How Pardot Uses NPS to Measure User Experience

It’s no secret that customer success is important to Salesforce. In fact, it’s one of our core values and built into our business model. We only succeed when our customers succeed. Therefore, it is important that we ask ourselves: are our customers feeling successful?

I work on a team that reviews customer feedback and product trends to answer that question. There are several signals that we use. One measurement of customer sentiment is the Net Promoter Score, commonly referred to as NPS. Recently, a Pardot user requested information about our NPS process. Seeing an opportunity to address customer feedback, I wanted to share Pardot’s NPS process.

Measuring Experience

There are a number of ways to measure user experience. Two common groups of metrics are performance metrics and self-reported metrics. Performance metrics look at how well customers can use the product. Performance metrics include time-on-task or task efficiency. These show how users are actually using a product or service.

Self-reported metrics are often collected through surveys or customer interviews. These metrics describe how users feel about a product or service. While widely adopted, NPS is not the only standardized survey. Gary Perlman’s After-Survey Questionnaire (or ASQ) asks three questions after a task. The System Usability Scale developed by John Brooke asks 10 questions that provides a score of 1 to 100. With so many different units of measurement available, I highly recommend the book “Measuring the User Experience” by Tom Tullis and Bill Albert for any organization deciding on ways to measure their own customer satisfaction.

Here at Salesforce, we like NPS for its simplicity. NPS asks the same question “How likely is it that you would recommend Pardot to a friend or colleague?” and provides a 1-10 scale. Additionally, there is an optional field where users can provide written feedback. It is easy to understand the output and the comments can provide more context and details. The consistent scoring mechanism makes it easy to present trending data, allowing us to share the year-over-year NPS trend with our executive team.

Pardot’s NPS Process

Legend has it, one of Pardot’s co-founders initially built the NPS module in a single night many years ago. There is no lack of talented engineers at Pardot, so we have made some adjustments along the way, from small design tweaks to the frequency in requesting feedback.

At a high level, there is a pop-up module in the application. The application uses log-in dates to throttle how often each individual user is prompted with the question.

Given that we are Salesforce, it should not be surprising that scores and comments are collected in a Sales Cloud account. The data is sent to a custom object through the Salesforce API. Pushing the data to Sales Cloud gives us the power of the platform for calculating and sharing the information. From there, a colleague and I dig into the comments to look for trends. If multiple customers reference the same challenge, we can use those quotes when discussing changes for the roadmap. We read every comment that came in this year, including the one asking for information on our NPS process!

Obviously, this isn’t the only way to mine your feedback data. A Salesforce customer recently showed me a dashboard they created that contained several customer metrics including NPS, CSAT and case data. The dashboard is used by several groups at that company including marketing, UX and customer support.

Using Pardot for NPS

Not all businesses have an application or the means to prompt their customers with the NPS question on their website. However, organizations using Pardot have the tools to segment an audience and send a survey via email – the tools needed to conduct NPS.

Lawson Teo is a Salesforce Administrator who uses Pardot to conduct an NPS score for Reform Clothing Co. Reform Clothing Co. has two audience segments that are served NPS in different ways. A pop-up form works for a targeted set of customers, but email is the better method for a broader range of customers.

For Lawson and Reform Co, implementing NPS was a cross-functional process involving perspectives from different parts of the business. They planned to use the data to make decisions for sales, marketing and customer support. Lawson wears both the Salesforce admin and Pardot Admin hats, so it was his job to put all the pieces together.

“We collect our NPS by different methods. With the nature of our business, we have a small audience that receives the NPS question via a pop-up on our website and another audience that receives NPS by email. We use Salesforce to segment the audience, Pardot to deliver the email and the Pardot integration with GetFeedback for the survey. With Pardot we can capture customer sentiment which, in turn, helps us grow customer relationships.”

By leveraging an NPS model to measure customer sentiment, companies are able to keep a pulse on how their users are feeling and put their product roadmap in the hands of the customers. Whether you choose to use NPS or one of the other methods of measurement, the best thing a company can do to gage satisfaction is simply ask.

For more information on how to leverage Pardot and GetFeedback, check out this blog post.

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