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How to Create a Killer Net Promoter Score Program in Marketo

Customers are the lifeblood of every company, yet many businesses don’t know if their customers love them or hate them. We’re about to show you how you can, in less than an hour, create a best-in-class Net Promoter Score program in Marketo that will find your champions and detractors alike.

The Net Promoter Score (NPS) is an amazing way to determine customer loyalty. Bain & Company made this simple 1 question survey famous. You can read more about it here, but essentially it shows you your customers who are promoters (you want a lot of these) passives, and detractors (you want as few of these as possible).

Here’s how to create a Net Promoter Score program in Marketo…

  1. Setup your Program
    We created a new channel for NPS score, so that we can use program statuses to view the overall opinions of our customers. We defined program success to be 9’s and 10’s since those are what are considered to be ‘promoters’.
    Screen Shot 2015-11-19 at 1.21.02 PM
  2. Create new fields to capture NPS Score & NPS Comments
    VERY Important Note:
    Your NPS Score field, MUST be an integer field. Your NPS Comments field should be a text field. If you want these fields to appear in your CRM, you should make them there first and wait for them to sync over. We would also recommend you map them from the lead to the contact so that there is never any loss of data.
    Screen Shot 2015-11-19 at 1.25.45 PM
  3. Create your Form
    You want to add your NPS Comments field, and make sure it is a ‘Text Area’ field type. Remove the label and make the label width ’10’. Add the email address field, and make it hidden. Then you want to add your NPS Score field. Make that a hidden field and ensure that the Parameter name is ‘npsscore’. ****VERY important****Screen Shot 2015-11-19 at 11.22.50 PM
    Screen Shot 2015-11-19 at 1.27.37 PM
  4. Create your Email Template
    This is the template that we built. It's fully responsive across all email clients and devices, even the ones that don't support media queries!
    Screen Shot 2015-11-19 at 1.29.16 PM
  5. Create your Landing Page Template
    Here is our landing page template. It also includes a fancy javascript library that allows people to change their score on their confirmation page. Nice, clean and simple with the goal of getting feedback from customers. Here is a live example of it.
    Screen Shot 2015-11-19 at 1.30.06 PM
  6. Update your Email
    For each score in the email, 1-10, update the link to your landing page, with a URL parameter structured exactly like this: ?npsscore=
    Here is a screenshot of what it should look like:
    Screen Shot 2015-11-19 at 1.33.07 PM
  7. Send it out!
    Send out your NPS email and make sure that you follow-up on everyone’s feedback, good or bad! If it’s good, try and get them to promote your company on social networks if its bad, follow-up and show them some love.

Good luck! It can sometimes be a little scary to ask your customers for their feedback, but the reality is its there so you’re much better off knowing it, good or bad.

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23 Comments
Anonymous
Not applicable

This is great. We currently have an outside tool that we use to run netpromoter scores but having this data right in Marketo for additional follow up or for segmentation could be helpful.

Thanks for sharing this!

Pierce_Ujjainw3
Level 9

No problem Alyssa! Glad you found it useful.

We actually use promoter.io to run our NPS program before this (great and easy solution), but after making the email and landing page templates figured that Marketo could handle this. Only downside is that the analytics tab is not as fancy and feedback is not all in one consolidated space, but it saves some money and everything lives in Marketo - where I like it to be

Justin_Norris1
Level 10 - Champion Alumni

This is really nice work Pierce. I've used Delighted (Delighted – Customer feedback with Net Promoter Score ) in the past to achieve a similar result, but you've done a nice job just using Marketo.

The dynamism on the landing page is a really nice touch.

Anonymous
Not applicable

Great piece, Pierce!

Anonymous
Not applicable

Timing is perfect for this piece, thanks Pierce!

Pierce_Ujjainw3
Level 9

No worries! Happy to help.

Pierce_Ujjainw3
Level 9

I remember we talked about that a while back Justin. I really like Promoter.io's solution to this as well, I just felt like the core of these things could live in Marketo and didn't need to be in other systems. Dynamism on the LP definitely took a bit of time to figure out but I think its worth it, in case someone changes their mind once they get to the stage of entering their feedback (for good or bad... but hopefully good!).

Diane_Condon1
Level 1

Hey Pierce, we're about to set-up something similar in our Marketo instance, and we were leaning towards using a "score" field type for NPS to take advantage of the additional constraints that field type has. Any thoughts on why an integer field would be better? Thanks!

Pierce_Ujjainw3
Level 9

Hi Diane,

I don't think there's really a big difference with the score field vs an integer field other than you can use the 'Change Score' flow action in smart campaigns - so if that's something that you think you'd do, and you don't want to do it with the change data value flow step, then that might be a reason to use the score field instead?

Anonymous
Not applicable

Hey Pierce, had a question about your form - how do you capture who has filled it out? do you use hidden fields for name, email and company? is this parsed through a url parameter? Thanks!