Best NPS Feedback Software to Use in 2021 [+ What to Do After Sending Your NPS Survey]

Best NPS Feedback Software to Use in 2021 [+ What to Do After Sending Your NPS Survey]

The Net Promoter Score (NPS) captures your user sentiment and informs you how likely your users are to recommend your tool to their friends. But what is the best NPS feedback software for this task?

Here is a list of the top five NPS software tools, with a set of questions to help you evaluate which one should go into your SaaS martech stack.

Use the table of contents below to jump straight to the tool comparisons if you don’t need to know what NPS is and how it’s calculated.


  • NPS scores are a standardized metric for measuring user satisfaction. Satisfaction is measured by asking the users how likely they would be to recommend your product/service to a friend on a 0-10 scale.
  • Your NPS score is calculated by this equation: % of promoters (9-10 score) MINUS % of detractors (0-6 score) = NPS score.
  • NPS surveys can be delivered in-app (web or mobile), or by e-mail or SMS.
  • User segmentation allows you to link NPS responses to specific segments of users and measure the average level of user satisfaction in a particular segment.
  • The best NPS survey feedback software for 2021 includes Userpilot, Hotjar, SatisMeter, Nicereply, GetFeedback.
  • Our top recommendation for NPS survey software for web-based SaaS: Userpilot.

Table of Contents

What is NPS?

A Net Promoter Score (NPS) shows how likely customers are to recommend your business to their friends. Therefore, an NPS score measures user loyalty and satisfaction with your product or business on a simple scale of 0-10.

What is an NPS survey?

Sample Userpilot NPS feedback survey


An NPS survey is how you gather the 0-10 score that goes into the data with which you calculate your NPS score.

These can appear inside your product or can be sent to your customers by e-mail.

What is NPS feedback software?

NPS software is a tool that lets you create NPS surveys, send them to your users, then collect and analyze their responses in the same dashboard. This saves you the pain of switching between different software tools to get this data.

Depending on your needs, you can implement an NPS survey in a few different ways:

  • using general-purpose survey tools (like Google Forms), and collecting the results in a spreadsheet (not recommended)
  • using dedicated user sentiment survey software focused on the creation and implementation of user feedback surveys, including NPS.
  • using NPS tools as an integrated feature within a larger product or service for tracking user sentiment and customer satisfaction.

How is NPS calculated with NPS feedback software?

Net Promoter Score calculation

Net Promoter Score formula

An NPS survey asks one simple question (sometimes followed by a second – we’ll get back to that in a moment):

“How likely are you to recommend [product] to a friend or colleague?”

Respondents give a score on a scale of 0-10, with 0 being “not likely” and 10 being “very likely”.

You sort results into three piles:

  • 0-6 is a “detractor” score, someone who did not like the product overall and might even share negative reviews with friends and colleagues.
  • 7-8 is a “passive” score, someone who got what they needed but may or may not tell their colleagues about it.
  • 9-10 is a “promoter” score, representing someone who is most likely to recommend your product, write a positive review, or encourage their friends and colleagues to use it through word-of-mouth advertising.

To calculate the NPS score, you subtract the percentage of “detractors” (score 0-6) from the percentage of “promoters” (score 9-10).

%Promoters – %Detractors = Net Promoter Score

If 50% of respondents LOVED your product (gave a score of 9-10) and 20% HATED it (gave a score of 0-6), then you put it like this:

50-20 = 30

30 is your NPS score.

Why NPS feedback software is important

NPS surveys can put a number on user sentiment, but you still need to know why they answered “3” on the survey.

  • Do users lose their appetite when they see your UI?
  • Do your app pages load as slowly as a snail moves?
  • Are user experience surveys interrupting the user experience so much that they are the source of your negative UX reviews?

Knowing exactly what in your tax return software caused your users to smile or what in your dating app caused them to get a dog instead helps you focus your efforts on the right things.

What to do after running an NPS survey – feedback and NPS feedback software

Getting your NPS score is just the beginning. The most important work is actually evaluating your users’ responses, categorizing them into segments by recurring themes, and following up on their feedback.

