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How Pardot Uses NPS to Measure User Experience?

Nowadays be it giants like Airbnb, Amazon or be it booming companies like Slack, Unbounce or even if we take small companies like Entelo and Homebase, from Fortune 500 leaders to small startups trying to grow into the big companies of tomorrow everyone is using NPS. As a matter of fact, the most successful companies are seen to be taking NPS data, using it for fueling and directing their marketing strategies, best practices for customer success and product development.

But what is this NPS? 

Let us understand in-depth about NPS as a concept and its practical applications and how is it being used by Pardot for measuring user experience?

Net Promoter Score (NPS) is a management tool that can be used to measure or map the loyalty of a firm’s customer relationships. NPS helps in identifying loyal clients as well as unhappy customers. Obviously, these unhappy customers can be further turned into satisfied promoters. That’s what the “P” in NPS stands for Promoter. Basically, It’s a customer satisfaction benchmark that measures how likely a company’s customers are to recommend/promote it to a friend.

NPS is believed to be correlated with growth in revenue. It serves as an alternative to traditional customer satisfaction research. Traditional customer surveys are rather lengthy, fail at efficiency, and are not result or action-oriented. Instead, traditional research inspires endless and pointless analysis. Thus, the usage of traditional surveys for getting real feedback simply doesn’t work. Irrespective of how loyal clients/consumers feel towards a company, they rarely want to go through the torture of answering 10 or even more boring, annoying, and rather irritating questions.

How Pardot Uses NPS to Measure User Experience?

The trend is pretty similar when we come to Salesforce. It’s no secret that customer success is very important to Salesforce. Therefore, it is important to have an insight into the customer responses – how successful they feel? Net Promoter Score (NPS)  is perhaps the most important aspect of customer success.

Pardot’s NPS process.

  • Measuring Experience 

User experience can be measured in a number of ways. Performance metrics and Self-reported metrics are the two common groups of metrics. Performance metrics include time-on-task or task efficiency. It looks at how well customers can use the product. Self-reported metrics, on the other hand, describe how users feel about a product or service. They are often collected through surveys or customer interviews.

At Salesforce, NPS is liked and preferred for its simplicity. NPS asks the most relevant question “How likely is it that you would recommend Pardot to a friend or colleague?” on a scale of 1 to 10. Additionally, there is an optional field for written feedback. With NPS, understanding the output becomes easier and the comments can provide more context and details. 

  • Parrot’s NPS Process

The NPS module was built in a single night by one of Pardot’s co-founder’s long way back. Some adjustments have been made along the way from small design tweaks to the frequency in requesting feedback. These days, there is a pop-up module in the application at a high level and the application uses log-in dates for the throttling frequency of each individual user, being prompted with the question.

In Salesforce, scores and comments are collected in a Sales Cloud account. Through the Salesforce API, the data is sent to a custom object. Pushing the data to Sales Cloud empowers with the power of the platform to calculate and share the information.

From there, by digging into the comments, one can look for trends. In case, the same challenge is being referenced by multiple customers, those quotes can be used while discussing changes for the roadmap, although it is not the only way to mine the feedback data.

  • Using Pardot for NPS

Not every business has an application or the means of promoting their customers with the NPS question on the website. However, organizations using Pardot have the tools for segmenting an audience and sending a survey via email – the basic tools for conducting NPS.

NPS is measured by different methods in a single company. Depending upon the nature of the business, a small audience (TG) that is segmented specifically receives the NPS question via a pop-up on the website. The second method is email. Another audience receives NPS by email, elaborating a general and broader approach.

Lawson Teo, a Salesforce Admin, uses Pardot to conduct an NPS score for Reform Clothing Co. This company has 2 audience segments being served NPS in distinct ways. A pop-up form works well for a targeted set of customers, but email is considered by them as a better method for a broader range of customers. 

For Lawson and Reform Clothing Co, NPS implementation was a cross-functional process that involved perspectives from different verticals and horizons of the business. They planned to use the data for making decisions for marketing, sales, and customer support. 

While Salesforce is used for audience segmentation, the email delivery and the survey part still needs to be taken care of. Enters Pardot. Pardot is used to deliver the email and Pardot’s integration with GetFeedback is used for the survey. With Pardot, customer sentiment can be captured that in turn helps in growing customer relationships.

In a nutshell, NPS or Net Promoter Score gauges customer loyalty by categorizing customers into 3 groups – promoters, passives, and detractors. On a scale of 1-10, customers are asked how likely they are to recommend/promote the services to people they know. Answers of 8+ are considered promoters, 7-8 are passives and 6 and below are detractors. In general, promoters contribute much more to the growth of a business than detractors. 

Primarily the best thing, for a company can do to gage satisfaction is to simply ask the customers. Undeniably, the net promoter score is the ultimate metric to determine the success of a business.


Deepali Kulshrestha

Salesforce Certified Developer | Delivery Management Head

Areas of expertise:- Project, Program and Delivery management. Implement Agile methodology with Dynamic planning process. Quality Audits and Client Coordination.”

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