David Apple (Typeform’s Dir. Customer Success) gave a great presentation recently on how they do Net Promotor Score (NPS) at Typeform. One thing that caught my eye was how they’re piping the NPS scores as tags into ChartMogul and then using the Segmentation features to slice up and compare their Net MRR Churn Rate by NPS score.
As expected the promotors had a better net revenue churn rate than the detractors, but the most interesting thing was that the customers who didn’t respond to the survey at all had a much worse churn rate than even the customers who gave a negative score (between zero and six).
“Someone who gives us a low score on the NPS is still less likely to churn than someone who didn’t respond at all”
– David Apple
Go directly to 11:18 to see the bit on ChartMogul (but I recommend watching the whole video which is full of great knowledge):
A quick reminder on NPS
We covered some details on Net Promoter Score (NPS) in our Customer Success Cheat Sheet. Download a free copy if you want a great overview of the topic.
NPS has been proven as a leading indicator of growth, and is used widely as a benchmark against which businesses compare them- selves. An NPS survey asks all customers a single question:
How likely are you to recommend [your product] to someone else?
The customer can respond with a numeric score between zero and ten:
