Set up an in-app NPS campaign

Last updated:

Net Promoter Score (NPS) is the most popular way to gauge customer loyalty and overall user satisfaction. Use Pendo’s NPS to create a recurring survey and get additional usage insights on all of your responders. This article details how to create a NPS survey that runs all year long and  automatically evenly distributes the survey to everyone throughout the year. Using Pendo’s NPS feature allows you set your recurrence to 360 days so there’s no need for you to adjust your survey to different segments throughout the year.

Note: This article walks you through a quick NPS survey in-app. If you want to add email as a backup, choose the option for "In-App + Email" in Step 1.

For more information, see Set up an NPS survey.


  • Pendo admin account permission or the following:
    • User permission to create Guides
    • User permission to publish Guides
  • Target segment: Everyone (or a desired custom segment)
Note: Emails come from If you are utilizing include lists then NPS from email will not display in the Pendo UI unless you also include 


Set up the campaign

Step 1. Create a new NPS survey and choose your delivery method as "In-App Only:"



Note: If you have multiple apps configured for your Pendo subscription, you will be prompted to choose which app you wish to deliver your survey.


Step 2. Customize your NPS content, which includes your main rating question, tailored follow-up questions and success message:


Step 3. Next, choose your custom segment as "Everyone:"


Note: "Everyone" can be chosen as the segment because you will be asked to enable the even distribution feature. This feature will help spread out and survey your users randomly within your recurrence period. If you would like to have users meet a certain criteria before receiving an NPS survey, choose "Custom Segment" to add your rules.



Step 4. Set your recurrence as 360 days, your survey start date and "even distribution" enabled.


For more information  on how Even Distribution is calculated, see Even Distribution for NPS in Pendo.

Step 5. Click on "Save & Exit." You should now see your Guide details page and see your NPS summary in each tile.

Step 6. If you are satisfied with your settings, you can update the Guide status to ‘Public’ in the upper right-hand corner.

Close the loop

In addition to capturing your responses, Pendo also summarizes product usage metrics as it relates to their score in two charts:


To see these metrics, select the NPS Responses tab under your Guide title. Use these charts as a starting point to help you with your follow up conversations with your responders to make your NPS actionable. The score is just one part of NPS, but the feedback allows you to build relationships with your customers. There’s no correct answer on how you should follow up with your responders but we’ve put together a few examples you could try to setup your NPS follow up framework:

  • Personalize your template of responses based on how a user responds with a certain score or consider having their Customer Success Manager respond if they own the account

  • Build a Customer Advocacy Program and target your promoters using a guide to get more referrals from your customers (e.g., leaving positive reviews at business software and services sites like G2 Crowd, referral discounts, case study submissions, etc.)

  • If your detractors provided qualitative feedback about wanting a feature that actually exists, consider using a guide to help them find it! Target detractors with additional help resources if you have them in your application

  • Create content or help resources and deliver them in your app using a tooltip or integration within the Guide Center that will prevent future dissatisfaction in the product

  • Leverage the feedback you receive from users to drive business outcomes and future product enhancements

Protip: Forward NPS responses to Slack or Email for alerts or setup automated responses using Zapier!

Was this article helpful?
2 out of 4 found this helpful