Category Archives: Product

Analyze NPS with Machine Learning

Let’s play a game. Later in this post, I’m going to name three different machine learning service providers. Based on the one you pick, like a fortune teller, I’m going to tell you a little bit about yourself. Sound fun? Good. But first…

Machine Learning: the two most over-hyped words in today’s lexicon.

Seems like all machine learning is good for is asking Siri to play a song or self-driving cars that are far too expensive for me to afford. They have a saying here in Texas: all hat, no cattle.

But what if? What if machine learning could do useful things for me? Hard things? Things that actually saved me and my team time? Hours or even days of busy work? That adds up quickly.

What could machine learning do, though? That’s the big question. What is something that takes a lot of time, is very manual, and machines would be good at doing instead?

Analyzing Verbatim Feedback From NPS Surveys

Going through and tagging NPS results with trends/themes can be a manual and time consuming process. It’s also one of the most important differences between the companies getting the most out of NPS and the ones who just want the score to report to their boss.

Regular readers of this blog know that NPS can be used for so much more than just a score. NPS can be used for sales, used to get reviews, and even used to growth hack your business.

But I get it, who has time to slog through thousands of responses, tag them individually, and then review the graphs to get the insight needed to kick your NPS to the next level?

You do…

Introducing Promoter.io Machine Learning Powered Keywords

Important note: Keywords Analysis is NOT a replacement for tagging (how we power Trends Analysis), nor will it ever be. It’s a complementary form of analytics and does not auto-tag for you.

But if you don’t have the time to initially invest in manual analysis or just need a quick sanity check of top drivers of your customer sentiment, you can now access a one-click machine learning feature for NPS. I’m serious, one click, it’s that easy. Signup now and find out.

How We Did It (a.k.a. Time For The Game)

Finally, it’s time for the game! In order to build this killer feature, we had to evaluate a range of solutions. In the end, there were three clear leaders in the space:

  • IBM’s Watson (the one that won Jeopardy)
  • Amazon Comprehend
  • MonkeyLearn

They were all very good and comprehensive, but for our needs, one of these services stood out from the rest. The one you guess it is will tell me a lot about you.

If You Guessed IBM Watson …

… Then you’re the type of person who closely follows the tech news, but you’re probably once (or twice) removed from the everyday engineering… more of an executive type. CxO. Vice President.

You know that IBM Watson has its hands in everything from medical supplies to your taxes (thanks to H&R Block), but you haven’t looked under the hood to explore the APIs and evaluate the services for yourself.

If You Guessed Amazon Comprehend …

… Then you’re a builder. Someone who knows that Amazon Web Services are generally pretty terrific out of the box and have a lot of functionality that is a couple of years ahead of most other providers out there.

IBM Watson has made far more headlines, but for all the hype, the services are not really all there yet. It’s kind of a hodgepodge of APIs that don’t really work together well. IBM could well turn it around and take the lead, but right now they are flailing a little bit and letting competitors make up the lead.

If You Guessed MonkeyLearn …

… Then you should seriously come work for us, you’re clearly a genius. =) But really, most of you are probably like Monkey-What? Isn’t that a mailing list solution? (No. That’s MailChimp. Totally different.)

MonkeyLearn hits that sweet spot of being easy to use AND being extremely powerful.

Easy to use is a hard thing to pull off in machine learning land, trust us. And it’s also important because we want Promoter.io to be dead simple for you to use, and if our own tools are too complicated, they might end up confusing you.

The Power of Machine Learning In One Click

Too much of machine learning is either:

  • Too Dumb
  • Too Hard

We wanted to create the Goldilocks of machine learning. Something that:

  1. Solves a real problem
  2. Saves a LOT of time
  3. Takes one click

Did we succeed? There’s only one way to tell: Try It Today

This feature is in beta, and since Keywords Analysis is most useful for larger data sets, we’re only releasing this on our Grow plan and up (for now). So it’s not available to everyone, yet. But based on your feedback, we may evaluate expanding this to other account levels.

