Five years ago, back when it was still common for software companies to gear up for an annual NPS email survey campaign, we made a name for ourselves with a “set and forget” in-app Net Promoter Score survey program.
Wootric’s early growth was built on this modern, always-on approach: Survey all users on a 90-day cadence, thirty days after they come on board. Ask the NPS question right in the software product experience using a high-response microsurvey.
Users continuously provide a pulse of sentiment. Our customers analyze NPS and respond to customers in real-time, and never miss a trend. No campaigns, no lists, no hassle. At the time, this was revolutionary.
Asking all users the same NPS question at the same time in their journey is still the right way to go for many businesses. Seriously, you don’t need to over-engineer NPS. Early on, keep it simple. Start by surveying everyone on a cadence that makes sense for your business. Focus on taking action on the feedback you receive.
As your customer experience program matures, there are scenarios where treating groups of users differently can help you get more strategic value from your Net Promoter Score program. That’s where a targeted NPS survey strategy comes in.
Customizing and Controlling NPS surveys by User Group
With a targeted NPS survey strategy, you control who gets surveyed when and where. You may also customize the version of the NPS survey a user segment will see. In Wootric, it is easy for non-technical teams to accomplish this. They can jump on the opportunities listed below and take strategic deployment of an NPS program without tapping development resources. We’ll get to all of that in a minute.
First, let’s look at why you might implement NPS differently for various segments of your user base and review examples of each use case.
Five Strategic Reasons to Target NPS Surveys by User Group
- Hyper-targeted surveys for better data and better UX
- Obtain adequate feedback from important, but smaller, user segments.
- Direct user segments to take different actions after they respond to a survey.
- Support a phased roll-out of an NPS program
- Restrict where users see, or don’t see, an NPS survey.
Examples of Targeting NPS Surveys by User Groups
1. Hyper-targeted surveys for better data, better UX
Asking the right users the right question, at the right time, in the right communication channel is a hallmark of a mature, customer-centric NPS feedback strategy. One example is how a leader in the travel industry gathers feedback from hoteliers about the experience of a platform feature. This company has users all over the world so it is important to ask for feedback in the hotelier’s language. By creating a user group based on language (a property) and feature use (an event), they can get precisely the feedback they need about this product feature.
Higher response rates.
Hyper-targeting also improves the experience being surveyed. Imagine the frustration of opening an email with a lengthy survey about a product you used hours, or even days, ago. A fast NPS micro-survey about an experience you’ve just had is a much better experience. As a result, more users respond to hyper-targeted surveys because they are relevant, fast, and easy.
In the image below, the company asks for feedback when a Spanish-speaking hotelier uses a specific feature.
2. Ensure you get adequate feedback from important, but smaller, user segments.
Hootsuite, the social media management platform, listens to feedback from various user personas including administrators and read-only users. The enterprise customers that use Hootsuite to manage their social media efforts may have scores of read-only users for every admin on the account. To balance the feedback, Hootsuite defines survey sampling parameters for these two groups differently. They cap the survey responses they receive from the read-only users and boost the percentage of admins that are surveyed. This balance of feedback ensures that the feedback from read-only users does not drown out the all-important admin perspective.
Hootsuite tripled its Net Promoter Score with a modern approach to NPS. Learn how they did it.
Here is a similar example. Our customer VSCO, the popular photo-editing app, has product teams devoted to iOS and Android versions of their application. As you might expect, they have more users of their iOS app and, naturally, far more feedback from them as well. For the Android product team to receive sufficient feedback in their dashboard, they created separate user segments and sampling requirements for each.
3. Different user actions after the NPS survey.
This strategy is about achieving a different post-survey outcome for different groups. In this scenario, you show different versions of your NPS survey to different user segments to encourage unique next steps after they respond. Here are two examples:
Ask for reviews on different sites
For example, VSCO has different versions of their NPS survey for iOS and Android users. The NPS question is identical. The difference is in the final screen that these user segments see. iPhone users who are happy are asked to rate the app in the AppStore, while Android users are sent to the Google Play Store. In a similar vein, a B2B software company might direct enterprise users to G2, while small business users are asked to leave a review on Trustpilot.
Ask some user groups to provide more feedback
Perhaps you would like to gather more information from a particular segment of users. You could create a user group based on any number of parameters: feature use (an event), persona, geography, etc (properties). Then on the final screen of their NPS survey, you could provide an incentive and a link to fill out a longer survey or participate in user research. Here is an example of a Wootric NPS survey in Zoom that does just that:
4. Support a Phased Rollout of an NPS program
The power of an NPS program lies in taking action on the feedback you receive. Let’s say you want to ensure your close-the-loop processes are working well before launching an NPS program across your entire user base.
You could start by launching your program to one segment of users — based on role, country, language, or other segmentation criteria. For example, start by surveying platform administrators, then ask end users for NPS feedback in a future phase of the program.
In the case of a geographic rollout, you could start by surveying only users in Brazil. And, since you have defined Brazilian users as a unique segment, you can also specify that they receive the NPS survey in Portuguese. Once you are confident that NPS data is flowing into all your systems of records, and that any detractors in Brazil are receiving timely followup from frontline teams, you can confidently expand your program to additional countries without engaging development resources.
5. Restrict where users see, or don’t see, an NPS survey.
This flexibility is particularly useful for UX teams. Perhaps you want to ask the NPS question about a particular feature. To accomplish this, restrict NPS to the particular page in your application. You could also target by user role or pricing plan when you restrict NPS surveys to certain pages, further scoping who will see a survey.
On the other hand, there are times when you do not want to interfere with a user’s workflow in your product. In this case, you might add certain URLs to a block list to ensure they do not see a survey on these pages. This list of URLs could apply to a single segment of users or, for that matter, all users.
How to set up NPS surveys targeted by user group
An engineering team can implement a targeted NPS strategy for you. If you do not have development resources at your disposal, a customer experience management platform like Wootric can make implementation easy for business teams. For example, advanced targeting gives our customers the ability to deploy unique versions of an in-app NPS survey to user groups that meet specific criteria, all within Wootric account settings.
This is made possible by defining user segments based on data you already have.
- User properties such as user role, product plan or language
- Events such as an action in your product, like feature use.
- Page/location information (URL, name, or path)
Example sources of this data include user properties and events that you are tracking in your product or a data platform like Segment. Once properties are defined and available, setting up a targeted survey strategy (and modifying over time) is easy and code-free in the Wootric platform.
What if you don’t have access to customer data like properties or events? This is where the creative use of page targeting can be handy. For example, if you only want to survey users who are administrators, restrict the survey to pages that only admins have access to. Is there a confirmation page that a user lands on when they achieve a journey milestone? That URL can serve as a proxy for an event.
Avoid survey fatigue when targeting NPS surveys by user group
It is important to remember that surveys themselves are part of the user experience. You’ll come across as tone-deaf if you repeatedly ask a user for feedback. This can lead to lower response rates and well-justified irritation with your brand. So, it is natural to be leery of creating too much complexity when you set up a targeted NPS sampling program.
The beauty of setting up a targeted survey strategy within a platform like Wootric is that we play traffic cop. We can ensure that no user gets over-surveyed. This applies within your NPS program, and across the customer journey too.
Imagine a user is shown an NPS survey one day. The next day the user tries a new feature and that event makes them eligible for a Customer Effort Score survey. Wootric can ensure a built-in buffer so that this user won’t see both surveys in a defined window of time. The goal is to ensure that user experience is paramount.
As a result, teams can spin up new targeted survey scenarios at will. They can focus on getting the information they need without fear of creating a poor end-user experience.
Go forth and target!
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