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Feedback Management

Measuring Net Promoter Score (NPS) in Zendesk

March 06, 2023

A customer who is willing to promote a brand has a lifetime value that is 600%-1400% higher than the one who is not. Therefore, as a business, your focus should be on improving experiences to a point that customers are encouraged to talk positively about your brand. And though this is a common goal that most businesses share, it becomes easier if you have a definite data set to measure success against.

In this article, we talk about how brands can measure customer loyalty through Net Promoter Score® using Zendesk surveys right within this popular helpdesk tool.

Let’s begin with understanding what Net Promoter Score® is.

What is Net Promoter Score®?

NPS® or Net Promoter Score® is an industry standard to measure customer loyalty and customers' willingness to talk positively about your brand to others. It tracks customer sentiment correlated with purchase and referrals, which businesses can use to predict customer retention and sustainable growth through positive word-of-mouth. 

NPS® is measured through NPS® surveys with a simple question -

On a scale of 0-10, how likely are you to recommend our brand to others?

On this scale, 0 means ‘least likely’ and 10 means ‘most likely’. Based on what score customers select on the scale, the Net Promoter Score can be anywhere between -100 and 100. 

Based on their answers, customers are further categorized as Promoters, Passives, and Detractors.

NPS Guides (1)

Net Promoter Score® is measured using an NPS® survey which consists of the primary NPS® question above. This, ofcourse, can be followed up with a question that asks customers to share the reason for the score they chose. This is crucial since it helps in understanding the real sentiment behind why customers would or wouldn't recommend your brand. 

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Importance of NPS® in Customer Feedback

There are several reasons why brands must measure Net Promoter Score® using NPS® surveys:

Easier Benchmarking

NPS® is a standard metric used across the globe to see how the overall impact of your brand measures up in other contexts. Moreover, it offers a big-picture view of customers’ loyalty to your brand, which can help significantly in making organization-wide decisions.

Driving Growth

NPS® is the key metric that must be measured and used to come up with upselling and referral schemes. And if done right, this can help you gain new customers and dramatically increase your brand’s revenue.

Identification of Detractors

No matter how much effort you put in to deliver excellent customer experiences, one mistake can cost you an existing customer and prevent potential customers from coming in. With the help of Net Promoter Score®, you can identify detractors and work on recovering and retaining them. As a result, you might also be able to prevent losing your potential customers.

You can also use NPS® to improve your customer service efforts, deliver customized experiences to customers, and create an excellent brand image.

Measuring Net Promoter Score® in Zendesk

NPS® is a long-term measure of customer loyalty. So, it is advised to not survey the same customer more than once in six months. You can create a sample of customers and send NPS® surveys manually. You can also set NPS® surveys to be triggered automatically if the customers haven't taken them in the last six months.

NPS® surveys in Zendesk allow you to gauge the sentiment of your customers even before they say ‘hello’. And when they choose to talk to you, your customer service agents would know exactly how to personalize conversations and win customers over. All of this can be done with the simple integration of a survey tool with Zendesk.

Zonka Feedback integrates with Zendesk to help you measure customer loyalty through NPS® surveys. Moreover, with Zonka Feedback integration, you can do more than just send surveys. 

Let's explore what you can do with Zendesk and Zonka Feedback integration

1. Measure Net Promoter Score® Through NPS® Surveys

Zonka Feedback allows you to measure Net Promoter Score® and gauge customers' loyalty to your brand in a couple of ways - 

  • Embed NPS® survey within the Zendesk Email
  • Trigger NPS® survey after a ticket is closed or updated

Let's understand in detail how this can be done. 

Embedding NPS® Survey in Zendesk Email

You can embed NPS® surveys in your Zendesk emails in three simple steps - 

  • Select the survey you wish to send to your customers, and in the navigation bar at the top, click on ‘Integration’.
  • Open the Zendesk window and click on ‘Settings’. Then turn on the toggle ‘Embed a Question’.
  • Click on ‘Choose Embed Style’.

You will get three options to choose from:

  • Question: This will allow you to embed NPS® survey questions directly within the email body so that your customers do not have to follow a link to take the survey.
  • Button: This will allow you to embed a button, for example, ‘Start Survey’. This, when clicked, will open the survey in the email body.
  • Hyperlink: This will simply help you embed the link to the survey within the email body and will open the entire survey in the browser.

Once you select the type of question you wish to embed in your email, you will get an HTML code, which you will need to copy and paste into the Zendesk email body.

Triggering NPS® Survey After a Customer Ticket is Closed or Updated

Follow these steps to trigger NPS® surveys in Zendesk automatically.

  • Go to ‘Integrations’ after selecting the NPS® survey you wish to send to customers automatically and click on ‘Settings’ inside the Zendesk integration box.
  • Turn the toggle on for ‘Send Zonka Feedback Email Survey Automatically’.
  • Choose from ‘Closed’, ‘Solved’, and ‘Closed or Solved’ ticket statuses based on when you would like your survey to be sent out.
  • Select the duration of delay after a ticket status is updated. For example, if you have selected the ticket status as ‘Closed’ and the delay duration as ‘one week’, your survey will be sent out one week after the ticket is marked closed.
  • Click on ‘Save’.

2. Sync NPS® Score and Survey Response with Zendesk

Zonka Feedback survey tool allows you to sync Net Promoter Score® and individual NPS® responses with Zendesk. This means that whenever you open a customer ticket, you can view the Net Promoter Score® and survey response right there. This helps customer service agents to modify their conversations with customers to best address their issues and redeem the brand image in case of negative responses.

Syncing Net Promoter Score® and NPS® Responses with Zendesk

Syncing Net Promoter Score® and NPS® responses can be done in just a few steps.

  • Go to Integrations and turn on the toggle where it says ‘Sync Survey Response to Zendesk’.
  • Choose the checkboxes for ‘Sync Score’ and ‘Sync Complete Response’. You can also check just one of the boxes if you prefer either one.
  • Click on ‘Save’ and you will be good to go.

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Zonka Feedback Survey Tool for Zendesk

Zonka Feedback survey tool offers not just the easiest integrations with several customer management and service tools but also enables you to make customer feedback super insightful with the least amount of effort. Here are some of the features that you can enjoy:

  • Instead of offering customers binary answers to choose from in Zendesk surveys, you can get creative with Zonka Feedback surveys and use rating scales, MCQs, Likert Scale, etc.
  • You can choose from different languages and create surveys that connect.
  • You can create amazing surveys using ready-to-use survey templates.
  • You can do a lot with survey designs to make them more attractive and easy to take.
  • You can set up reminders and receive real-time notifications.
  • You can create detailed surveys to collect feedback on different aspects.
If you’re looking for an intuitive survey tool for Zendesk, Zonka Feedback is your answer. 



Written by Bhawika

Dec 22, 2021

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