About SuiteFeedback
SuiteFeedback is a modern feedback management system natively built on the NetSuite unified cloud suite, your system of record. It allows you to collect feedback, route it to the right team members, and reach out to customers with customized follow-up workflows. In short, it allows you to turn insights into immediate, transformative action.
Once feedback is collected in NetSuite using SuiteFeedback survey templates, you gain a 360-degree view of customers. Rather than storing customer responses in an Excel spreadsheet or siloed NPS software — where it could soon be forgotten — SuiteFeedback turns responses into actions defined by you to improve the customer experience.
For customer-facing teams, executives, and managers, measuring NPS with SuiteFeedback also means less guesswork. Everyone with access to NetSuite can get a clear picture of customer health by seeing the NPS on a customer record and on NetSuite dashboards for any role.
Moreover, reporting on overall customer health and satisfaction is as simple as running a report and building a NetSuite dashboard. Plus, teams can view NPS in the greater context of NetSuite data, meaning survey responses can be sliced and diced to reveal important nuances and meaningful trends tailored to your needs.
What Is NPS?
The Net Promoter Score is an index that essentially measures customer loyalty to a product, service, or company. Typically, this number is obtained through a survey that is sent to customers after interaction with a brand. The NPS is easy to gauge, since it is based off of a single question:
“On a scale of 0-10, how likely are you to recommend our product/service/company to a friend or colleague?”
Based on the number that is given, the customer is then placed into one of the three categories: Promoter, Passive, or Detractor. These categories describe how the customer feels about the product or service, their loyalty to the company, and whether or not they would recommend it. The categories are explained in further detail below.
After gaining a response from the customer, it is common to then follow up with an open-ended question to gain more insight:
“What is the primary reason for your score?”
The creators claim that a company’s Net Promoter Score correlates with revenue growth – companies with high NPS scores tend to grow at more than twice the rate of their competitors.
Calculating NPS
Calculating the NPS is a very simple process. Based on the number that a respondent gives, they are placed into one of the following 3 categories:
Promoters: these are the people who have responded with a 9-10 score. They are very positive towards your product or service, and are very likely to recommend your brand to potential customers.
Passives: these are the people who have responded with a 7-8 score. These customers do not spread negative word of mouth, however, are not very likely to spread positive word of mouth either. The Passives are not included in your overall NPS score because their responses have a net neutral effect.
Detractors: these are the people who have responded with a 0-6 score. They are unhappy with your service, and are likely to damage your brand reputation with negative publicity.
Calculating your company’s overall NPS can be done by subtracting the percentage of Detractors from the percentage of Promoters:
(% of Promoters) – (% of Detractors)
tNPS and rNPS
Before sending out a survey, you must determine who you want it to go to and when you want it to get to them. There are two main types to send out that fully depend on the situation and how you want to position your survey. Below, they are listed as well as described.
Relationship surveys: this survey is used to gather a lot of information at once, as it is sent to a large number of people. Because of its wide audience, these surveys generally ask broader questions that focus on the customer’s relationship with the brand or business as a whole. They can be very useful both when you begin implementing NPS and also on an ongoing basis. When sending out this survey, be mindful of any other activity you already have going on with your customers.
Transactional surveys: this survey is triggered based off a particular event, such as purchases, renewals, customer support requests, new product updates, and plan upgrades. Typically, response rates are high with this survey because the customer base has the experience fresh in their mind. It is important to set an appropriate time frame to send this survey out, because you do not want the survey to reach the customer before their interaction with the product or service.
Why Is It Important?
Benefits of keeping track of your NPS include:
It is simple to understand! Organisations can use this score to easily gain key insights in customer relationships and brand loyalty.
It provides feedback that allows you to take action. After gaining feedback from your customers, you can see where improvements and changes need to be made in order to keep customers around long-term.
It is easy to conduct! Net Promoter Score surveys are straight forward and quick to answer, which is why they have such high response rates.
It helps identify your target segment. Having an NPS makes it easier to identify your target audience and gain a better understanding of them. Is your product or service a good fit for your market?
It helps prevent an increase in customer churn. Your NPS can be useful in quickly finding out which customers are likely to leave, and who you should be reaching out to to see what went wrong.
It helps refine your product roadmap. Based on feedback, you can see which products are doing well, and which ones are not. The survey can help identify customer pain points.
It gives competitive differentiation. While your competitors are waiting around for responses to annual surveys, regular post transaction NPS surveys can put you a step ahead by giving your company a huge competitive edge.
It is affordable for any business. Affordability is important for new businesses and start-ups who are not yet profitable.
It builds an organisational culture of customer success! NPS creates an aligned culture in your company, in which every department works to deliver favourable outcomes for your customers and build long term relationships.
When Is The Best Time To Send An NPS Survey?
After the point of purchase. With their recent purchase fresh in their mind, sending a survey to customers after the point of purchase can help you gain an understanding of the initial impression your company is giving off.
After a Project is finished. After a Project has been finished you want to understand the satisfaction of the Exec Sponsor of the project.
After Onboarding. Whats the initial impression after a customer has been activated or has gone through onboarding?
How Often Should You Send An NPS Survey?
Measuring your NPS is an ongoing process, however, how often you should send an NPS survey depends on your business model. The first survey should generally be sent within the first 7-30 days after a customer has interacted with your company. After that, the second survey (or any survey after that) should be sent between 90-180 days after the initial survey. Typically, if your company continues to update its products and services, it is best to send out surveys more often to get additional feedback. If your company does not regularly update its products, it is not needed as often.
