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NPS Survey Platforms: How to Choose the Best NPS Software for Your SaaS

Written by Moritz Dausinger, CEO of Refiner

Are you wondering what customers think about your product? Considering running an NPS survey to find that out but struggle to figure out which tool to use?

FACT: There really is no way to run an NPS survey without software. You have to deliver the survey to users, after all. And then, access their responses to calculate your score. 

The thing is that with so many solutions on the market, it can feel almost impossible to decide which option would be right for your SaaS. 

Well, that’s why I created this post. In this guide, you’ll discover different NPS survey platforms. You’ll also get all the information you need to make an informed decision about which one to use. 

So, let’s begin.

Your Options for Running an NPS Survey – Different Types of NPS Survey Tools

Let’s make something clear; Not every company has the same needs when it comes to measuring customer experience. 

Some brands will only need to evaluate their customers’ basic attitudes towards the product. Others, however, may want to dig deeper and discover the reasons behind NPS scores they’ve received. 

Depending on your needs, you have different software options that will help you run the survey. 

You could use a basic email marketing tool, for example. Or run the NPS survey through an add-on in another tool you’re using, a CRM, for example. Finally, you can turn to dedicated NPS platforms and use their complete functionality to run customer satisfaction surveys. 

Let’s discuss all those options in turn, and see when they are helpful (and when they’re not.)

#1. Basic Email Marketing or Survey Tools

You can deliver NPS surveys to customers in many ways. You can (and should) display the survey as an in-app popup, for example, trigger it on the website, or distribute it via email.

However, if you want to run a simple survey only, focusing on a single delivery channel, then, you could do it with a simple email marketing platform. 

Most such tools would allow you to send limited NPS surveys via email. Many of them are also relatively cheap, and some offer a free option (or a free trial) that might suit you. 

However, you must remember that those tools haven’t been created with NPS surveys in mind. So, in a way, using them is a bit of a DIY option. 

For one, those tools will lack most of the functionality to run any serious survey. They will not process the data for you, forcing you to enter individual results on a spreadsheet and process them manually. 

Also, because NPS is not their inherent purpose, email marketing tools often fail to provide a good survey experience, and that’s something that can seriously affect your response rates. 

Nonetheless, if you’re looking for the simplest option and do not have a problem with low reach and having to do most of the work manually, then, this is an option to consider. 

#2. NPS Add-ons

Many 3rd party tools – CRMs, in-app experience platforms, customer service tools, and more – offer NPS survey functionality as an add-on to their main offering.

As these plugins have been created to deliver NPS surveys, they offer more functionality than email marketing platforms. Many of them can analyze results, for example, freeing you from having to sift through the data manually.

That said, for those tools, NPS isn’t the main offering either. The functionality exists only as a small add-on plugin. Because of that, those plugins often lack certain features and don’t go deep enough into what’s required in delivering such a survey. 

For example, add-ons might allow running NPS via a limited set of channels only. For example, a CRM might allow emailing surveys to customers. But you wouldn’t be able to collect their feedback in the app or through your website. 

Another example where add-ons might be falling short is following up with responses. The beauty of NPS is that it allows you to score your customers’ sentiment towards the product or the brand. But you can also uncover their reasons for scoring you the way they did. 

Plugins might not allow you to respond to feedback automatically, and ask follow-up questions, limiting your ability to follow-up quickly. 

#3. Dedicated NPS Survey Platforms

By far and away, dedicated NPS software is the most reliable and powerful option to uncover your net promoter score. 

First of all, these tools have been designed from the ground up to run NPS surveys exclusively. As a result, they provide all the functionality that’s needed to measure customer satisfaction:

  • Multiple channels to deliver the survey – Email, in-app widgets, website widgets, and more to target the complete customer journey.
  • Schedule surveys, or run one-time campaigns.
  • Each delivery method is optimized for high response rates. 
  • Customized rating and follow-up questions
  • Logic branching for real-time follow-ups based on feedback and score given.
  • Complete data analysis, dashboard, and filters to benchmark your responses, and uncover relevant insights.
  • Notifications about new responses and follow-ups.
  • Integrations with other tools to act on the feedback easily, and more. 

In short, dedicated NPS tools allow you not only to run a survey but also to help you measure responses, and turn those insights into action. 

Our product – Refiner – is a great example of a full-featured, dedicated NPS tool for SaaS

Refiner offers all the aforementioned features, allowing you to run advanced NPS campaigns easily. 

An example of an NPS survey platform's interface.
An example of an NPS survey with a logic jump in Refiner.

But we don’t stop there. Refiner allows you to run other kinds of customer surveys:

  • CSAT, 
  • Star and Heart ratings,
  • Feedback on features, and more. 
Want to Run NPS Score for Your Brand?

Refiner is an advanced NPS survey tool that offers all the functionality you need to launch stunning surveys – in-app widgets, email surveys, automation, and more.

What to Look For in an NPS Survey Platform?

You know the three options for delivering NPS already – Email marketing tools, NPS add-ons to CRM or in-app experience platforms, and dedicated NPS platforms. 

In this section, I’ll help you decide which one is best for you. 

First thing you need to consider are your needs. If you only want to run a small, limited survey to a relatively small customer base, then all three options would work best for you. In other words, your choice could depend on what’s the simplest option for you to get. 

But, as I said, that approach would work for really small surveys. 

For anything bigger, where you’d be interacting with a larger customer base that already knows and engages with your brand, you need a sophisticated option.

Here are six criteria I recommend to consider when selecting the NPS tool:

#1. Does the solution offer brandable widgets that will retain your brand, and provide a good customer experience?

It may not look like it at first, however, customization is incredibly critical to the survey’s success. 

Think about it; you are inquiring about a person’s experience with your brand or product. It would make sense, then, to do so through survey widgets or emails that match your brand. After all, a unified survey experience will make a person more likely to engage with the question and provide feedback. 

Even customizing the widget’s color theme to match your brand will help align it with the overall experience within the app. 

Customization options in NPS software tool.
An example of an NPS survey with a logic jump in Refiner.

#2. Does the tool offer advanced segmenting and targeting options?

I admit that it might feel a bit illogical to segment customers for an NPS survey. You want to collect feedback from everyone, right? 

The thing is, you may decide to run an NPS survey on a specific group of customers to discover their attitudes towards your SaaS. By segmenting the audience, you can run a more targeted survey,  ask highly-relevant questions, and increase the response rate. 

For example, you could survey power users only. These people use your app the most, after all, and can provide the most relevant feedback. 

Or you can reach out to NPS promoters only, and evaluate whether they’ve attitudes remain positive towards your product. 

Similarly, targeting allows you to trigger the survey when a person is the most likely to respond. It doesn’t have to be at the very moment they log in to the app. 

You can delay the survey, and trigger it only when a person’s settled in the product. Or display it when they’ve performed a specific action, such as visiting a specific page in the app. 

Clever targeting will also help you engage more customers and boost response rates. 

Targeting options in NPS tools.
Segmenting and targeting options in Refiner

TIP: Learn more about segmentation and targeting in NPS surveys.

#3. Can I send automatic follow-ups with the tool?

When thinking of the net promoter score, most SaaS companies consider the rating question. You see them everywhere, after all. 

Here’s the NPS question SaaStock runs currently, for example. 

An example of an NPS survey.

However, an NPS survey consists of two questions, actually. The other one is a follow-up, open-ended question that aims to uncover the reasons why a person has scored your SaaS the way they had. 

Now, that question can be anything, of course, and you can see some examples on our list of NPS questions. But regardless of what you inquire about, the fact remains that the follow-up can make or break the survey. 

Why, because it is your chance to gain an incredibly in-depth insight into a person’s attitude towards your brand. 

The thing is, to avail of this opportunity fully, you must use a tool that can:

  • Trigger follow-ups automatically, so that you acquire that feedback right away, and
  • Send different follow-up questions, depending on a person’s score. 

For example, you may want to dig deeper into why someone is a detractor. In this case, you must be able to follow-up with people who have given you a low score only.

Here’s an example of how such logic jump works in Refiner. Please note, you can set this feature in any way you can to follow-up with relevant customers. 

Targeting options for NPS follow-up.

#4. Will the tool process the data for me?

The goal of an NPS survey is to assess your customer base. You run it to discover how many promoters, passives, and detractors there are among your users.

This means that sending out the survey is only part of the job. The other part relates to processing and analyzing the data, and turning it into actionable insights. 

This also means that the tool you choose needs to be able to do that too. It must give you data on the survey results, and allow you to do something meaningful with that information.

For one, you need to be able to tell quickly how many responses you’ve got so far, and how your customer base divides across NPS scores.  

NPS dashboard showing an overview of customer scores and feedback.
NPS results dashboard in Refiner

You should also be able to see the breakdown of your responses.

Detailed overview of customer responses to an NPS survey.

Finally, you should have access to individual responses, and follow-ups.

Customer responses to the NPS follow-up question.

#5. Can I integrate the platform with my other tools?

The real benefit of running NPS surveys is that it allows you to turn the feedback into action, and improve customer experience and satisfaction. 

But naturally, this doesn’t happen in an NPS tool. You use other platforms – Segment, Customer.io, etc. – to manage customer experience and more. 

However, the insights from your NPS software are critical to improving your customer satisfaction. 

So, you need a tool that can also integrate with your other tools, and be able to export the data to where you need. 

Refiner, for example, integrates natively with Segment, Customer.io, and you can create more automation through Zapier, or via webhooks and REST API.

Typical integrations in an NPS survey platform.
Integrations in Refiner
Looking for a NPS survey solution for your SaaS?

Try Refiner for free! Track customer satisfaction and turn your SaaS into an automated growth machine.