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Marketing

Optimizing NPS and Customer Surveys Through Automation

Keeping customers happy is every entrepreneur's and marketing team's dream. Customer Success is one of the pillars of Livestorm. Yet paradoxically, we automated a lot of the process! Here, we explain how we gather customer feedback and marketing goodwill through NPS.
May 7, 2019 • About 4 min. read

At Livestorm, we are big believers in automating marketing tasks. That doesn’t mean we leave everything up to robots and “if statements”. On the contrary, it means we automate the mundane tasks to free up time from team members so they can focus on creating value for customers.

I know, this sounds like a typical pitch from a marketer for marketers. But there's a reason for it: it works. Or rather: it can work, if done properly.

That’s why I want to share a snapshot of Livestorm's marketing stack. There are different areas of it that would deserve an article (success, customer onboarding, inbound qualification, sales, dunning…), but I want to start with focusing on our NPS playbook.

As you'll see, the automated parts work as a filter. Their purpose is starting the conversations with the right Livestorm employee at the right time, while recording the right data for product development.

In this article, I'll particularly focus on how we maximize our use of NPS surveys for customer success and product roadmap decisions.

Finding the right tools

I can’t stress enough how important it is to pick the right software. We have a set of requirements to facilitate decision making, which goes like this:

  1. Does it integrate with Segment? (or is there an easy work around)
  2. Does it do what we want now? If we x2 the usage? x10? How do the costs scale?
  3. Is it easy to set up? Maintain?
  4. Is it team-friendly? (are current teammates happy with it + will it be easy to onboard a whole team on it)

These are general guidelines more than anything. For example we went with Pipedrive for a sales CRM which doesn’t have a Segment integration... It’s a pain to set up each of Livestorm's event connection with Zapier, but we haven’t found a better alternative for our current size yet.

The Livestorm NPS Stack

What good an article on marketing tech would be without an old fashioned list of the SaaS tools we use for it? Here goes:

Customer.io (alternatives: Autopilot, Sendinblue)

If you follow Livestorm’s content, you know we’re huge fans of customer.io. It hits the sweet spot that all good SaaS strive for: powerful yet easy to use. It’s not bloated with features, it just delivers on its promises and gets the job done.

How it helps us with customer success:

  1. Automated emails triggered by NPS survey completions
  2. Team notifications (for CS, we’ll focus on Slack notifications. But they’re super flexible. For example using them to send webhooks and create activities on Pipedrive is also kosher)
  3. Alerts on customers' health (we have "good health" and "bad health" segments depending on usage. Entering these segments automatically creates an email in draft that the team can send to check up on a customer)
  4. Classic email needs: Onboarding emails, nurturing and reactivating, newsletters...

#1 is what we'll mostly discuss today, but the process also uses notifications at length.

Satismeter (alternatives: Refiner, Feedier)

We’ve talked at length about how we love Satismeter to collect NPS. It just works. We send ratings as Slack notifications, and when a comment is included, we open an Intercom message for our customer success team to follow up and add insights.

We've also had good results with Refiner, a NPS widget. It collects user insights on the fly with popup surveys.

We can also vouch for Feedier, their product is flexible which gives 2 advantages. 1) it can be used way beyond NPS surveys, and 2) it can fit into any marketing stack.

Intercom (alternatives: Drift, Crisp)

The evolution of the chat app offering for startups and mid-market companies is mind boggling: it both seems that Intercom has asserted total dominance, and that a new competitor appears every week. It’s impossible to have missed Drift as a marketer during the past years. And I’d be remiss if we didn’t mention Crisp, the new cool kids from France.

We automate sending customer-related data to Intercom to make our customer success reps’ life easier. For example keeping track of NPS scores and comments. We also automaticaly open conversations starters when customers add a comment on their NPS rating.

productboard

What good would our customer success be if we didn’t actually take feedback into account?

A few years ago, there was really no solution available other than sharing a Google Spreadsheet and updating it with every new piece of feedback. Or tagging conversation on Intercom. Or both... But productboard is a huge step forward in automating what to do with feedback.

For us, conversations are imported to productboard which makes tagging them and associating them with the relevant feature request or bug report a breeze. The Chrome extension also allows to highlight any discussion, import it to productboard, and tag it, in only a few clicks.

Capterra, G2 Crowd

Software review websites are a great way to increase your visibility, especially when you’re getting started with a software that can routinely gather 8+/10 reviews ratings. We send our most engaged customers to Capterra and G2 Crowd, letting them know that they can share their reviews publicly against a month’s discount.

The process, explained

Who doesn’t love a good chart? This shows everything we automated that relates to NPS and what we do with it.

This means we have a 5-step process:

  1. We wait for the new customers to have time to use Livestorm before sending them their first NPS (15 days as a paid customer), and we repeat that every month afterwards to track evolution
  2. All NPS replies are sent to Slack and Intercom (and populated as a user trait on Segment)
  3. If the replies comes with a comment, we’ll open an Intercom conversation so out customer success reps can easily follow up. We’ll also add a feedback on productboard that can be tagged and associated with a feature request.
  4. If the customer has done at least one webinar and gave us a 9 or 10 score, we ask them for a public review on G2 Crowd or Capterra (or both!)
  5. After they’ve done at least 3 webinars, we hand pick customers that would be the most relevant for our prospects and contact them to build a customer story and add their logo on our website.

And that’s it!

Conclusion

As you can see, we don’t only consider NPS as a mean to rate our product and customer success efforts. Rather, NPS is a relatively painless step for our customers to give us honest feedback. It’s also a good entry point to segment our promoters and actually enable them to promote Livestorm.

As PETA would say: that’s how we feed 3 birds with one scone at Livestorm ;)

We hope you’ll find inspiration in our NPS process. Do you have examples where you improvised a way to do more with an existing setup? Did you implement things differently for your NPS process? We’d be happy to discuss it with you!

Thibaut Davoult
Growth Engineer @ Livestorm