Pendo Help CenterGuidesNet Promoter Scores (NPS) in Pendo

Net Promoter Scores (NPS) in Pendo

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What is NPS?

Net Promoter System is a commonly used metric to gauge customer loyalty and overall user satisfaction. Unlike other qualitative measures, NPS is a specific, calculated metric that can be measured over time, or compared across products / vendors. NPS is calculated by asking just one question: How likely are you to recommend this [product or service] to a friend or co-worker?


Respondents are prompted to respond to the question using an eleven point (0 - 10) scale indicating their likeliness to recommend. The actual NPS score is calculated by subtracting the percentage of “detractors” - those that respond 0 through 6, from the percentage of “promoters” - those that respond 9 or 10. A score can range from -100 (everyone is a detractor) to 100 (everyone is a promoter).

The methodology for Net Promoter scoring is owned by Bain & Company, and their site provides much more detail around the methodology and scoring.

Closing the loop

The NPS methodology recommends an open-ended follow-up to the specific numerical score. Organizations are encouraged to connect directly with customers who have provided a score to better understand and address their specific feedback. In this way, NPS, rather than just a stand-alone measurement becomes directly actionable as a tool to improve the customer experience.

Deploying NPS

NPS surveys are included with the guide polls early access feature in Pendo. To create a new NPS survey, first go to “Guides” in the Pendo interface, then select “Manage Guides in-App” to launch your app in the Designer, and select “Add New Guide” to create the guide that will contain the NPS survey. As with any other type of poll, you can add an NPS measurement to any guide type, however, given the layout of the question, lightbox and banner types tend to work the best.


To add a poll to the guide, go to the “Polls” option, and check the “Add Poll to Guide” box. This will open up the menu allowing you to customize the poll options. To create an NPS survey, select “NPS Survey” as the poll type. You will then be prompted to customize the prompt questions and other messages around the survey.

In keeping with the “closed loop” methodology of the NPS System, a second, open-ended feedback question is included with the poll. This feedback form can either be shown simultaneously with the 0-10 NPS rating, or it can be shown after the user submits the rating. You can toggle this option, by clicking the “Expand” or “Collapse” option in the dialog.


Additional setting options are the same for other guides / polls in Pendo, and allow you to configure the look and feel, size, layout, display options, and user targets for the NPS survey.

Required Guide Content

In order for an Pendo NPS poll to function and collect data as expected, the content must include specific Pendo-recognized classes. Below is the default HTML for an NPS poll. If you are experiencing an error upon an attempt to save your guide, please compare your HTML and ensure that the classes in green are present and ordered appropriately.

<div class="_pendo-poll_">
  <div class="_pendo-poll-question_ _pendo-poll-npsrating_">
    <div class="_pendo-poll-question-prompt_">How likely are you to recommend us to a friend or co-worker?</div>
    <div class="_pendo-poll-npsrating-choices_" contenteditable="false">
      <input id="pendo-poll-choice-0" type="radio" value="0" name="pendo-poll-choice">
      <label for="pendo-poll-choice-0">0<span>Not at all likely</span></label>
      <input id="pendo-poll-choice-1" type="radio" value="1" name="pendo-poll-choice"><label for="pendo-poll-choice-1">1</label>
      <input id="pendo-poll-choice-2" type="radio" value="2" name="pendo-poll-choice"><label for="pendo-poll-choice-2">2</label>
      <input id="pendo-poll-choice-3" type="radio" value="3" name="pendo-poll-choice"><label for="pendo-poll-choice-3">3</label>
      <input id="pendo-poll-choice-4" type="radio" value="4" name="pendo-poll-choice"><label for="pendo-poll-choice-4">4</label>
      <input id="pendo-poll-choice-5" type="radio" value="5" name="pendo-poll-choice"><label for="pendo-poll-choice-5">5</label>
      <input id="pendo-poll-choice-6" type="radio" value="6" name="pendo-poll-choice"><label for="pendo-poll-choice-6">6</label>
      <input id="pendo-poll-choice-7" type="radio" value="7" name="pendo-poll-choice"><label for="pendo-poll-choice-7">7</label>
      <input id="pendo-poll-choice-8" type="radio" value="8" name="pendo-poll-choice"><label for="pendo-poll-choice-8">8</label>
      <input id="pendo-poll-choice-9" type="radio" value="9" name="pendo-poll-choice"><label for="pendo-poll-choice-9">9</label>
      <input id="pendo-poll-choice-10" type="radio" value="10" name="pendo-poll-choice">
      <label for="pendo-poll-choice-10">10<span>Extremely likely</span></label>
  <div class="_pendo-poll-question_ _pendo-poll-npsreason_">
    <div class="_pendo-poll-question-prompt_">Please tell us why you gave this rating:</div>
  <button type="button" class="_pendo-poll-submit_">Submit</button>

Sample Users

Like any other guide or poll in Pendo, NPS Surveys can be targeted to everyone (i.e. all users) or to specific segments. However, typically to get a representative score, you will want to sample a specific, random subset of your users. Often, companies will continuously survey a rolling percentage of users to ensure an accurate, long-term, measure of overall satisfaction.

Pendo allows you to do this type of user sampling by creating a segments based on the “Sample Group” attribute. Every time a new user in your application is captured by Pendo (based on unique user ID), he or she is randomly and evenly assigned a Sample Group number between 0 and 99. Users are automatically distributed evenly across these groups, so each group represents 1/100 of your total user base. By creating segment roles around a specific set of user groups, you can target a randomized subset of users.


So for example, if you wanted to launch an NPS survey to 25% of your user base, you could create a segment of sample groups 0 to 24. Note that sample group assignments don’t change. New user IDs are assigned to a group when they are first captured, and remain in that group moving forward. Therefore, it’s important to consider which groups you are using for different surveys or over time. Selecting sample groups 0 through 24 for every NPS survey you launch will result in the same subset of users (plus any new users that have some in) receiving the survey prompt


You can see the sample group assignment for any user by looking drilling into the “Visitor Details” report for that user

View NPS results

Summary NPS results are available within the Guide metrics report. To see the summary, results, go to the guide report (select “Guides” in the Pendo interface), and select the guide that contains your NPS survey to see the results. The report will show the current response rate, calculated NPS score, and distribution of responses.

npsReport1.png npsReport2.png

The NPS score is presented along with the margin of error to help account for variances in the user sample that you are measuring. You can read the margin of error data as 95% of the total population NPS score will fall between the calculated (sample) NPS score plus the margin of error, and the calculated NPS score minus the margin or error.

You can drill into the individual poll responses, by clicking the “View Poll Details” link in the summary report. Here you will see a list of every respondent, their supplied NPS rating, and any open-ended feedback they submitted along with their poll response.

"Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld"

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