How to Create a Killer Net Promoter Score Program in Marketo
Customers are the lifeblood of every company, yet many businesses don’t know if their customers love them or hate them. We’re about to show you how you can, in less than an hour, create a best-in-class Net Promoter Score program in Marketo that will find your champions and detractors alike.
The Net Promoter Score (NPS) is an amazing way to determine customer loyalty. Bain & Company made this simple 1 question survey famous. You can read more about it here, but essentially it shows you your customers who are promoters (you want a lot of these) passives, and detractors (you want as few of these as possible).
Here’s how to create a Net Promoter Score program in Marketo…
- Setup your Program
We created a new channel for NPS score, so that we can use program statuses to view the overall opinions of our customers. We defined program success to be 9’s and 10’s since those are what are considered to be ‘promoters’.
- Create new fields to capture NPS Score & NPS Comments
VERY Important Note: Your NPS Score field, MUST be an integer field. Your NPS Comments field should be a text field. If you want these fields to appear in your CRM, you should make them there first and wait for them to sync over. We would also recommend you map them from the lead to the contact so that there is never any loss of data.
- Create your Form
You want to add your NPS Comments field, and make sure it is a ‘Text Area’ field type. Remove the label and make the label width ’10’. Add the email address field, and make it hidden. Then you want to add your NPS Score field. Make that a hidden field and ensure that the Parameter name is ‘npsscore’. ****VERY important****
- Create your Email Template
This is the template that we built. It's fully responsive across all email clients and devices, even the ones that don't support media queries!
- Create your Landing Page Template
Here is our landing page template. It also includes a fancy javascript library that allows people to change their score on their confirmation page. Nice, clean and simple with the goal of getting feedback from customers. Here is a live example of it.
- Update your Email
For each score in the email, 1-10, update the link to your landing page, with a URL parameter structured exactly like this: ?npsscore=
Here is a screenshot of what it should look like:
- Send it out!
Send out your NPS email and make sure that you follow-up on everyone’s feedback, good or bad! If it’s good, try and get them to promote your company on social networks if its bad, follow-up and show them some love.
Good luck! It can sometimes be a little scary to ask your customers for their feedback, but the reality is its there so you’re much better off knowing it, good or bad.