How To Create Your Own NPS Bot With Drift, Zapier, Slack (And Emojis)


Net Promoter Score is a key metric for us here at Drift.

So key, in fact, that our entire team sits down at 11 AM every Monday morning to review our latest NPS score (that link explains NPS in detail if you want to know more).

Together we look at what’s changed, read new text responses, compare different segments of our customers, and keep track of how we measure up to a few of the brands we admire.

But even though we were paying this level of attention to NPS — a dedicated team meeting every Monday — it didn’t feel like we were doing enough.

The meetings were great.

They were helpful.

But we were still having a hard time figuring out what to do with all of the NPS responses we were getting.

All of the customer feedback led to analysis paralysis.

And then one day, someone gave us a zero.

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Even in a sea of 9’s and 10’s that we get every day, that zero stands out.

(Any time you get a zero on a survey that asks how likely someone is to recommend your product, it stings.)

So Elyse on our team took a screenshot and shared the feedback in Slack with a suggestion.

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Instead of waiting until the end of the quarter to reach out to detractors, we should be reaching out to them as soon as possible.

And Elyse was right.

We forgot about the advice we often share when we’re talking about Drift and the power of real-time conversations with customers.

The faster you can reach out someone, the more likely they will be to respond (for example: businesses are seven times as likely to qualify leads if they reach out within an hour).

So the faster we could reach out, the more likely we’d be able to get in touch with NPS respondents.

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That’s our CTO Elias. He loves marketing. And having fun.

And if we could get those NPS response right in Slack — well, we wouldn’t even have to leave the one app that we all spend the most time in every day.

So we used Zapier to create a zap that sent new NPS responses into a dedicated channel in Drift.

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And now instead of waiting until the end of the quarter to reach out to detractors and promoters, we are reaching out in real-time.

We created a simple system using emoji reactions to let each other know whether or not someone on our team has reached out:

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We reach out to detractors (people who gave us scores from 0-6) to get critial feedback about what they aren’t loving about Drift and how we can improve.

And we reach out to promoters (9-10) to ask for referrals to see if these fans can help us spread the word and tell a friend about Drift.

Since this has had such an impact on our team here at Drift, we thought we’d share the recipe with you.

Here’s how you can set this up for your team.

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How You Can Set Up NPS In Slack

Two Quick Notes:

  1. In order to set this up you will need to have already connected Drift with Slack. If you have a Drift account, you can connect Drift and Slack right here from the integrations page. If you need a Drift account, you can signup for free right here.
  2. When you’re using Drift and Slack, NPS responses will automatically get pushed to Slack, but here we’re showing you how to created a dedicated channel so NPS responses never slip through the cracks and get lost in the noise of your sales conversations.

Step One: Create An NPS Campaign With Drift

First things first: you can’t set this up unless you already have NPS responses in Drift.

But don’t worry — you only need one response (and you can always just answer the first one yourself to get things rolling).

To create an NPS campaign, just login to Drift and go to campaigns:

Drift In NPS.pngYou can get NPS surveys on any of our paid plans.

After you’ve selected whether you want to send your NPS survey in-app or via email, you can change up your text (but we give you some default text you can use too):

NPS setup.png

And the last step before publishing your campaign is figuring who you want to send it to and where you want it to display:


You can find everything you need to know about targeting in Drift here.

Step Two: Create A New Slack Channel For NPS Responses

After you publish your campaign, the next step will be to go and create a new channel in Slack:


And then give your channel a name, like nps or nps-responses:

channel name.png

Slack will ask you to keep your channel name all lowercase — and FYI: the channel will need to be set to public in order to send NPS responses to it.

Step Three: Set Up Your Zap With Zapier

Once you’ve created your NPS campaign and set up your Slack channel, it’s time to bring in Zapier.

Just login to Zapier and click make a zap:

Make A Zap.png

Then search for Drift and click on our logo to set up the first step:

Drift Choose Trigger.png

And choose New NPS Response:

Drift NPS Trigger.png

Then click save and continue to finish setting up the Drift portion of your zap:

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After you hit Fetch & Continue, Zapier will just run a quick test to look for an NPS response.

Once that test comes back (you’ll see it right in the Zapier dashboard) you can go and set up the second step of your zap, which is to send NPS responses to the channel you set up in Slack.

Search for and select Slack — then you’ll want to choose Send Channel Message:

Slack Zap.png

And then you can pick the Slack channel you set up earlier (and set up everything from the name of your NPS bot to the emoji icon to use when the bot posts a new response in Slack).

Step Four: Use Emojis To Mark Which Customers 

Speaking of emojis, I just wanted to leave you with one more tip before you go.

Now that your Slack channel will be set up to feed in new NPS responses, it’s time to start responding and reaching out to customers in real-time.

We use a simple system here at Drift to keep us on track.

Our sales team reaches out to all of our promoters (people who gave us a 9 or 10) to ask if they’d be willing to refer us to a friend — and then they mark each response with a heart so the team knows someone reached out:


And our customer success team reaches out to any detractors (scores from 0-6) to get feedback and try to figure out how we can make things better:

detractor bot.png

So there you have it. That’s the system we use to get customer feedback in real-time, and it’s super easy for your team to create an NPS bot too.

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