What do you think?

We are all using it here internally at Promoter.io for our own NPS surveys and it has surfaced some very actionable data from our feedback that wasn’t as obvious before. We hope it will do the same for you.

Chad Keck

As a product lead and executive for numerous successful ventures (Rackspace, HP Cloud, AppFog), Chad founded Promoter.io to help bring the actionable insights provided by Net Promoter to all businesses. He is a native Texan with a passion for helping other entrepreneurs.

Website

saas tools

The 45 Tools We Use to Run Promoter.io

According to the data gathered by Siftery, a tool that tracks and suggests software used by businesses, top companies today use an average of 37 different tools or software platforms to run their day-to-day operations.

Whoa!

That is an amazing fact to consider, especially when compared to how few tools businesses used just a handful of years ago.

According to @Siftery, top companies use 37 different tools to run their day-to-day operations. Click To Tweet

The reality is, it takes a lot of products and services to run a growing startup, let alone a large organization (which use an average of nearly 90 different tools according to Siftery).

Honestly, it’s kind of hard to imagine what it was like to run a business before the convenience of SaaS products, or even before just software for that matter.

With the need for so many services, it’s often times that many of these products are fighting against each other for the same budgets.

In order to stay within the stack, you need to provide unquestionable value at a bare minimum.

But even then, you’re still up against all of the other tools in the arsenal when budgets don’t grow as fast as the teams around them (or worse, get cut) because value isn’t the only deciding factor.

Customers need to see the value in your product AND maintain a high sentiment towards your brand to justify a coveted and protected position within their toolset.

This doesn’t just begin and end with the decision maker either. This permeates down to everyone who uses your product, including the general users (who have more influence than you think).

If you can deliver on your value proposition, as well as ensure your customers continue to have a high sentiment and loyalty towards your brand (by … ahem, measuring and acting on your NPS data), you will assuredly surpass your indirect competition and avoid unnecessary churn.  

As a software company ourselves, we make every operational, product, marketing, and sales decision around this belief. And, we support our growth with tools that do the same.

With that in mind, here are 45 tools that we use (and proudly advocate) to run and grow Promoter.io:

Accounting & Finance

Baremetrics

Baremetrics makes sense of all our Stripe and manual invoice data into easily consumable metrics for our SaaS business (MRR, ARR, LTV, Churn, etc). We also use their “Recover” feature for dunning management so it’s a breeze for customers to keep their payment methods up-to-date. Don’t run a business without this kind of dashboard.

Expensify

Expensify removes almost all the most painful parts of submitting expense requests. Gone are the days of expense report hell. Yeehaw!

Flightpath Finance

While Baremetrics (more on this tool below) gives us the proper metrics from Stripe, Flightpath makes sense of it all into a long-term model that we can use to inform strategic decisions from hiring to product investment.

Freshbooks

I hate QuickBooks invoices so we use Freshbooks for this exclusively. Sure you can make simple invoices in a number of ways but tracking them can become a pain, and Freshbooks makes them beautiful in the process. Your larger enterprise (or international) customers will appreciate it.

Quickbooks

While I’m not a fan of their invoices, you have to keep the books somewhere. QuickBooks works well enough and is deeply integrated with many other tools, so we’ve stuck with them.

Stripe

Our go-to payment processor. It’s simple to use and is very secure … almost to a fault. Which is good in their case.

Customer Support

Grasshopper

You have to have that 800 number, right? While we don’t receive a ton of calls, we love having our phone number out there to engage with customers and prospects who prefer this method of contact. Business tends to happen a lot faster through the phone as well, which is never a bad thing. Grasshopper makes it a breeze to handle these calls and route them appropriately, or take a message when necessary.

Groove

While there is some overlap with tools like Intercom, we have found that it doesn’t fully replace a true purpose built customer support solution, which is where Groove really shines. When we need to handle cases that aren’t quickly resolved, we move them to Groove.

