In Promoter, we provide the tagging functionality to help you identify trends among your feedback. This investment is what will provide you with the actionable insights you need to reduce churn and create brand promoters. You'll be able to discover areas in your business where you're excelling, and where you need improvement. However, knowing what to name a tag or how many tags to create can sometimes be hard, so here are some best practices to keep in your back pocket.

Tip 1 : Read through a good amount of feedback first.

Knowing what tags to create can be daunting, but it doesn't have to be. Let your customers bring to light what topics are trending by reading through 15 - 20 pieces of feedback first. You'll start to see a few topics/features/issues mentioned several times and see that this becomes a "trend" with your customers.

Tip 2 : The broader, the better.

Typically, we recommend using broader terms such as usability in contrast to more specific terms like easy to use because of the fact that you can have varying of opinions on the topic of “usability”. The different sentiment color choices help to represent a positive, neutral, or negative feel to that topic in particular.

If you use a label like good support experience, then yes it will always have a positive representation. A better tag would be customer service so you can capture all positive and negative comments your customers might have that relate to interacting with your customer service.

Tip 3 : Not every piece of feedback needs a tag.

Once you start tagging your feedback, you'll want to tag every response that comes in, but resist the urge! Only tag it if they've mentioned a topic that could be a theme among other customers, and not something that would be unique to them.

Tip 4 : Try to create no more than 10 - 15 tags.

Now this doesn't mean you need to create a minimum of 10 tags, but do try not to go overboard with how many tags you create (most companies create 5 -15.) When you create more than 10 - 15 tags, it's much more difficult to get a clear idea of which areas within your business need immediate attention and which ones are succeeding. This follows the guidelines of starting out with tip #2, "the broader the better".

Example: The tag "features" was created, but 80% percent of the feedback tagged with "features" are talking about the Zendesk integration. You could look at giving "Zendesk" its own tag.

If you do create tags that are similar in nature, you can merge them together. Visit our Tag Management docs to see how to merge, rename, or delete tags.


From the feedback above on one of our own surveys, we can tell these customers are wanting more. But as a broader subject, what do they want? Features. I would add the neutral sentiment to both feature tags since they’re not loving a feature or hating a particular one.

A tag for customer service (positive) can be added to the first feedback as well.

With this feedback, they mention that overall they like the usability (positive) and customer service (positive) of Promoter.

Something you may want to track if you're a company that provides a product, is which of your customers are actually using your product.

From the feedback above, we notice that they’ve hardly used the product. You may want to create a tag of usability-limited (negative) to show how many customers are not engaging in your product.

This would be a great time to follow up and ask the customer why they’re not using your product or if there were any deterrents. Maybe the on-boarding was poor, maybe they weren’t sure how to integrate the product into their lives/business. Build a relationship with your customer to find out why and keep them from churning.

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