How Homebase uses In-App NPS to Optimize Product by User Group
Customer Stories / Homebase
Benefit of Wootric in-app NPS surveys for SaaS startups:
- 5 minute set-up, automatic surveys and reporting provide an NPS solution that is both lean and rigorous
- Agile approach supports an evolving product
- Segmenting NPS helps to optimize product for different user groups
- Constant pulse of customer feedback helps to keep startup culture customer-centric
“Turn on NPS sooner than you think you need to.”
– John Waldmann, CEO of Homebase
John Waldmann, CEO of Homebase, may be somewhat unique among founders. Many startups do not think to “metricize” customer feedback, with a system like Net Promoter Score (NPS), until long into the company’s life. Homebase offers free employee scheduling and timekeeping software, has thousands of customers, and uses NPS to continue its personal response to customer feedback and to shape the product roadmap as the company grows.
When it came to finding out what customers think of Homebase, Waldmann needed something lean, rigorous, fast, and credible– something that would resonate with his stakeholders. He didn’t want a solution that would suck up time to set up or maintain, or cost a substantial amount of money.
“We’ve always been very user-centric and really focused on improving the product for our users. We were growing to the point where it was harder to keep in personal touch with people,” Waldmann told us. “In a series of conversations, one of our investors suggested using Wootric to measure NPS.”
“When we were smaller, it was easy for us to keep track of how we were doing because we were talking to people every day,” John told us. “The original intent with Net Promoter Score was to give us a more quantitative view of how are we doing on the product, but it’s actually become a new channel of communication and feedback from users that we wouldn’t have received otherwise.”
NPS as a Product Management Tool
Waldmann has applied NPS to drive product development. His SaaS company, Homebase, helps small business owners streamline employee scheduling, which is a major time suck for owners and a source of uncertainty for employees. In essence, his product serves two user groups – those who create schedules, and those who receive schedules. Homebase has segmented NPS survey data by these two user groups, which has been easy to do with Wootric.
“In our case, NPS has allowed us to segment out the feedback and look at how happy restaurant managers are with the product after the recent changes versus how happy the wait staff are,” said Waldmann. “Are we skewing too heavily toward one side or the other? Do we need to spend some more product cycles to improve the employee experience?”
The Value of In-Product NPS Feedback
For John, it was a no-brainer to gather customer feedback inside his SaaS product. Email is another option, but surveying Homebase customers when they are logged into the application has important benefits including high response rates and contextual, ongoing feedback. Wootric gives Homebase an agile approach to NPS to support a constantly evolving product.
Waldmann also notes, “We send the NPS feedback out to everyone on the Homebase team every week. It’s a great rallying cry for everyone on the team to remember why we’re here.”
NPS is much more than a single metric for Homebase. Wootric gives John and his team a conduit for rich, meaningful feedback and continued connection with his customers.
John Waldmann, CEO and Founder
Gather product feedback to improve user satisfaction.
No longer able to talk to every customer. Needed a lean process that scales, quantifies customer sentiment.
- Metricized customer sentiment for stakeholders
- Able to shape product — and balance dev efforts — to ensure the satisfaction of two distinct user groups
- Agile feedback for a constantly evolving product
- Customer centric culture