Inspectlet

This tool can selectively record the sessions of our users and has come in handy on many an occasion for resolving user support issues and for improving user experience.  

Intercom

Our primary tool for daily customer support and interaction, used to help customers while they’re in the app, address immediate concerns and push out effective notifications. We also push our NPS data into Intercom (here’s how you can do the same), which arms us with our customer’s sentiment ahead of our interactions.   

LiveChat

A much more fluid “live chat” service compared to others who have recently built solutions in this space. We use this for certain customers and touch points where true real-time interaction makes all the difference.

Promoter.io

I think this goes without saying. But yes, our own product is an absolutely essential tool to the success of our business that we use on a daily basis. :)

Development

AWS

Infrastructure

(The incredibly detailed description above was provided by my Co-Founder & CTO, if you hadn’t already guessed.)

Bugsnag

We use Bugsnag for our application exception logging, error tracking and performance metrics.

Encrypt.me (formerly Cloak)

Security is paramount in all we do, down to our individual connections. Encrypt.me (formerly Cloak) has been a great provider with very reliable speeds.

Dome9

Active protection, access and policy management for all of our infrastructure.

Email on Acid

When you send millions of emails per month to countless email clients, this is a must. Test and render your emails across the most popular clients, apps, and devices.

GitHub

We use Github for our source code management and to perform code reviews.

Loggly

App logging.

(This guy, I tell you.)

Namecheap

A great domain management platform with “cheap” rates, for when you need to register every possible variation of your brand or product name :)

Rackspace

Rackspace is a highly reliable managed hosting/cloud provider who we use to host failover services outside of AWS along with some other non-performance impacting pieces of infrastructure. Best not to keep all of your eggs in one basket, dare I say.

SendGrid

Email relay

(Yep, CTO again. They’re a really good email relay.)

Operations

Adobe Creative Cloud

Let’s be honest. When you get that creative spark, MS paint (R.I.P.) is just not going to cut it. That’s why we rely on the best-of-breed suite of tools that Adobe has to offer, most notably Illustrator and Photoshop.

Carta (formerly eShares)

Excellent cap table and digital certificate management, plus a reliable 409A valuation service. We love it and our investors/advisors do too.

Flow

Simple yet extremely powerful task and project management. Great team support as well.

Google Apps

For when you don’t need the full power of Microsoft Office, or easier collaboration :)

Gusto

Gusto is hands down one of our favorite services. They make payroll, benefits, taxes and reporting an absolute breeze and the team is always super helpful. If you are still doing payroll in house or through a larger firm, give them a look. You won’t regret it.

HelloFax

They’ve made faxing fun again, sort of. :)

Microsoft Office 365

The world grinds to a halt sometimes without true Microsoft Excel. Google Sheets works okay for a lot of use cases, but when it doesn’t, it’s painful.

Segment

Analytics wrapper

Slack

As a semi-remote team, Slack helps provide powerful team communication/collaboration that keeps everyone on the same page and productive all day long (as long as you don’t have any gif/giphy integrations that is).

productivity

Visible

Visible makes updating our investors far easier (and more beautiful). Easily capture key performance data and share your story with your stakeholders all in one platform.

Zapier

Simply put, Zapier is the most powerful platform for connecting our different systems and data together. This single tool powers the the bulk of our back-end workflows and business logic.

Sales & Marketing

Adroll

Retargeting is one of the easiest and most cost-effective ways to capture new revenue. And, Adroll is the best tool for doing it (and also our favorite). It’s easy to use, works across multiple channels and has robust options as you advance your campaigns. It’s a staple in our marketing arsenal.

Buffer

Maintaining an active social presence can be an absolute grind, but well worth the effort. Any tool that makes this job easier, we’ll happily pay for. That’s especially true for Buffer. Not only does it free up our time by scheduling our sharing just once per week, but it gives us better results when doing so.

