Are you making the best out of your NPS surveys with Google Analytics?

By Sarjak Patel | 30.03.2017 | NPS

NPS Survey
Are your customers happy with your services and products?

Say, you already have their Net Promoter Score survey responses in Google Analytics. What can you do with that next?

Do you ponder over these questions on a regular basis?
If I were to share some tips on what you should do after collecting NPS responses, is that something you might be interested in?

Well, if your answer is yes – read on!

As a business, we always strive to understand our customers’ satisfaction quotient from our services & products so as to be able to do better for them. One of the most common ways to do so is by tracking Net Promoter Score (NPS) responses in Google Analytics. Before proceeding with the post, you should have NPS survey responses being tracked in your Google Analytics data. If you would like to know more about this tracking, please refer to our webinar on NPS or reach out to us. Once the required data is tracked in Google Analytics, we can proceed with the actions that I am going to talk about in this blog.

Let’s start with understanding the 3 different categories of your customers derived from NPS surveys:

  • Promoters – those who rate you a 9 or a 10
  • Passives – those who rate you a 7 or an 8
  • Detractors – those who rate you from 0 to 6

By breaking down your customer loyalty levels into 3 different groups, NPS surveys leave you primed to better identify with the pains and desires of your customers. Allowing you to maximize ROI when sending marketing messages, NPS is also a great way to boost your marketing power by personalization. From a bird’s-eye view of your communication strategy, what you should be doing for all your customers is reaching out to them in one way or another, through one channel or the other – online or offline.

One of the major advantages of using NPS with Google Analytics is re-marketing. You can successfully understand the behavior of your detractors, passives and promoters and re-market to each segment accordingly. Since we have 3 different sets of customers, there has to be different and specific actions respective to each of these sets.

Now, let’s dive into how you can target each set of customers to win them over and re-market wisely.

  • For Promoters:

    This is the sweet spot for your business. Promoters are those customers who are pretty much likely to promote your brand or advocate your brand to a larger audience/customer base. You should make the best out of their loyalty and let them promote your brand alongside you. Here’s what you can do to leverage their advocacy:

    • When you have a new sale, product, or service about to be launched, remarket/target this particular set of customers a week before the larger audience and let them spread the word for you over social media or any other similar platform.
      consumer satisfaction
    • Since they have already been loyal to you, remarket this set of customers to upsell your products and services. They can be your best bet to get converted quickly without much efforts.
      Google Analytics
  • For Passives:

    For this set of customers, what you need to do is build more trust around them for your brand and get them to lead to conversions and become Promoters from Passives. You also need to be a bit vigilant in the way you communicate with these customers so that you don’t push them to being detractors since there is a potential for them to go either way. Check out a couple of examples of what you can actually do to cater to this set of customers:

    • When you have brand awareness videos or campaigns, remarket and target this specific set of customers to build that trust.
      Net Promoter Score Survey
    • Attract them to convert more by providing some offers or discounts. You still don’t want to bombard them here and push them the other way.
      Personalization
  • For Detractors:

    This set of customers is the most important for you in terms of providing prompt issue resolutions. Since they are already unhappy with your products/services, they will most likely not recommend your website/company to others. The negative word of mouth from detractors has a huge impact on revenues because whenever a customer feels mistreated sales go down. You might be meeting their needs at the moment, but they are prone to jumping ship if not treated properly. Here’s what you can do to ensure that doesn’t happen:

    • You already know that these set of users are not happy with your brand. The NPS survey will also help you in getting an insight into the kind of issue that the user has faced that affected his overall experience with your brand. Use that data from Google Analytics and reach out to them over emails and/or phone calls for an added personal touch so as to understand their pain areas and be sure to resolve them at the earliest.
      re-marketing
    • Most of the customers who answer 0-6 have small issues or user errors that can be instantly fixed. It’s a very easy & a quick win, if you act right. Use AdWords and create call-only campaigns and target this specific set of customers to let them reach out to your customer care executives directly from these ads and share their issues.
      conversion rate

We are all aware that creating a brand image that commands loyalty doesn’t happen overnight. So, the key here is to assess your Net Promoter Score regularly and act effectively. Understand their satisfaction score and cater them likewise. The more meaningful your reach to them, the more satisfied they will be with your brand.

To sum up, you should not stop at just collecting the NPS survey data in Google Analytics. Leverage this data and make the best out of it. The actions that I highlighted here are some of the important and must-have ones that you should consider executing for your business.

Now, let’s reach out to these customers and give them the best of experiences on your website/mobile apps.

Do you want to get these actions taken right away but have a lot on your plate right now? Feel free to reach out to us and our experts will take care of everything for you.

Are you making the best out of your NPS surveys with Google Analytics? by
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Sarjak Patel

Sarjak Patel

Sarjak is a certified Google Analytics consultant at Tatvic. He comes with a rich experience of working with major e-commerce companies in the Indian market. Apart from his expertise in Google Analytics, he also has an extensive experience of over 5 years in IT industry. He is a digital analytics enthusiast and has a knack of understanding client requirements.

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