NPS responses categorized by themes - with tags in Userpilot

NPS responses categorized by themes – with tags in Userpilot

In order to understand the reasons behind their rating, you need to collect qualitative responses in a follow-up survey:

An example of an NPS qualitative survey from Userpilot

Make sure that your question is open-ended to allow the user to bring more authentic answers, such as:

  • What can we do to improve your experience?
  • How did our service help you accomplish your goals?
  • Please let us know the reasons behind this score to help us better understand how to serve you in the future.

Your NPS feedback software may even allow you to customize your question based on the score returned by the user. Take a look at some of these:

  • Promoters: We’re glad to have helped you! What about our product would you be most likely to recommend to friends and colleagues?
  • Passives: Thank you for your feedback. Would you like to tell us why you gave us this score?
  • Detractors: We’re sorry to hear that. Would you care to tell us why our product didn’t meet your expectations?

What really matters is not so much the NPS score you get, but how you respond to it.

There are some ways you can go about this:

1. Tag responses based on common themes

Some tools like Userpilot allow you to tag recurring themes in the responses given by users.

Your biggest focus should be on responding to users who tell you that they have a problem, and tagging these responses can help you narrow down the list of who to follow up with.

tag nps responses userpilot


For example, if you see a number of users complaining about a missing feature, but you already have this feature on your roadmap, here’s what you can do:

  • create a segment of these users in your app
  • create a personalized in-app modal with information about when the missing feature is going to be released (you can do this code-free in Userpilot!)
  • follow up in-app and via email when the feature gets released

And that’s it! Your unhappy users will feel like you really, really care and the whole experience may delight them… and even change their opinion.

2. Ask your Promoters to give you a review on G2/ Capterra

  • You can send them an email created from automated in-app experiences based on NPS scores in one dashboard to thank a user for giving a high NPS score, and you can ask if they would be willing to give you further feedback (happy customers are most likely to be willing to help).

Thank you e-mail asking for feedback


If the NPS score was collected inside the app being rated, you can follow up inside the app. You can create an in-app experience (e.g. a slideout) to ask for a review on G2.

NPS positive followup slideout


3. Jump on a call to learn more about your users’ reason for dissatisfaction

Imagine getting feedback that actually gives you new ideas! For example, if a few users mention that they are missing a specific functionality or have a problem your tool doesn’t solve right now.

Why would you miss such an opportunity?!

Send them a personal e-mail inviting them to a quick chat. Make them feel special and appreciated by telling them they are right. Ask for help. Yes, you can ask your users to help you – they will feel needed and will be more likely to give you this favor!

customer feedback follow up e-mail


4. Cross-reference users’ NPS scores with their behavior analytics

Promoters, detractors, neutrals…

Are there any differences between the segments of users with different NPS scores in terms of how they are using your product?

Have the users with the lowest NPS not adopted certain key features that would remove their frustration?

You will only learn more about your users if you cross-reference NPS scores with user behavior data (in your user analytics product, or in Userpilot).

Now that you know what to do with your NPS scores, let’s see how to collect them!

Best NPS feedback software tools in 2021

Before we go straight into the pros and cons of each tool, let’s look at some things to consider before making a decision.

Whether you need a survey inside your app, or if you just need to be able to send an e-mail or a survey by SMS to collect the data, each SaaS business requires different features.

What to look for when deciding on what NPS feedback software to use

Here’s a checklist of important factors to consider before deciding what NPS software to use. Each SaaS business has different needs, but you should be able to answer YES to each of the following questions:

  • Can you create NPS surveys where your users are (on the website or in the app)?
  • Can you create a follow-up question with your NPS score survey?
  • Can you collect unlimited responses without having to pay extra?
  • Can you create and launch your NPS survey without needing help from a developer?
  • Can you segment the audience before sending your NPS survey?
  • Can you automate the follow-up questions or emails based on the responses users submit?
  • Can you tag/flag responses by common themes?
  • Can you cross-reference the scores with user behavior analytics in-app?

One other thing to pay attention to: if you want to deliver NPS surveys within a SaaS product, are the tools you’re considering optimized for SaaS?

NPS feedback software #1 – Userpilot

First up is our own product, Userpilot. It is a product growth platform with tools focused on analyzing user behavior, delivering in-app engagement (e.g. user onboarding experiences), and measuring user sentiment – including NPS surveys.

