Case Study: Making Use of the NPS® Survey in The SaaS Product

Continuous feedback helps SaaS companies drive product development, increase customer satisfaction, reduce churn, and build trust with users. Recognizing this, involve.me, a SaaS company, conducts regular NPS® surveys within its product.

In this case study, the involve.me team showcases strategies for increasing feedback response rates, integrating surveys with marketing tools, storing feedback data, and creating follow-up campaigns based on the provided feedback.

This case study will prove valuable for other SaaS companies seeking to maximize the effectiveness of their customer surveys.

What Problem NPS® Survey Solves

Throughout the company's first year on the market, the involve.me team solely relied on the cancellation survey to gather feedback. Although this approach is common in the SaaS industry, the team came to recognize that swiftly identifying dissatisfied customers is crucial for reducing customer churn.

The lack of feedback presents a significant challenge for SaaS companies. Without actionable insights from users, these companies face several issues:

High Customer Churn 

Without feedback, SaaS companies may fail to identify and address issues experienced by users. This can result in dissatisfaction, prompting users to seek alternative solutions. 

Furthermore, when your team lacks clarity on which customers appreciate your product and who may not, it becomes challenging to solicit public reviews. What if unhappy customers are approached to leave a public review on one of the platforms?

Difficulty in Prioritizing Features

Without feedback to guide them, SaaS companies may find it challenging to prioritize feature development. They may invest resources in building features that are not aligned with users' most pressing needs, leading to wasted time and resources.

NPS® Survey Form

To address these challenges, the involve.me team created a straightforward Net Promoter Score® survey.

This survey comprises two questions: first, a rating scale from zero to ten gauging the likelihood of recommending the product to family and friends; second, an open-ended query inviting users to share detailed feedback on why they rated the product as they did.

Here’s what it looks like:

It’s a customizable template, get it here for free. The team created a survey using their own product - involve.me form and survey builder. 

Here’s how often involve.me collects feedback:

• Customers who interact with feedback form see it every 60 days.

• Customers who skip it get the pop up every 30 days.

It’s possible to control the trigger and the timeline inside of the pop-up settings in the involve.me’s editor:

This timeline (30-60 days) strikes a balance between ensuring that customers have regular opportunities to provide feedback without overwhelming them with frequent pop-ups in a product.

Important: While this SaaS feedback form is presented to customers as a pop-up, alternatively, your team can embed it directly into the website, mirroring how we embedded the form into a case study.

To do that, your team needs to generate a unique survey embed code: 

Custom Outcome 

Based on the rating provided in the NPS® survey, customers are directed to specific outcome pages corresponding to their rating category. 

For example, if a customer selects a rating between 0 and 6, they are directed to the detractor outcome page. Alternatively, if they choose a rating between 9 and 10, they are directed to the promoter outcome page. 

The Net Promoter Score® is a standard formula introduced by Fred Reichheld, a business strategist, in his article titled "The One Number You Need to Grow." The NPS® formula is added to the survey, as shown in the screenshot below.

Why SaaS companies should create three different outcome pages in the customer survey:

In addition to thanking customers for their feedback, the outcome page can also contain unique messages tailored to customers based on the rating they provided.

Here's involve.me's messaging:

• For detractors: immediate acknowledgment that the customer is not satisfied and a button that leads to the customer support team.

• For neutrals: thanks for participating in the survey.

• For promoters: invitation for satisfied customers to leave a public review and encouragement with an incentive.

Segmenting customers based on their reviews allows the customer support team to tailor follow-up actions more effectively.

Open-ended Feedback

Besides the rating, the involve.me team also asks the customers why they chose this specific rating to obtain actionable feedback to work with. On the second page of the survey, the team used the Answer Piping feature to specify the NPS® rating the customer selected.

What's Answer Piping?  Answer piping enables you to insert the answer from a previous question as a variable in question texts or heading elements. It is used in surveys to personalize the respondent's experience. 

Collecting open feedback helps the involve.me team gather ideas for features, new integrations, and constructive feedback when something doesn't function correctly. This is crucial because customers can provide it via this form immediately, rather than spending time looking for other ways to contact customer support.

CRM Integration 

The involve.me team connected this NPS® survey to their CRM, Brevo. 

With this integration, the team can:

• Store data in one place, where their customer success specialists can access it.

• Categorize contacts based on the provided rating.

• Use this data to build personalized email automation for follow-up communication.

Every survey can be connected to the CRM, email automation and data storage tools. To connect a survey to the tool of choice, log in into involve.me account, head over to the "Integrations" tab on the top bar, find a tool you want to integrate (in this case, it's HubSpot CRM), click "Connect":

Customer Feedback Analysis 

In the customer survey, involve.me asks two questions: the NPS® score as well as open feedback. These help them gather quantifiable feedback, showing the exact percentage of satisfied and unsatisfied customers, and collect recommendations and overall sentiment from customers.

Since the involve.me team collects this feedback every 60 days, they receive thousands of responses. To avoid overwhelming the team while still addressing every customer's advice, they use AI to analyze customer sentiment and extract actionable recommendations and insights.

In this case study, we explain how the involve.me team used AI Insights features to analyze over 12,000 customer responses in under 2 minutes.

Customer Survey Optimization Ideas

When conducting customer surveys, SaaS companies should always prioritize customer time and make providing feedback as simple as possible. While this case study demonstrates how one specific SaaS collects regular feedback, there are other ideas that can help you improve data collection:

1. Connect your customer survey with a website or product analytics tool (e.g. Google Analytics 4 or PostHog). Send event data to GA4 and PostHog after interactions to define segments of users who are detractors or promoters and analyze how they used the product.

2. Add gamification elements. Reward users for providing constructive feedback through badges or points.

3. Thank your customers for their time. For surveys that require more time, consider offering coupon codes or discounts as a token of appreciation. In this blog post, we explain how to generate unique coupon codes for everyone who completes the survey.

4. Choose the right trigger. Test different pop-up triggers, such as interaction with customer support or exit intent, to determine when customers are most likely to provide valuable feedback about the product.

5. Implement one-click surveys: Simplify the feedback process by offering one-click surveys embedded directly within emails or into your website. With just a single click, customers can provide their feedback without navigating to a separate survey page.

Summary 

In this case study, involve.me, a SaaS company, demonstrates the strategic implementation of NPS® surveys to continuously gather feedback within their product. 

With a simple feedback process, involve.me optimizes user experience, drives product development, and enhances customer satisfaction. 

The integration of NPS® surveys with their CRM, Brevo, enables personalized follow-up communication and efficient data management. Through AI analysis, involve.me extracts actionable insights from thousands of customer responses, ensuring every feedback is addressed. 

This case study offers valuable insights for SaaS companies looking to leverage NPS® surveys and optimize their feedback collection process. Also, it outlines practical strategies, such as integrating surveys with analytics tools, incorporating gamification elements, and offering incentives for participation, to further enhance data collection and improve overall customer engagement.