[searchbar]

How to Create a 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 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… and in typical Knak fashion you’ll be able to do it all yourself, without the need of a developer or designer.

  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 on Knak. 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
    We just added a pretty awesome NPS email called ‘Dartmouth’ that you can bring from Knak into Marketo. Check this one off your list.
    desktop_1014x766
  5. Create your Landing Page Template
    Yep, we have this one covered too. This landing page template is called ‘LaFlamme’ and its available in our landing page library now. It also includes a fancy javascript library that allows people to change their score on their confirmation page.
    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.
  8. Bonus: Use advanced form settings to send people to custom thank you pages depending on their score. If they are a promoter, ask them to write a review on the thank you page. If they are a detractor, get them to schedule a follow-up meeting with you through a calendar tool like Calendly.

Good luck! It can sometimes be a little scary to ask your customers for their feedback, but the reality is it’s much better knowing about it… good or bad.

Pierce Ujjainwalla has years of experience as a CEO, entrepreneur, and marketing leader. He has lived in the marketing trenches at companies like IBM, SAP, NVIDIA, and Marketo, and he launched Knak in 2015 as a platform designed to help Marketers simplify email creation. Visit his personal blog, Unsubscribed!, for more of the insight he’s gained as founder and CEO of Knak.

Most Popular

Welcome Kassia Clifford and Brady Riordan

Knak is happy to welcome two new members to the team! Introducing Kassia Clifford, Security and Compliance Manager, and Brady Riordan, Developer.  Kassia is a Cybersecurity Interpreter with 15 years of experience leveraging technology to…

Meet Knak’s New Chief Creative Officer

The Knak team is excited to welcome Chris Davies as our new – and first ever – Chief Creative Officer.  Chris has been a marketer, creative director, and copywriter since 1997, roaming the halls of…

Welcome Sakinna Gairey

Introducing Sakinna Gairey, Knak’s brand new Sales Operations Manager.   With several years of sales and operations experience on her resume, Sakinna is known for her problem-solving, innovation-seeking, opportunity-finding way of thinking.  At Knak, she’ll be…