Announcing NPS for Mobile Surveys

We’re excited to announce the latest addition to our product suite: NPS for Mobile Surveys. With our latest SDK, Apptentive customers now have the ability to launch NPS Surveys directly from the Apptentive dashboard!

Why is this a big deal, you ask?

The elephant in the room has been that while companies acknowledge the value of collecting NPS, they tend to hear from an abysmally low percentage of their customers (particularly in B2C). Consumers are getting bombarded with marketing messages, so in order to get their valuable feedback, it is critical for companies to solicit that feedback at the right moment, and via the right medium—mobile. With the addition of NPS to the Apptentive product suite, you can easily do so.

Imagine the value in creating campaigns to turn detractors into promoters, moving passives up on the scale, and identifying power-customers to participate in product development (such as beta-testing). By segmenting detractors, passives, and promoters in specific ways, companies move from tracking a number to taking action. While follow-up is historically challenging after NPS, Apptentive’s NPS Surveys make it a core part of the strategy.

Increasing the percentage of customers who respond to NPS is a game changer. Not only does it help you understand how you’re doing by measuring customer satisfaction, it allows you to make more customer-centric business decisions—changing the trajectory of your entire business. You can use it to pinpoint areas of opportunity for increasing retention and customer lifetime value.

Read on to learn more about what NPS is, what it can do for your brand, and how to set up your first Apptentive NPS Survey.

What is NPS?

Net Promoter Score, or NPS, is considered a leading growth indicator across industries. It is a measure of customer loyalty that can be benchmarked across other players in your industry. Businesses should care about loyalty because it is directly correlated to customer lifetime value as well as growth through word of mouth. If your organization’s score is higher than those of your competitors, you will likely outperform the market, and managing your organization to improve your score will also improve your business performance.

Respondents to an NPS question are grouped into three categories based on their ratings:

1. Promoters (score 9-10): Loyal customers who will keep purchasing and will refer the business to others
2. Passives (score 7-8): Satisfied customers, but may be swayed by competitive offerings
3. Detractors (score 0-6): Unhappy customers who can damage your brand by negative word-of-mouth

To complete your calculation, you then take your percentage of Promoters (9’s and 10’s) and subtract the percentage of Detractors (0’s through 6’s), leaving out the Passives (7’s and 8’s).

How can I use NPS as an Apptentive customer?

With this update, Apptentive is releasing NPS as a new Survey question type. Apptentive customers can now create an NPS question through a Survey, target specific consumers they’d like to respond, and download detailed reports highlighting the results.

Through this new update, Apptentive customers can ask for NPS on their app, physical products, stores, company, and more. Customers can include the question in a larger survey or on a survey focused primarily on NPS, depending on their goals.

We recommend customers always add a question that gives a chance for consumers to explain why they gave a particular score. This way, customers can identify where they are performing well and where they can improve.

Here’s how to set up NPS in your Apptentive dashboard:

1. Add an NPS question to a Survey.

2. Customize your question text, and indicate what is it you want to collect a score on.

3. Add a Free Form question with Multi-line option asking respondents to explain why they a particular score.

4. See your responses summarized, and download your data for further digging.

Since NPS is an industry level benchmark, customers can use the score collected in their Survey to compare their performance against competitors. If you’re curious about your industry’s benchmarks, check out NPS Industry Benchmarks to get a sense of how you stack up.

Apptentive NPS best practices

Although your score can only be calculated in one way, there are plenty of points to take into consideration when you’re setting up targeting around your NPS Survey. In order to get the most out of NPS with Apptentive, keep the following points in mind:

1. Run Surveys over time. You may want to run a rolling Survey or a periodic Survey to track how your score is evolving over time. Understanding NPS once is great, but there is a ton of value in seeing how it changes over the course of a few weeks/months/quarters/etc.
2. Keep your Survey sample as random as possible. Like any Survey, it’s important to be thoughtful around how you select potential respondents. For example, you shouldn’t only target consumers who have indicated that they “love” you brand and/or app in the past. Targeting in this manner will result in a biased score.
3. Collect feedback. In addition to asking your customers to score you, collect open-ended feedback to provide context around the number.

Get started now

As an Apptentive customer, you can take advantage of our new feature immediately. Simply log in to your dashboard to get started with this tool, and begin learning more about your customer base and how your brand currently stacks up within your industry.

As always, if you have any questions or feedback around the updates, we’d love to hear it. Please let us know at productfeedback@apptentive.com.

Enjoy!