Ways To Check Your NPS
What is a good NPS? A few questions to consider…
Is your score better than your competitors?
If yes, you have a good score within your industry.
Is it growing?
An NPS score that is better than your previous score is considered a good score.
Do you keep it above 0?
Even if your negative score is better than a competitors score, generally, a good score is above 0.
It is important to keep in mind that by itself, a Net Promoter Score is quite meaningless. Rather than looking at it as a quantifiable metric to continue to increase, an NPS should be looked as a qualitative metric to analyse and react to.
Ways To Improve Your Score
Reach out to Detractors with a personal contact. Sending the Detractors a personal email asking them about what went wrong is a great way to re-engage with them. It is important to make connections with them to show that your care and also helps to prevent future unwanted circumstances.
Some example follow up questions include:
What is one thing that we should change to make things better for you?
What most dislike about our product or service?
Engage with Passives before they leave. Reaching out to Passives is important because you can gain insight on how to close the gap and turn them into Promoters of your product or service. Because Passives typically do not provide open-ended feedback, you may want to consider offering an incentive or holding an online competition to close the feedback loop.
An example follow up question includes:
Thank you for taking the time to share your feedback. What is one thing that we could do to make you more likely to recommend us?
Express gratitude to your Promoters. You cannot take this customer segment for granted. Reach out to them with gratitude for their loyalty to your product, service or company. Make it known to them that you appreciate their business. A few ways to close the feedback loop with the Promoters is to offer them free merchandise, perks for referring people, or discounts on upgrades.
An example follow up question includes:
Thank you for your feedback! We are so glad you enjoy our product. If you were recommending this product to a friend, what reason would you give them to test it out?
Contact your non-respondents. Typically, non-respondents are the largest customer segment a company will have, and often times, this segment is overlooked. It is crucial to try to re-engage with these customers and gain more insights from them. The best way to reach out to the non-respondents is through a live conversation or a short personal email.
Two Main Types Of Surveys
Before sending out a survey, you must determine who you want it to go to and when you want it to get to them. There are two main types to send out that fully depend on the situation and how you want to position your survey. Below, they are listed as well as described.
Relationship surveys (rNPS): this survey type is used to gather a lot of information at once, as it is sent to a large number of people. Because of its wide audience, these surveys generally ask broader questions that focus on the customer’s relationship with the brand or business as a whole. They can be very useful both when you begin implementing NPS and also on an ongoing basis. When sending out this survey, be mindful of any other activity you already have going on with your customers.
Transactional surveys (tNPS): this survey type is triggered based off a particular event (Moments of truth), such as purchases, on-boarding, customer support requests, new product updates, and project closure. Typically, response rates are high with this survey because the customer base has the experience fresh in their mind. It is important to set an appropriate time frame to send this survey out, because you do not want the survey to reach the customer before their interaction with the product or service.
Where rNPS shines is as a competitive benchmark. It allows you to effectively compare your business’s performance with the performance of others in your industry, giving you a tangible way to see how you stack up to the competition. It also allows you to measure the satisfaction of customers after they’ve been able to use your product or experience your service over a longer period of time. If your scores are high and continually increasing, it’s a signal that your business will grow with new and current customers. If they’re dropping, it might mean you’re acquiring customers but not retaining them, meaning that you’re overextended and should refocus on optimizing your offering for your current customers. SuiteFeedback segments rNPS and tNPS surveys, as it is key to understand these individually.
Net Promoter Score – Visual Explanation
The Four Key Steps To Effective Implementation Of NPS
Step 1: Identify your customer ‘contact’ points.**Understanding the contact or touch points and how they impact your customer and their experience is the first stage of your NPS system. These customer contact / touch points need to be considered regardless of whether the survey is ‘transactional’ or ‘relationship’ focused.
Step 2: Develop your NPS system.**It is important to determine the links between your NPS survey questions and your company Key Performance Indicators (KPI’s). Consideration also needs to be made about the type of NPS survey that is conducted – transactional or relationship focused, sampling methods as well as the data collection method – online or telephone.
Step 3: Understand the drivers of customer loyalty.**In order to make improvements, it is vital to understand what is influencing the behaviors and feelings of your detractor, passive and promoter customers who are providing feedback based on their individual customer experiences. It may be necessary to conduct post-survey follow-up to clarify feedback provided to effectively gain greater insight and strengthen the customer relationship.
Step 4: Create a closed-loop system. Front-line, middle management and senior management is required to have an effective closed-loop system. Front-line staff such as customer service, technical support, and sales play a key role in developing promoters and neutralizing detractors. Middle managers provide performance coaching and know-how to manage excellent customer experiences. Senior managers help create and provide appropriate systems for recognition, communication, and ensure the NPS results remain in line with strategy deployment.
The inclusion of such questions can dramatically increase the value you receive from running NPS in SuiteFeedback.
NetSuite and SuiteFeedback: The Perfect Pair
Why use another system to measure and manage your NPS when you can execute and manage NPS surveys and store and take action on customer feedback directly in all the records that matter to your business? Because SuiteFeedback is built-in NetSuite, it’s more flexible and leverages the SuiteCloud platform to deliver customization and integration capabilities that other software can’t provide. This ensures it’s always up-to-date and provides you with sophisticated role-based security so executives, managers, and other leaders are equipped to support themselves and their teams.