Calendly

Every year, the average business person spends the equivalent of 2 days going back and forth attempting to find a day and time that works for meetings. Actually, I just made that up, but it’s probably not far off. Calendly solves that pain. It’s a shareable calendar that allows our customers and prospects to pick the time that works best for them (without the hassle).

In fact, while I have you, if you want a demo of Promoter, book a time here. :)

Clearbit

Clearbit provides “integrated intelligence for every stage of your sales & marketing workflow”, and let me tell you, it’s quite magical. The data we’re able to surface helps us understand our customers and prospects better so we can deliver a superior level of service along with driving up conversion rates.

ConvertKit

In spite of what anyone tries to tell you, email is still, hands-down, the most effective way to communicate with your customers in mass (also the best method for NPS, but this isn’t the time or place for that discussion). ConvertKit has got us covered in this department. From weekly newsletters to intelligent on-boarding sequences, this tool has quickly become a must-have.

GoSquared

Actionable analytics from our marketing site and our app which helps us increase conversion from prospects or even for certain features/usage within our app.

Join.me

Join.me lets our team reliably hold meetings with audio conference lines globally and reliable screen sharing. On a weekly basis, we have dozens of meetings from any given country. There are a lot of fancy features in web conferencing applications, but Join.me has a simple scheduling link to Gmail so our team doesn’t run into any conflicts. Oh, and they’ve got one of the best product jingles ever

Pipedrive

A great sales focused CRM which helps us keep our sales and onboarding pipelines organized. The direct sync with Gmail also makes it easy for the team to see all the conversations with prospects in one place.

Sumo

When content is a such a huge part of your marketing strategy (which it is for us), it’s critical that you have the right tool to properly promote it. That tool is Sumo. It’s like the swiss army knife of content promotion — lead-gen, sharing, tracking, etc. It’s a must have x10.

Unbounce

With paid acquisition, it’s important to remember that your primary landing page copy won’t necessarily work to convert every audience equally. That’s where Unbounce comes in for us. Creating unique landing pages that match both the audience and the messaging we’re using within our ads has been essential to increasing our conversations and reducing our cost per acquisition (CPA).

WebinarNinja

Webinars can be a highly effective tool for educating both prospects and current customers when done right, but the tools in this arena have left a lot to be desired in recent years. Trust us, we’ve tried many. WebinarNinja is a fine-tuned and streamlined service built to do this one thing really well, and it’s reinvigorated our efforts around providing great content through this channel.

Wistia

Powerful video hosting platform with valuable analytics that helps us improve our video content.

Do you know of any good tools or services that we should absolutely check out? Let us know in the comments below!

Chad Keck

As a product lead and executive for numerous successful ventures (Rackspace, HP Cloud, AppFog), Chad founded Promoter.io to help bring the actionable insights provided by Net Promoter to all businesses. He is a native Texan with a passion for helping other entrepreneurs.

Website

The Big Mistake Companies Make Repeatedly With Their Customers

Imagine you’re sitting down at a restaurant, just finishing up a fantastic meal, which was surprisingly topped by the fast and attentive service given by your waiter, when the Manager walks up and greets you at your table. You exchange some pleasantries and she politely asks about your experience.

Excited to share, you begin to rave about the quality of the food and the exceptional level of service you’ve received. You go on to say that not only will you be coming back, but you’ll be recommending them to all of your friends and family.

By all accounts, you’re a promoter! And, likely one step away from being willing to twirl a sign outside their establishment.

So, now that you’ve finished singing their praises, you maintain eye contact with the Manager awaiting her ecstatic reaction …

Instead, she just stares at you blankly, says nothing and walks away.

How do you feel about your experience now? Do you still feel like twirling their sign on a street corner? Probably not.

This is obviously not an acceptable in-person experience and very unlikely to happen in reality, so why is it so common online?

This is precisely what happens when you don’t follow-up and close the loop with your customer. You’ve shut them out and likely turned an advocate into a passive (if not detractor).

Let’s look a slightly different scenario:

Now imagine your experience was subpar. Service was slow and your meal was unimpressive.

When the Manager comes to your table this time, you politely give her an earful. But, rather than criticize, you provide her with several suggestions on how to improve all aspects of the overall customer experience.

Instead of ignoring you this time, she looks at you and very robotically states, “Thank you. Your feedback is important to us. We value your opinion. If there is one thing we could do improve your experience next time, what would it be?”

What?

You just spent the past few minutes giving her a handful of rock-solid improvements. Not only did she not acknowledge a single one of them, it would appear that she didn’t even hear them.

Do you feel like your needs were addressed and improvements will be made? Are you any less of a detractor? Doubtful.

Again, this is not a likely experience that anyone would have in an in-person setting, so I repeat, why is this so common online?

I’m going to let you in on a little secret: The key to success with your NPS program is super simple — follow-up with your customer and have a meaningful conversation.

Here's a little secret: The key to NPS success is super simple — follow-up with your customer! Click To Tweet

I recently had a discussion with one of our clients, one that serves millions of customers each month. When they first started measuring NPS less than a year ago, their average NPS score was 15. Today it’s 65.

What did they do to improve their score? They followed up on every piece of feedback they received. That’s it.

If you’re already a Promoter.io customer, you’ll know that we’ve built our tool to make it easy for you to effectively close the loop with your customers in one simple workflow.

Because of the critical importance of following up within the NPS process, we feel like it shouldn’t be left to a third-party tool or a manual process. Your customers feedback and a record of your response should should always be easily accessible for future reference or for others on the team.

I’m excited to say that we’ve now made that follow-up process even better with several key improvements:

Single-Page Viewing

Promoter Feedback Dashboard

To make the response process even faster, we’ve moved everything you need into a single view. We’ve removed the pagination so you can quickly scroll through every piece of feedback without refreshing the page.

Adding tags, responding to your customer and adding notes have all been consolidated into a single input module with simple navigation to make each step more streamlined.

And finally, all of your customers contact information, attributes and scoring history are conveniently displayed to the right of your workspace.

Advanced Filtering

file-TKWhPbBCpF

Previously you could filter your feedback based on scores and completion status, we’ve now expanded the options to allow you to filter on multiple values, including tagging and notes. These additions will make it even easier to focus in on what needs to be done immediately and allow other team members to find specific feedback more quickly (product or marketing review, etc).

Date Range Filtering

file-tbnuu8ZpVJ

Along with the more advanced filter options, you can now narrow your feedback results down to any specified period of time with a date range filter (previously you could only do this with the scores on the dashboard). The feedback can further be sorted by date in order to help you respond accordingly.

Keyboard Shortcuts

file-9UxSdLC7nt

For the more advanced users, we’ve created a library of hot key shortcuts to improve your efficiency when working within your feedback dashboard. You can now respond to feedback, add tags or notes, search and a ton more without lifting your fingers from your keyboard (yes!).

—-

There are several more enhancements that have been made and many more on the horizon, so I’d like to encourage you to login and take it for a spin yourself.

If you’re not already a Promoter.io customer, you can sign up for a free account here and get 250 surveys to demonstrate how much impact Promoter.io and NPS can have for your team.

Chad Keck

As a product lead and executive for numerous successful ventures (Rackspace, HP Cloud, AppFog), Chad founded Promoter.io to help bring the actionable insights provided by Net Promoter to all businesses. He is a native Texan with a passion for helping other entrepreneurs.

Website

NPS Is a Profit Center — Treat It Like One

Managing cash-flow in today’s world can be a difficult thing to do. It seems like there are a thousand products/platforms/services that everybody “needs” to be using and the budget for these tools is getting increasingly squeezed.

You might be using Buffer, Mention and BuzzSumo for social, Intercom and Attribution, CrazyEgg and KISSmetrics, LeadPages and VWO.

Pretty quickly, these must-have services add up to a huge monthly fee. Which raises the bar for any new service you might pick.

