How Typeform Leveraged an NPS Survey to Gain Critical Insights and Reduce Churn
With over one million users, Typeform is a trusted tool for creating engaging forms and surveys. Recently, the company conducted a Net Promoter Score (NPS) survey with a subset of its customers and uncovered some surprising findings that have reshaped their understanding of user engagement and churn.
Key Findings from the Survey
- Detractors and Passives Create Similar Content
- Surprisingly, the content output of detractors (low scorers) and passives (neutral scorers) was nearly identical. This indicated that user satisfaction alone wasn’t driving activity on the platform.
- Highest Churn Rates Among Non-Responders
- The most startling discovery was that the highest rate of churn occurred among customers who did not participate in the survey at all.
- Insight: Lack of engagement in the survey correlated strongly with a lack of future product usage, highlighting the importance of involving users in feedback mechanisms.
Why This Matters
The findings suggest that any feedback—even negative—is better than no feedback at all. Customers who take the time to provide input feel more invested in the product, reducing the likelihood of churn.
Actionable Strategies to Reduce Churn and Boost Engagement
Typeform’s findings offer a roadmap for companies to enhance customer retention by encouraging feedback:
- Inquire About Non-Responders
- Reach out to users who did not participate to understand their motivations. This could reveal barriers to engagement, such as poor timing or unclear communication.
- Optimize Email Open and Send Times
- Analyze the timing of your survey invitations to maximize participation. Experiment with different days and times to find what works best for your audience.
- Diversify Survey Methods
- Use multiple channels to conduct surveys, such as:
- Online (emails, in-app pop-ups)
- Phone (personal calls or SMS)
- Print (invoices or letters)
- Different users respond better to different formats, so a variety of options can improve response rates.
- Use multiple channels to conduct surveys, such as:
- Offer Incentives
- Provide rewards for participation, such as discounts, gift cards, or exclusive access to new features. Incentives can motivate users who might otherwise ignore your surveys.
- Encourage Suggestions and Conversations
- End your survey with an open-ended question like:
- “Do you have any suggestions?”
- Or ask users to reply with “Share” or “Reply” to start a conversation.
- This shows users you value their input and fosters deeper engagement.
- End your survey with an open-ended question like:
Final Takeaway
The Typeform NPS survey highlights the importance of actively seeking feedback from your customer base. Engaged users—whether they’re promoters or detractors—are less likely to churn because they feel heard and valued. By proactively addressing non-responders, diversifying survey methods, and incentivizing participation, businesses can turn feedback into a powerful tool for retention and growth.
Source: Retently: Typeform NPS and Customer Satisfaction Insights