
Of course, you can show it only inside the personal account — but then it must be implemented on the website.
Storing information about whether a website visitor is a client — can also be done through cookies, but this requires programming work.
There is another point — clients visit the site with a certain purpose. Including to buy something. And “interrupting” them and distracting them from this with your survey — may not be the best solution.
NPS Survey via Mailing
This seems to be the most successful solution — after all, we have “some” contact details of the client. And we can write to them.
The following reasonable channels exist for doing this:
- SMS
- Messengers — Telegram, WhatsApp, etc.
However, SMS — is often used by some scammers for phishing purposes, so people do not often click on strange links in SMS messages.
In addition, the service of specifying the company name in mailings costs significant money from operators — according to the latest data — about 3000 rubles per month. And this is quite expensive for small businesses.
Email — here the problem is different — open rates. According to various sources, the standard open rate for email mailings is no more than 20% — and this actually reduces your effectiveness by 5 times. If you don’t have hundreds of clients, there will simply be too few responses for reasonable statistics.
Messengers — here is an important fact. Bots can only write to any messenger except WhatsApp if the person has first subscribed to the bot (or has written to it before). This, of course, concerns bots; you can manually write something in Telegram, but this is extremely unprofessional and very labor-intensive for staff.
WhatsApp, however, allows you to write to people if you only know their phone number.
In addition, official WhatsApp mailings allow you to insert personalization into each message — that is, the client’s name, for example, you can write “Good afternoon, Ivan…” — and the name “Ivan” will be unique for each client (you will upload a database for the mailing).
Also, other variables are possible, for example — the name of the service the person received. For example, “you visited us for a haircut, styling, coloring” — and so on, each client will get their own.
From this, we come to the conclusion that the most effective way to conduct an NPS survey is via WhatsApp mailing.
Yes, this is a paid solution and the cost will be about 6-8 rubles per message, but the open rate on WhatsApp is almost 100%, and almost everyone has it, unlike even Telegram.
And the additional personalization features of WhatsApp mailings greatly help recipient engagement.
We recommend using the Chotam.ru service — it literally costs “pennies” to use the mailing service and chatbot builder itself.
How to Conduct an NPS Survey in WhatsApp
Step 1 — connect WhatsApp Business API
This is quite a technical point — it is described in detail in this article. And why we recommend the Chotam.ru service again — because their support can do this with you, via Zoom, and does not charge ANYTHING for it. Many other services charge up to 5000 rubles just for connecting WhatsApp Business API, but at Chotam — connection is free, and the monthly cost for 1 number is only 490 rubles.
Step 2 — create a template for the initial mailing.
An NPS survey usually looks something like this (this is an example) — you can adapt it to your needs.
Good afternoon, {name — the client’s name from the database will be inserted here}. This is “your company name”. You visited us for {service name — inserted from the database}, thank you for choosing us.
Please rate how likely you are to recommend us to your friends. This will help us become better and delight you with higher quality services.
Button “Give feedback” (buttons in the mailing are inserted in the builder — this is a very simple action).
Step 3 — create a chatbot flow
In different builders this is called differently, but in fact it is a sequence of actions — what happens next when your mailing recipient clicks the “Give feedback” button.
Chotam.ru uses a visual builder, where this is done easily, at the level of “enter text” and “draw an arrow”.
Thus, your first message after clicking the “Give feedback” button can be the following:
Please mark from 1 to 10 — how likely you are to recommend us to your friends.
1 — definitely not, 10 — definitely will recommend.
And buttons from 1 to 10.
However, sending just one such message is not enough. After all, you still need to collect responses, tag them for statistics, and possibly — somehow respond to different ratings.
If we recall the NPS theory — there are three types of clients:
- Detractors — answer up to 5
- Neutrals — answers 6, 7, 8
- Promoters — answers 9, 10.
And accordingly, since we have entered into a dialogue with them, it would be good to find out, for example, what happened with the detractors — after all, they didn’t become that way for no reason. What negative experience did they have? At the very least, you can combine them with neutrals and ask what went wrong?
Thus, your next message for those who answered 1-8 could be the following:
Thank you for your response. Please tell us what we can do differently to improve your rating?
You can leave this question open, for the purity of the experiment, or you can offer the user buttons with the most common complaints you already know from other feedback.
Perhaps you would like to separate or write with different wording the messages for detractors or neutrals.
Perhaps, you would like to send messages about very low ratings, for example, to your service director, so that they might even call personally and somehow resolve the negative situation.
This, by the way, is a very important function that not all mailing services can do — forwarding messages “outside” — to a team member, if the flow reaches a certain event. In Chotam this is implemented very simply.
Now about what to do with those who gave ratings of 9-10.
You may know that collecting positive reviews (in any form) is a sore subject for any company. Therefore, you should ask such people, and your message to them might look like this:
Thank you for your high rating! We are happy to work for you. If it’s not too much trouble, please leave a review about us…
(and you give links to the review sites where you are represented).
Step 4 — preparing the database and sending the mailing
Now, to send the mailing, you need to collect a database, phone numbers, names (if you know them — not all businesses do) and the services or products mentioned in the mailing (also, if you use them).
As a result, your database may look like this (this is a CSV file):
79059599575;Evgeny;haircut (this is a substitution for “you visited us for…”)
79099099999;Ivan;manicure
You can usually export such a database from any CRM. Some manual operations in Excel may be required, but in any case, this is done in a couple of clicks and exported to a CSV file.
Then you simply upload this file to the mailing service, specify which template to use (you may have several different ones for different surveys), and send. This is a one-minute operation.
NPS Survey — Processing Results
Then, you regularly, for example once a month or a week (if you have a large flow), export information about client responses from the mailing service, and then in Excel you can do any analytics, calculate NPS, the percentage of different reasons for low ratings, etc.
Help and Consultation for Conducting an NPS Survey
If you still have any questions, need a consultation, help or setup of WhatsApp mailings, or an NPS survey — the Chotam support service will be happy to help you, and for free.
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