Tutorial: How to Measure Net Promoter Score (NPS) Using Salesforce
Your customers are an essential part of your business, but how do you know what they’re thinking? Most customers won’t pick up the phone and tell you their feelings without being prompted. That’s why most companies turn to automated surveys, sent at opportune times, to get a pulse on their customers.
One of the most popular and well-loved survey metrics used today is Net Promoter Score, better known as NPS. In an NPS survey, customers are asked (on a scale of 1-10) how likely they would be to recommend your products or services to friends, family, or colleagues. Then, customers are asked to explain why they gave the answer that they did. You’ll then receive an aggregate score that offers a view of what your customers are thinking.
The beauty of NPS is that it offers an extremely easy and efficient experience for customers. This ensures that you have high survey response rates, resulting in better data. It’s also widely used by different survey tools, so it’s easy to integrate NPS surveys with a CRM like Salesforce.
Why use NPS?
Today’s consumers expect better customer experiences than ever before. As a result, providing a better experience has been proven to be good for business, offering substantial ROI. The Temkin Group found that companies leading their industries in customer experience have all-around better customers, who are more likely to buy again, more likely to refer others, and more reluctant to switch brands. But how can you ensure that you’re providing a top-notch experience as you scale? Enter NPS.
NPS allows you to gain insights into what your customers think quickly and easily. Because the survey is only two short questions, customers are likely to respond. Not only that, but the easy-to-understand score is easy to circulate around your company. Sharing a baseline NPS metrics, as well as improvements and changes, will help you get buy-in from key stakeholders when you want to embark on new initiatives.
The Importance of Integrating NPS with Salesforce
NPS surveys should not be sent out randomly whenever you wonder what customers are thinking. It also shouldn’t be sent out once per month or per year. Rather, NPS surveys should be integrated into the customer experience so that you’re constantly surveying customers.
By integrating NPS with your CRM, you’ll be able to create an automated experience that ensures you’re retrieving data from your customers constantly. A steady stream of NPS responses is the only way to truly understand where your customers stand. Thankfully, it’s easier than ever to integrate and measure NPS with Salesforce.
With Salesforce, you can set up time or trigger-based emails so that customers are asked to fill out an NPS survey at various points in the process. For example, every time they use a certain feature or contact customer service, they may be asked to fill out an NPS survey.
How to use Salesforce to measure NPS
It’s simple to create NPS surveys and map responses into Salesforce, and you can actually use native Salesforce reporting to create dashboards that display key customer feedback. This takes a bit of configuration, but once it’s set up, you’ll be good to go.
Here is an example setup of how you could use GetFeedback to measure NPS in Salesforce.
1. Create a custom object in Salesforce called “NPS Survey”
First, you’ll need to create a custom object. We recommend labeling this “NPS Survey” to keep things simple. Your custom object should include these fields:
- Survey Name (Text)
- Contact (Simple Lookup filed – Contact)
- Email (Email)
- Net Promoter Score (Number)
- Comments (Long Text)
- NPS Response URL (Text, URL)
- NPS Grouping (Formula, result: Text)
- Promoter (Formula, result: Number)
- Passive (Formula, result: Number)
- Detractor (Formula, result: Number)
To learn how to create a custom object, visit Salesforce’s developer guide.
2. Create an NPS grouping formula
NPS Grouping is a formula that categorizes survey respondents as Promoters, Passives, or Detractors based on their Net Promoter Score. Creating a grouping formula will ensure that Salesforce users will understand a particular customer’s score.
You can decide whether you’d like to display images or text in this field. Some organizations prefer to use stars, hearts, or other images to make it quick and easy for employees to identify a customer’s grouping.
3. Use the Promoter, Passive, and Detractor fields to total the number of responses you’ve received for each NPS grouping
The Promoter, Passive, and Detractor fields allow you to total the number of responses you’ve received for each NPS grouping. You need these grouping totals in order to calculate your Net Promoter Score in Salesforce. These fields don’t need to be visible on the page layout.
- Promoter: IF(Net_Promoter_Score__c > 8, 1, 0)
- Passive: IF(AND(Net_Promoter_Score__c > 6, Net_Promoter_Score__c < 9), 1, 0)
- Detractor: IF(Net_Promoter_Score__c < 7, 1, 0)
Again, this ensures that you’re able to correctly calculate how many customers fall into each category, allowing you to calculate and view an aggregate score.
4. Create a custom report type in Salesforce for your NPS object
In order to extract the data so that it is easily visible to you and your team, you’ll need to create a custom report type in Salesforce for your NPS object. For more information on how to do this, visit Salesforce’s developer guide.
5. Create a new summary report with your newly created NPS report type
Next, you’ll need to create a new summary report with your newly created NPS report type. You can choose to summarize NPS by Survey Name or filter the report to just show specific surveys.
6. Write a summary formula in your report to calculate NPS
This is the final step–and it’s essential. Creating a summary formula will make it possible for Salesforce users within your company to fully integrate NPS into the platform.
There’s no doubt that NPS is a helpful metric for understanding your customers. However, it’s much more useful when it’s integrated with Salesforce, as Salesforce is a tool that your team is using each and every day. By integrating NPS surveys with Salesforce, you’ll not only be able to send out surveys at the right time, but you’ll also be able to easily share customer scores with your team.
If you’re looking for a great NPS survey tool that also integrates seamlessly with your Salesforce data then get started today with a free trial of GetFeedback.
I understood the concept, but how would the creation of records for this new object work? I want to do something similar using Salesforce’s own native Surveys, does anyone have any light on how I can do this?
By enabling the survey, there are 2 standard objects provided by SF: survey and survey invitation. Would it be enough to create NPS custom fields within the survey object instead of creating a whole new custom object?
Same problem here, the other relevant survey object are not customisable, So I’ve created those on the Survey Invitation object. With help of some flows I’ve calculated the average score (the total score of all the answered questions related to the survey invitation / the number of question of the related survey. The average score is then used to define the nps grouping and the power of 1 formulas to define a 1 or 0 for promoter/passive/detractor
Can you please put the “how to” to create the summary formula to calculate the nps result?
Unfortunately that this article didn’t really give us all the details needed so hope this helps anyone looking to carry this all the way through. We had already implemented a separate object to track survey results and had a report on that where the Status = Completed. I added the Promoter, Passive, and Detractor fields as described above, and through a tip on another article came up with this Summary formula for my Survey Tracker results report:
You can use this metric on a dashboard to dazzle upper management. 🙂
Hi all – great article – I took a slightly different approach to the Summary Formula of the report: