Use Pardot as an NPS Survey tool
Marketers use NPS (Net Promoter Score) surveys to collect data about the customer experience of their brand. Pardot seems to be the perfect tool for this!
There are several ways to send and process NPS survey campaigns and many tools can be used. However, if you are already using a marketing automation tool such as Pardot, you might want to know why and how to use it for this purpose.
NPS: an insightful metric
Let’s get back to basics for a second: a Net Promoter Score is a calculation based on the rating that is given by customers based on their general feeling/experience about a certain brand.
The NPS survey usually comes in the shape of a simple, straight-forward question like “How likely is it that you would recommend [BrandName]/[ProductName]/… to your friends or relatives?” Customers are then prompted to give an answer to the question by providing a rating on a scale from 1 to 10. This rate attribution allows for additional segmentation by connecting the NPS response of one customer to this exact customer in your database.
Depending on the rating, we usually observe three types of profiles within an NPS survey: “promoter” (9-10), “passive” (7-8) and “detractors” (1-6). You can then act upon this type of feedback and evaluate, on an individual basis, if the customer needs to be included in a certain type of journey and targeted with certain types of communications.
Pardot allows you to perform NPS surveys using both emails and/or landing pages. The logic described below enables you to build an NPS survey on a Pardot landing page. A typical use case of this would be collecting insights about a certain product/service. If a product/service page or a special promotion for a particular product/service is launched and supported by a Pardot landing page, take advantage of the situation by setting up dynamic content on this Landing Page. This content could render the NPS survey, but (for example) only for existing clients.
While there are multiple use cases, for this particular one we’ll use an email to send out our NPS Survey and collect data about the overall brand experience. This data will then be used to segment our respondents and include them in adapted journeys.
How to actually build an NPS survey in Pardot?
Where to start? If you already are a Pardot admin, you may only need a couple of indications:
We need an email template with content (HTML ready). Keep it simple: include a first line of salutation, a quick introduction followed by a question like the one mentioned above. Underneath, create images indicating “1”, “2”, “3”, … until 10. The objective is to insert a custom redirect behind each image to capture every response accordingly.
As mentioned above, you’ll need 10 custom redirects which are linked to a single number in the email. Every time the image is clicked, the system updates the prospect record in Pardot. Now all that’s left is to indicate which field the system should update.
We’re almost there. Create a new field on the Prospect object. Make sure to name the field accurately (“NPS_Value__c” would do perfectly), make it a picklist with values from 1 to 10. Each custom redirect (remember our images) has a completion action which updates the “NPS_Value__c” field to the value the custom redirect is related to in the Email.
Last but not least you’ll want to create 3 dynamic lists. The first one should include “promoters“, matching every record who has an “NPS_Value__c” greater than or equal to 9. The second one should include “passives“, indicating all records with an “NPS_Value__c” between 7 and 8. The last list should include “detractors” and match scores between 1 and 6.
If you’re not a Pardot admin or if you feel I’ve gone a bit too fast, please have a look at Joanna’s article for a complete rundown of setting up this functionality.
Why should you go for Pardot over your favorite survey tool?
Now that you understand the magic behind the scenes, let’s talk about why you should you use Pardot over your favorite survey tool.
The answer is quite straightforward: using Pardot for NPS surveys will guarantee data centralization on the Salesforce platform without using any API calls or manual imports. The data request is sent directly from Pardot to the Prospect’s email address and the data submission, done from within the email itself, is sent back to Pardot. In other words, you limit the data flow between independent tools, using only one tool connected to (and built on) your CRM tool. This allows your sales and support teams to see this information and take action if necessary.
Another advantage of using Pardot is automatic post-NPS communication. With classic survey tools, you would have to export the survey results, making sure you have a unique identifier among the fields you export. Then you would need to import this data back in Pardot in order to use it for segmentation purposes. This would require creating a field to store a unique identifier, as described above. When using Pardot for the entire survey process, you integrate this segmentation into the process as well as injecting your prospects into a series of targeted communications. No manual work required!
If you would like to learn more on this topic or if you need further assistance in setting up your automation processes, feel free to get in touch with Waeg team.