The Net Promoter Score (NPS) captures user sentiment and informs you how likely your users are to recommend your tool to their friends or colleagues. But what is the best NPS feedback software to use?
Here is a list of the top five NPS survey tools, with a set of questions to help you evaluate which one should go into your SaaS Martech stack.
- 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 or colleague 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 email or SMS.
- User segmentation allows you to link NPS responses to specific groups of users and measure their average level of satisfaction.
- The best NPS survey feedback software for 2023 includes Userpilot, Hotjar, SatisMeter, Nicereply, and GetFeedback.
- Our top recommendation for NPS survey software for web-based SaaS is Userpilot. Book a demo to see it in action.
What is NPS?
A Net Promoter Score (NPS) shows how likely customers are to recommend your business to their friends or colleagues. Therefore, an NPS score measures customer loyalty and satisfaction with your product or business on a simple scale of 0-10.
What are NPS surveys?
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 email.
What is NPS customer feedback software?
NPS software is a tool that lets you create and send NPS surveys, 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 survey 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?
An NPS survey asks one simple question (sometimes followed by a second one – 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?
Getting your NPS score is just the beginning. The most important work is actually evaluating your NPS data and users’ responses, categorizing them into segments by recurring themes, and following up on their feedback.
In order to understand the reasons behind their rating, you need to collect qualitative responses in a follow-up survey:
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.
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 (satisfied customers are most likely to be willing to help).
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.
3. Jump on a call to learn more about your users’ reason for dissatisfaction
Imagine getting customer 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 email 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!
4. Cross-reference users’ NPS scores with their behavior analytics
Promoters, detractors, passives…
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 customer 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 survey tools of 2023 to gauge customer satisfaction and loyalty
Before we go straight into the pros and cons of the best NPS survey platforms, let’s look at some things to consider before making a decision.
Whether you need a NPS survey inside your app, or if you just need to be able to send an email 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 net promoter score 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:
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).
You can analyze user responses and the color visuals of the score distribution lets you see how things are going at a glance.
You can even launch in-app experiences to respond to user feedback for closing the customer feedback loop 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:
Let’s look at the pros and cons of Userpilot as your go-to NPS survey tool to gauge customer loyalty.
- No limit to the survey responses you can collect.
- Can create customized, native 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.
- 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.
Want to watch how to measure user feedback with NPS and microsurveys?
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.
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.
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 emailed to team members for analysis, from the survey dashboard.
- Enables collection of unlimited NPS survey responses.
- Gives you the ability to target surveys based on user attributes.
- More of a general user feedback tool, a close control over NPS analytics is not possible within this platform.
- Can’t segment your audience based on user journey analytics.
Hotjar’s NPS functionality is available in all its plans. You get a free plan, Plus plan for $48 per month, Business plan for $64 per month, and Scale with custom pricing.
NPS feedback software #3 – SatisMeter
Satismeter is a platform focused on tracking user sentiment, and it offers one of the simpler NPS feedback software tools available out there.
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. While other pricier but more comprehensive tools allow the unlimited collection of survey responses, SatisMeter increases its price with more survey responses collected.
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 email.
- 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, and 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.
SatisMeter is a free NPS software that lets you collect 25 responses per month. The Growth plan allows you to collect 1,000 responses for $199/month whereas the Enterprise plan has custom pricing.
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 email after the help desk ticket is resolved. For example, their customer satisfaction survey is:
Their surveys are deployed at the end of emails 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.
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 and their functions are optimized for that role.
- Offers multiple integration options for use with other analytics platforms.
- Supplements email communication, and 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 email.
- Specialized for email surveys following customer service help desk ticket resolution, does not cover other user sentiment collection.
- Limited in-platform analytics, which 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.
Nicereply offers four pricing plans, the details of which are below:
- Starter – $59 per month for 100 responses.
- Essential – $119 per month for 250 responses.
- Growth – $239 per month for 1,000 responses.
- Business – $359 per month for 2,500 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 email, SMS, and web and mobile apps. You can deliver surveys where users are, or follow up after.
Their integration with Salesforce makes them a powerful tool for large enterprises but a possible mismatch for small to medium-sized businesses. They do offer integration with other CX platforms.
GetFeedback does not allow for an 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 email, 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 plans.
- Pricing is not transparent for small to medium-sized business users who may just need an off-the-shelf solution
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.
Which NPS feedback software is best for SaaS?
SaaS is focused on the cloud, in your browser, and online.
What if you need something focused on web apps, point of contact delivery of surveys, and not a service focused on email, SMS, or mobile apps? If that’s the case, then Userpilot is what you need.
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.
- Create NPS surveys through predesigned templates
- Create follow-up questions for your NPS survey
- Collect unlimited responses without having to pay extra
- Create and launch your NPS survey — no coding and developers needed
- Segment the audience before sending your NPS survey
- Automate responses based on feedback collected from users
- Tag responses from users for analysis later
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
If Userpilot sounds like something that can help you collect NPS feedback, book a free demo today!