NPS surveys are a key feature of the sentiment section on Userpilot:

Userpilot NPS survey dashboard


You can create in-app NPS surveys and personalize them with your preferred look and feel to match your brand identity (without coding or using CSS!):

ui design for nps surveys in userpilot


You can analyze user responses and the color visuals of the score distribution lets you see how things are going at a glance.

NPS score analysis, charts, visuals in Userpilot


You can even launch in-app experiences to respond to user feedback from the Userpilot dashboard.

Not only can you collect responses, but you can also segment the users based on the nature of their feedback and pair it with other user analytics. You can then target different in-app experiences to address different user segments either to collect more feedback or offer help.

From simple segmentation by NPS response alone to more advanced and intricate segmentation based on multiple data points, it is all possible within Userpilot.

Here is an example of an advanced segmentation you can create:

advanced user segmentation in userpilot


Let’s look at the pros and cons of Userpilot as your go-to NPS survey tool.


  • No limit to survey responses you can collect.
  • Can create customized, branded surveys that will take in quantitative and qualitative feedback.
  • Offers advanced user segmentation for analysis.
  • Lightens the load for your developers with no-code NPS survey creation – you can do it yourself.
  • Analytics dashboard for user responses that considers both the big picture and the small details.
  • Allows you to tag responses and target in-app experiences based on the tags (coming soon).
  • You can create in-app experiences in response to the NPS scores code-free in the same product!


  • Right now, it only runs surveys on your website or a responsive web app – it doesn’t work on mobile or third-party applications.

NPS feedback software #2 – Hotjar

Hotjar is a behavior analytics and user feedback service meant to complement more traditional services like Google Analytics.

Hotjar Surveys allows you to create and deploy NPS surveys in-app or on your website. Surveys can be placed in a side popover on your webpage, as a full-screen overlay in the middle of the page the user is visiting, or as an external link.

sample NPS survey in Hotjar


Hotjar Surveys allows for follow-up questions to be added, as well as space for users to invite your team to reach out for more feedback.

NPS survey feedback additional questions, user contact


Hotjar further allows results to be sent to your team members for deeper analysis with their “Forward Response” feature within the dashboard. You also get unlimited survey responses with Hotjar.

Although NPS surveys are a function of Hotjar Surveys, they are simply the extension of a powerful general survey and analytics tool without offering as much granular control over NPS-specific data as other platforms.

If user segmentation is not a concern for your company, Hotjar could be a viable option.


  • Does not require support from developers in deploying NPS surveys.
  • Offers customization of survey appearance.
  • Gives multiple options for where surveys can appear: a small widget on a webpage, full screen on a webpage, or an external link.
  • Allows for results to be e-mailed to team members for analysis, from the survey dashboard.
  • Enables collection of unlimited survey responses.
  • Gives you the ability to target surveys based on user attributes.


  • More of a general user feedback tool, not as close control over NPS analytics possible within this platform.
  • Can’t segment your audience based on user journey analytics.

NPS feedback software #3 – SatisMeter

Satismeter is a platform focused on tracking user sentiment, and it offers one of the simpler NPS tools available out there.

SatisMeter NPS feedback survey


It is focused solely on user sentiment, with multiple types of surveys available including NPS, CSAT, and CES.

Their surveys pop up unobtrusively within the interface of your web or mobile app, with customizable designs available.

Their surveys ask two questions: “How likely are you to recommend us to your friends and colleagues?” and “What could we improve?”. These are not customizable but are something you can immediately use and that provide feedback you can act upon.

Its main drawback is that its pricing is based on the number of responses received from users. Where other, pricier but more comprehensive services allow unlimited collection of survey responses, since this is a standalone survey product, it increases in price with more survey responses collected.

In more concrete terms, $49/month allows you to collect 300 responses, while $99/month allows you to collect 1,000 responses. It stops sending surveys until the next billing cycle when you reach your response limit.

This may be a workable choice if you need to implement a survey on a small scale, such as for an in-company app or a school web portal.


  • Operates on web and mobile apps and by e-mail.
  • Integrates with over 20 third-party applications.
  • Allows an unlimited number of users on your team to access, edit, and use the data collected.
  • Provides for user segmentation.
  • Simplifies the NPS survey design.


  • Customization of NPS surveys is minimal, not helpful for the collection of multiple data points.
  • Pricing is based on a number of survey responses allotted to you at your subscription level.
  • Stops sending surveys when your permitted number of responses is reached.

