A great advantage of the Net Promoter System, aside of its simplicity and insightfulness, is that it works with any business models such as B2C or B2B, and business types and industries.
Originally, the NPS surveys were sent at standard intervals, such as every quarter, once every six months and so on. This surveying model is known as Relationship NPS, which measures how your customers’ satisfaction changes over time. And this is a model that would fit any company that wants to implement a basic Customer Success strategy.
But there are companies that are constantly changing their products or services and they need to track customer sentiment at a much higher frequency. Moreover, since they are fast changing companies, each update within their product line is most likely to change customers attitude towards them, therefore they needed to send surveys for each customer touch-point, such as new order placed, each payment made, free trial endings etc. This model is called Transactional NPS, which basically means triggering a survey after each customer transaction and measuring how their satisfaction was influenced by it.
We have previously discussed what are the differences between Relationship and Transactional NPS, and today we’re going to explain how to set up a Transactional NPS campaign in Retently, through our native Zapier integration.
Zapier will track customer transactions
Zapier is a popular service that gives you the possibility to automate tasks between 1,300+ applications out there. Simply put, it is an intermediary automation service, that tracks certain events or customer touch-point in a web application and based on them, it can trigger a specific action in one or more other services.
Our customers at Retently have already been using Zapier integration to automatically import new customers from services we do not provide native integrations for, and to export customer NPS scores and feedback.
But our latest update of the integration gives you the possibility to automatically import to Retently a customer that performed a transaction in another service and send him an NPS survey immediately.
One of the main differences between Relationship and Transactional NPS is that the latter doesn’t put a limit on the number of surveys you can send. So if each time a customer performed a transaction, he will receive a survey, and it might happen a couple of times a day. That’s why we highly advise you to set your transactions carefully and make sure you’re not over-surveying and annoying your customers.
How to set up a Transactional NPS campaign with Retently
To get started go to your Zapier account and create a new Zap. In the Trigger section of your Zap, you will be asked to choose a service that will provide customer transactions data.
The next step is to choose a trigger. Each service will provide a different set of triggers, but the most common are:
- New customer/contact
- Updated customer information
- New order
- Unsubscribed customer
After you’ve set up your trigger, you will have to edit the Actions section of your Zap. Choose Retently as your action app and the action you need next is “Create customer and send survey”.
The next step will ask you to connect your Retently account, which is done via API keys you can generate in your setting menu.
After you’ve enabled your Zap, each time a customer will perform the chosen trigger, he will be added to Retently and surveyed right away.
Ideal for SaaS and eCommerce businesses
The Transactional NPS model is a perfect fit for subscription-based services and online stores because their customers are constantly engaging with their products and each interaction has a certain level of influence on their satisfaction.
- SaaS: Send a survey to customers that have just ended their Free Trial and collect valuable feedback that will help you improve your product for newcomers. Another great scenario is to survey customers that chose to upgrade their subscription and learn what they like most about your service. Or on the contrary – you can send surveys to customers that downgraded their subscription or canceled it altogether to find out what was disappointing for them.
- eCommerce: Send a survey each time a customer orders a new item, or after their order has been delivered to learn more about the quality of your services and especially how the order was handled by intermediary services or local divisions of your company. Send surveys to collect feedback after an order was canceled or funds were refunded. Another great idea is to survey a customer after his support ticket was closed and see if how satisfied is he with your customer support team.
Efficient transactional scenarios
Below we’ve listed some popular services and their triggers for an efficient Transactional NPS campaign.
Google Sheets: If all your customers are kept in a Google sheet rather than a cloud-based CRM service, then you can send surveys whenever they perform one of the following actions:
- New Spreadsheet Row: Triggered when a new row is added to the bottom of a spreadsheet.
- Updated Spreadsheet Row: Triggered when a new row is added or modified in a spreadsheet.
MailChimp: MailChimp is a great email marketing automation service and few of the basic triggers it offers will do a highly efficient Transactional NPS campaign. Here’s a list of most common triggers:
- New Subscriber: Triggers when a new subscriber is added to a list.
- New Unsubscriber: Triggers when any current subscriber unsubscribes from a list.
- Updated Subscriber: Triggers when a subscriber is added or updated in a list.
Salesforce: Salesforce offers quite a large range of triggers letting you create and run a highly customizable Transactional campaign. Try any of the following triggers:
- New Lead: Triggers when a new lead is created.
- New Custom Object: Triggers when a new custom object (of the type you choose) is created.
- New Contact: Triggers when a new contact is created.
- New Opportunity: Triggers when a new opportunity is created.
- New Case: Triggers when a new case is created.
- New Account: Triggers when a new account is created.
- New Task: Triggers when a new task is created.
- New Custom Object Type: Triggers when you add a new type of custom object to Salesforce. Typically you want to use the “New Custom Object” trigger, not this.
- New Note: Triggers when a new note is created.
- New Outbound Message: Triggered when a new Outbound Message is received.
- New Event: Triggers when a new event is created.
Shopify: Shopify also offers a wide variety of triggers for almost any cycle of a customer’s journey in an online store:
- New Customer: Triggers when a new customer is added to your Shopify account.
- New Paid Order: Triggers whenever a new purchase is “paid”. You can choose a different order status like pending or refunded (with line item support).
- New Cancelled Order: Triggers whenever an order is “canceled” (with line item support).
- New Product: Triggers when a new product is added to your Shopify store.
- New Abandoned Cart: Triggers whenever a cart is “abandoned” (only open carts) (with line item support).
- Updated Order: Triggers when an order is updated (with line item support).
- New Order: Triggers when a new purchase is made (only open orders) (with line item support).
- New Order (Any Status): Triggers when a new purchase is made (of any order status).
Intercom: Intercom is the core service in communication with customers and marketing automation for many businesses. The triggers it offers give you the possibility to run a professional Transactional NPS campaign:
- New User: Triggers when a new user is created.
- Lead Converted to User: Triggers when a lead converts to a user.
- New Unsubscription: Triggers when a user unsubscribes from Intercom emails.
- New Conversation: Triggers when a new conversation is created by a user in Intercom.
- Lead Added Email: Triggers when a Lead enters an email address.
- New Lead: Triggers when a new Lead is created.
- New Closed Conversation: Triggers when you close a conversation. (Note: The “Reply and close” button won’t trigger this. You must reply and then close the conversation separately).
- New Company: Triggers when a new Company is created.
- New Tag on a User: Triggers when a user is tagged.
Create your first Transactional NPS campaigns with Retently
You can start to set up and launch your first Transactional NPS campaign with Retently. Sign up today for a 7-days Free Trial and start collecting more insightful and relevant feedback.