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Quick and Free Way to Measure NPS

Updated: Jun 27, 2020

You need to get a pulse on how your customers are doing but you don’t want to spend months researching a tool or implementing a “process”…

Look, some of us don’t have the time, some of us just need to build and build it fast. And this is especially true for scrappy teams with a smaller customer base.

If you’re looking for a quick and free way of collecting NPS from your customers, here’s a 4-step guide to get you started right now.

What is NPS?

NPS or Net Promoter Score helps you understand customer loyalty. You’ve probably seen the question before: “How likely are you to recommend this tool to a friend or a colleague?” on a scale from 0 to 10. This is the base of NPS.

And while some find the metric somewhat unreliable, no metric is perfect and as long as it’s measured consistently it can serve as a growth lever.

As a Customer Success Manager, most of your conversations are happening with the point of contact for an account but this can lead to missing out on valuable feedback from the people that are actively using the tool or even from executives.

That’s why collecting NPS is crucial and if you and your team aren’t collecting NPS yet, it’s time to start!

The Setup

Here are the tools you’ll need:

Hotjar – Hotjar is an analytics and feedback tool that offers NPS within it’s Poll feature (shown in-app) and Surveys.

Email – We’ll send the survey via email to the users but if you have an in-app communication tool like Intercom, it can help speed up your process.

Spreadsheet – Once users respond to the survey, you’ll need a place to keep track of the feedback.

Calendar – NPS works best when you have a cadence. That’s because opinions change quickly and we need to create a routine for measuring this.

Step 1: Set up the NPS survey

Sign up for Hotjar first to get started.

When you create the account, It will ask you to add the tracking code to your website but you don’t need to do this step. When we set up the survey, they will give us a link that redirects the users to a page hosted by Hotjar.

Once you’re in, go to the “Survey” tab

Then click “+ New Survey”

I’m going to turn the mic over to Hotjar to walk you through the steps of creating your NPS survey. Their explanation is very informative and also quick and to the point. Follow the first method outlined in this article. 

After following these steps, you now have a survey link to add to the email we’ll be sending to the users. Let’s do that!

Step 2: Send the survey to the users

If you form part of a small team as I described earlier, send the survey from your personal account. This move can help build a relationship with the user and these emails have a higher open rate 15% – 35% compared to emails from a general address.

What are you going to say?

You know your users better than I do! Your tone of voice may be a bit more formal or not so keep that in mind. Ultimately, the email should be short and to the point––something like:

Hey Maria, 

We’re thrilled you’ve partnered with us and we want to hear from you!

 At YOUR COMPANY NAME, we use customer feedback to make changes to the product and improve your overall experience. 

So here we are, looking for your feedback. The survey includes 2 questions and should take no more than 2 minutes. You can complete it here [INCLUDE LINK]. 

Thanks in advance



Step 3: Collect the Feedback

Within a few days, you should’ve received some responses from your users!

Now it’s time to export those responses and get to work. In Hotjar, click on the Survey tab and then export the responses by clicking on the dropdown icon next to your survey.

And you now have a spreadsheet with the responses.

As new responses come in, you can copy the information from Hotjar into your spreadsheet if you don’t want to export it each time.

I recapped a podcast episode with Adam Dorrell, the CEO of CustomerGauge, in which he highlights the 3 stages of NPS and how to analyze the response. For smaller teams, using his SWOT method to analyze NPS is the way to go. Here’s how he classifies feedback:

Step 4: Create a cadence

There are a few things Andrew Chen wants us to keep in mind as we start thinking about the frequency of surveying:

  1. If your customer base is small, you need to sample more users and you may have to wait longer to achieve a large enough sample if you’re trying to analyze trends. This is going to impact how often you send out an NPS survey.

  2. Product development impacts your score. The more you iterate on your product, the higher the likelihood of increasing your NPS score.

  3. NPS can be a lagging indicator so it takes time to see the changes, be patient.

Quarterly seems to be the frequency most companies administer the surveys, however, if your customer base is too small, you may need to survey 2x a year.

This is where our calendar comes in! Once you’ve determined your frequency, set up a reminder for yourself. When the next date to send out the survey comes up, rinse and repeat steps 1 – 4.

Final thoughts

This method isn’t fancy. As your company grows, you’ll probably make changes to your NPS process but in the meantime, you can start with this quick setup to get actionable insights fast.

Your 4-step checklist

  1. Set up the NPS survey

  2. Send the survey to the users

  3. Collect the feedback

  4. Create a cadence


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