So it’s understandable that you might be seriously wondering if an automated Net Promoter Score (NPS) platform is really worth adding to your budget.

For some services, like web hosting, it’s a sunk cost… The cost of doing business. You can’t sell online if you don’t have a web presence.

For other services, like Buffer and Mention, you could do the work yourself, but paying for them frees up your time.

But unless you are manually running NPS campaigns already, using an automated net promoter score system might not free up any of your time.

But I want to show you why that kind of thinking is misguided.

Can NPS Generate Net-New Revenue?

Many people initially think that an automated Net Promoter Score system is part of the cost-center (where you are spending money). But I want to show you why when you implement NPS properly, you should think of it in your revenue-center instead.

METHOD #1: If you read “How To Do Sales With NPS”, you already know about The Survey Sales Technique. If you are not yet familiar with it, the idea is that you can leverage the NPS process in order to discover new revenue opportunities for your business. This one trick alone could revolutionize how you do business online entirely.

METHOD #2: If you read “The Zen Minimalist’s Guide to Growing Your Business”, then you know another trick that highly successful people like James Altucher and Hal Elrod have implemented. I find that this is the most under-used technique among our NPS customers, and also one of the most effective. Especially if you need to generate some new cash quickly (to meet a quarterly goal for example).

METHOD #3: If you read “Creating Deeper Relationships Through Surveys”, then you know that you can use NPS in order to directly generate more positive reviews for your product or service. With Amazon and other retailers cracking down on fake reviews, authentic people leaving authentic reviews is more important than ever. And NPS is one of the best ways to get them.

METHOD #4: If you read “How to Turn Churn Into a Competitive Advantage”, then you know that you can reduce churn (or even create negative churn) if you tightly integrate NPS into your business process. Churn is one of the biggest killers of SaaS businesses, so anything that reduces churn has a leverage effect for the rest of your business. Web hosting and regular surveying techniques will never usually measurably affect churn. NPS will.

But Don’t Just Take Our Word For It

Find out for yourself. We at Promoter.io believe so much in the revenue generating power of NPS that we have created an NPS calculator. We believe you can statistically predict churn via detractors and passives and predict new revenue via promoters. So we wanted to make it as easy and straightforward for you to measure this as possible.

From our experience sending over 5 million NPS surveys, we also believe a well structured campaign should return 10X or greater on the cost of using our NPS software.

The new NPS calculator by Promoter, gives you a real-time look at your potential new revenue and what's at risk.

The new NPS calculator by Promoter, gives you a real-time perspective of new potential revenue and what’s at risk.

We are so proud to announce that as of today, we built a brand new net promoter score calculator into your Promoter.io dashboard. Based on your current NPS score, this calculator will give you an idea short-term and long-term revenue at risk and new potential revenue.

We had originally considered reserving this calculator for paying customers only, but we decided in the end that free customers should have access to this premium feature so that they too can see the value added benefit of incorporating NPS into their business. So sign up for a free account on Promoter.io and see how much revenue you can add to your bottom line today.

Chad Keck

As a product lead and executive for numerous successful ventures (Rackspace, HP Cloud, AppFog), Chad founded Promoter.io to help bring the actionable insights provided by Net Promoter to all businesses. He is a native Texan with a passion for helping other entrepreneurs.

Website

3 Steps To A Product Launch You Can Be Proud Of Using NPS

You spend months or even years planning, collaborating, and building your latest and greatest product features. Then comes the launch. It’s usually thrown together half-baked. Maybe you try to hire a PR firm, but they all tell you the same thing: it’s too late, you should have come to us 6 months ago. They say you need customer testimonials and media story hooks that you hadn’t thought of ahead of time.

Great product launches are incredibly hard to pull off well.

Many businesses have trouble promoting their product launches, so they don’t even try anymore. They just send an email to their newsletter and put some posts on Twitter and Facebook and call it a day. Is that you? Have you resigned yourself to pandering to your own crowd?