NPS feedback software #4 – Nicereply

If you need to assess how well a customer support agent served a client, Nicereply has the tools to help.

Nicereply sends your customers a survey by e-mail after the help desk ticket is resolved. For example, their customer satisfaction survey is:

Nicereply customer satisfaction survey


Their surveys are deployed at the end of e-mails to customers. You don’t have to reach out a second time to request feedback, and your customers don’t feel harassed by constant requests for more information.

NPS survey sent after closing helpdesk ticket


Because their service is focused on supporting customer service teams, their strengths and weaknesses line up accordingly.

Their in-dashboard analytics are simple and do not allow tagging or segmentation but they provide integration with many analytics platforms.

One thing to note is that they do not allow the collection of unlimited replies. Your plan is automatically upgraded to the next level for the next month if the replies you collect exceed the number allowed in your subscription.


  • Specializes in supporting customer service teams, their functions are optimized for that role.
  • Offers multiple integration options for use with other analytics platforms.
  • Supplements e-mail communication, adds quantitative data to an already qualitative exchange.
  • Measures the human proficiency behind a customer service exchange.
  • Collects feedback on user sentiment at the point of interaction, in the e-mail.


  • Specialized for e-mail surveys following customer service help desk ticket resolution, does not cover other user sentiment collection.
  • Limited in-platform analytics, does not allow user segmentation and response tagging.
  • Does not allow for unlimited responses, automatically upgrades your paid plan to the next level if you get more responses.

NPS feedback software #5 – GetFeedback

GetFeedback is a customer experience solution purpose-built for integration with Salesforce – although their integrations are not limited to that platform.

They offer a number of CX tracking tools, including NPS surveys, and a wide variety of resources for learning how to more effectively collect and act on user sentiment.

They support the implementation of NPS surveys across e-mail, SMS, and web and mobile apps. You can deliver surveys where users are, or follow up after.

GetFeedback strong analytics for NPS feedback surveys


Their pricing page drives you to contact their sales team rather than give you concrete numbers upfront, but that just means that they are focused on enterprise solutions.

Their integration with Salesforce makes them a powerful tool for large enterprises but a possible mismatch for small to medium-size businesses. They do offer integration with other CX platforms.

GetFeedback does not allow for unlimited collection of survey responses, and you have to pay to unlock responses you receive over your limit.


  • Presents an all-in-one CX tracking platform with powerful analytics tools.
  • Delivers surveys with comprehensive multi-channel options, including e-mail, web apps, mobile apps, and even SMS.
  • Allows user segmentation for more targeted outreach.
  • Unifies input, including NPS scores, from across all channels of user engagement to give a big picture understanding of customers.
  • Supports integration with many CX platforms, not just Salesforce.


  • Does not offer unlimited survey response collection, limited based on plan
  • Pricing not transparent for small to medium-size business users who may just need an off the shelf solution

Which NPS feedback software is best for SaaS?

SaaS is focused on the cloud, in your browser, online.

What if you need something focused on web apps, point of contact delivery of surveys, and not a service focused on e-mail, SMS, or mobile apps?


Userpilot lets you collect feedback with personalized and automated responses within your website and web apps. You can customize user experiences based on answers they give, including tooltips and other surveys.

With powerful segmentation based on NPS scores and other user behavior metrics, you can customize the in-product experience for all of your users.

You can:

  • create NPS surveys where your users are
  • create follow-up questions for your NPS survey
  • collect unlimited responses without having to pay extra
  • create and launch your NPS survey — no-code, no developers
  • segment the audience before sending your NPS survey
  • automate responses based on responses collected from users
  • tag responses from users for later analysis


If you need a platform supporting NPS survey implementation inside of a SaaS product, then Userpilot just may be for you.

Userpilot is a comprehensive product that helps you:

  • get NPS feedback from your users inside your website or web app
  • change on the fly in the middle of the night without having to wake up your developers
  • analyze the feedback with tagging and segmentation to help you address the most common concerns of your users
  • put in prompts and tooltips to guide later users as earlier users help you work out the kinks in your platform

Therefore you shorten the distance between onboarding new users and having veteran users who actively promote your product.

If Userpilot sounds like something that can help you collect NPS feedback, ask for a free demo today!

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