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How to run a rating scale score campaign

Rating scales score is a metric which provides an indication of customers loyalty. It generally consists of sending two questions to a group of customers.

Head to this article for more inspiration on how to use rating scale scores in your company.

Build your own rating scale score survey

The first question is typically an Opinion scale question such as:

“How likely are you to recommend <Insert Your Company Name> to a friend or colleague?”

The response is a score from 0 to 10. Based on the score respondents are categorized as follows:

  • Score 9-10: Promoters
  • Score 7-8: Passives
  • Score 0-6: Detractors

The rating scale score is then calculated as:

Rating Scale Score = (% of Promoters) – (% of Detractors)

The second question is typically short text question used to get qualitative feedback to understand the reason for the score. For example:

“Could you please tell us why you gave a score of <Insert Score>?” 

TipYou can use Logic to customize the follow-up question based on the score. At Typeform we set up 3 different follow-up questions for Promoters, Passives, and Detractors. Once you collect all the submissions, you will be able to analyze your rating scale score and the qualitative feedback in your responses report.

Alternatively, you can use our ready-made rating scale score template.

How to embed your rating scale survey in an email

At Typeform our Customer Success team sends our rating scale surveys 1 month after signup, 6 months after signup, and then every 6 months thereafter.

Part One: Create the typeform

We created a rating scale score typeform with only the second question (e.g. “Please tell us why you gave us a score of <Score>?”). In this typeform we used Hidden Fields to be able to segment the feedback based on the following variables:

Hidden Fields used in the Typeform and their purpose:

  • Email address – used to identify the respondent
  • Plan – used to track the respondent’s plan (e.g. Professional Monthly)
  • Score – used to track the rating scale score
  • Signup date – used to track users by cohort
  • Country – used to analyze rating scale scores by country

Part Two: Embed your typeform in an email

In the Share panel, you will find an option to Start in an Email. Here are full instructions for using this.

In Intercom we add the images of the different scores and each score is linked to the typeform created in Step 1. To populate the Hidden Fields we pass the email, the plan, the country, the signup date, and the milestone in the link using a merge field (see example below).


By setting it up this way, the Hidden Fields in the typeform URL automatically populate with the data stored in Intercom. The only exception to this is the actual rating scale score because, obviously, you do not yet know what rating scale score the user will give you. As a result the rating scale score Hidden Field is created as a static number, and we created a different link for each score. In the example above, the link is for a typeform customer who gave us a rating scale score of 10. The link which the respondent is redirected to if the customer gave us a score of 9 would be:


Use Google Analytics with your rating scale score survey

You can also track results in your rating scale survey using Google Analytics. It’s a bit more complicated to set up, but means you can see scores you got from respondents who don’t click Submit.

Typeform only saves data when respondents click Submit, but Google Analytics can track every click on the rating scale.

1. Create your typeform using Hidden Fields, including data you have in your CRM (Customer relationship management) tool. This article explains how.

2. Add Google analytics tracking code to your rating scale score survey – here are the instructions.

3. Create an email template: use merge fields to distribute your typeform. This is explained in the link above in point one.

4. When you have some submissions, partial or not, go to Google Analytics and navigate to Behavior/Overview:

5. Export this data as an Excel file. Make sure to pick the correct date range for the data you need.

NPS Google Analytics 2

6. Now, to analyze your data, you will want to display the information from Hidden Fields in separate columns in your spreadsheet. Using a spreadsheet formula, ( =split(A1,“&=”) ) you’ll see all your Hidden Fields filled with information from your respondents.

See in the image below that we can now view the respondent email, rating scale score, and all other data we sent via Hidden Fields:

Send your rating scale survey responses to Slack

Here at Typeform we have a rating scale score channel in Slack where anyone from the company can see our customers’ responses to the survey. This allows our product and customer success teams to listen to what folks like you are saying about Typeform and make improvements where needed.

As soon as someone fills out the survey, responses are sent automatically to the channel using our native Slack integration. Here’s how to set it up yourself:

1. First create a new channel in your company Slack account. Call it something like #rating_scale_feedback.

Image showing how to set up a new slack channel

2. Now load your rating scale survey from your Typeform Workspace and click the Connect panel at the top. Scroll down to the Slack option and click Connect

Screenshot showing how to connect Slack to Typeform

3. Log into your Slack account through the connection wizard when prompted. Select the channel you wish to send the survey responses to. In this case it’ll be the rating scale score survey channel you just set up.

Screenshot showing how to choose a slack channel to send results to

4. Now, whenever someone completes your rating scale survey, the results will be pushed to the Slack channel. Anyone subscribed to that channel will be notified of the new survey response.

Screenshot showing responses in Slack

For more on this, check out our in-depth guide to nearly everything you need to know about Customer Success.

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