There’s a better way! And if you are using NPS, you already have everything you need to make a big splash.

Step 1: Involve Your Detractors in Product Decisions

This part is baked into the regular NPS process. The first question in NPS is:

How likely are you to recommend our brand/product to a friend or colleague?

But this is just a camel’s nose. It opens the customer up to answering the follow-up:

What’s the #1 reason for giving us that score?

This is where the gold is found in the NPS process. Many customers will give you specific and actionable feedback about what they love or hate about your product here. Generally speaking, most business look forward to the positive feedback from the NPS process.

But if you are measuring NPS (in part) to support an upcoming product launch, you are going to be focusing on the negative feedback. The goal with your product launch will be to turn as many detractors and passives into promoters as possible.

So reach out and follow-up with your detractors and passives to see if you can involve at least a handful of them very deeply into your planning for the upcoming release. Make them your VIPs and most important beta testers. Also make sure to keep a list of everyone who responded (positive or negative) to your NPS surveys.

Step 2: Learn The Personal Stories Behind Your Detractors

Take an authentic interest in your detractors. Learn as much as possible about their back-story. How? By asking questions:

  • How did you get into this business?
  • What are your biggest challenges doing business right now?
  • What have you tried so far to solve your problem?
  • What would your dream solution look like?
  • What bugs you the most about solutions so far?

The most important thing: don’t try to sell them on what you already have. People love to vent and complain, and generally hate to be sold to. Instead of selling to them (like every other vendor they have encountered), surprise them by taking an interest in them.

This will accomplish many positive benefits for you:

  1. If one customer is passionate about solving a particular problem, there are probably many more who are less vocal than this one who also have the same problem.
  2. You are creating customer relationships that can bear more fruit over your career than you would ever expect.
  3. You are simultaneously cultivating a customer testimonial that you can use to promote the feature release or product launch and be interviewed by media.

Most companies never get personal with their customers. This is the #1 area you can stand out from your competition. Even if you can’t do this with every single one of your customers, if you do it for a few and publicize those interactions enough, it will seem like you do it for all your customers.

Step 3: Over-Deliver In Your Product Launch

By this point, if you have followed steps 1 and 2, you have everything you need to pull off a high profile product launch:

  • You can clearly articulate what problems your product launch solves for real people
  • You have glowing testimonials from engaged customers (the best kind of testimonials too, since you have turned them from detractors into promoters ideally)
  • You have a great story behind your launch

A great story starts with a big problem. It’s not your problem, though. It’s your customer’s problem. A great story is something people will pay attention to. The overwhelming majority of product launches have no story other than: we added some features. It’s so boring I want to poke my eyes out.

Now’s the time to use the list of everyone who responded to your NPS survey. Reach out to them a couple weeks before the product launch. Tell them the story of the detractors who responded and how you incorporated their feedback to make this the best product launch you have ever had. But ask for their help.

Tell your NPS responders that in a couple weeks you will need them to make a lot of noise about the product launch which their feedback made possible. Because you used their feedback (and you can show them how with your great story), they will feel more personally bought into the process. Even if their specific feedback wasn’t addressed, they will feel like they were in the same group of people whose feedback was acted on.

Conclusion

Many people don’t realize how powerful NPS can be when mixed in with their other business strategies.

Using this simple product launch formula can revolutionize your launches. And you can use it over and over again for future feature releases. The more you use it, the more effective it will become, and the longer your list of customer testimonials will become.

Now when you reach out to media, you will notice a totally different response. You are not giving them Yet-Another-Feature-Release-Self-Promoting story. You are giving them a human interest piece that only happens to simultaneously promote your product with strong social proof.

Chad Keck

As a product lead and executive for numerous successful ventures (Rackspace, HP Cloud, AppFog), Chad founded Promoter.io to help bring the actionable insights provided by Net Promoter to all businesses. He is a native Texan with a passion for helping other entrepreneurs.

Website