Measure feedback

How to measure?

The classic NPS measurement is conducted via e-mail and, as mentioned in the previous article, often only once a year and perhaps only as a supplement to, or as part of, a traditional questionnaire survey.

It has to be clear that the fundamental point of departure is that an NPS measurement has to stand alone to have the best possibilities of succeeding. If it has to be effective and have an operation character too, the surveys have to be conducted drip by drip so that the follow up can be timed appropriately. Furthermore, it would be preferable if the surveys are automated in a close-knitted process.

Systemize the campaign

The most important success criterion for an effective operational loyalty program is that the program is strategic and that the measurements are put into a system. First and foremost, the measurements must have an owner or sponsor who reaps the benefits of customer feedback. It should be a leader of a business unit or a team where NPS is included as a central KPI in the department’s results and development. Next, the manager must have the entire department’s support for the value and prioritization of the program, so that measurements are translated into concrete actions. When and how often can it be measured? NPS is often divided into two types of measurements:

Relation survey (loyalty)
Transaction survey (satisfaction)

Relation survey

As mentioned, the relationship measurement is the whole, ie the customer’s overall perception of the relationship. It can have arisen from many elements, including of course the product and the specific experiences the customer has in connection with finding, buying, receiving and using the product. However, many other factors can also influence customer satisfaction and loyalty such as. political conditions, events, etc., which are not directly related to the product or specific customer experiences.

In order to create a credible NPS loyalty measurement in the relationship, the measurement should therefore take place on an ongoing basis and not at a specific time. Measured e.g. among all customers right after announcing a sharp fall in prices, this can in all probability significantly affect short-term satisfaction. Therefore, customer loyalty should always be measured on an ongoing basis so that the NPS score becomes an expression of customer loyalty over time and not just in the present. This also makes it possible to see a trend in NPS development more quickly rather than having to wait for more measurements.

Continuous measurement of loyalty can be established in many ways. The right frequency varies depending on the product and relationship type, but a good rule of thumb is twice a year. As I said, it is important to have the measurements done in drips, rather than a total annual measurement. In this way, it becomes an ongoing program that both creates a credible NPS score and at the same time makes the relationship measurement and results always current, so operational follow-up can be distributed over time and becomes a natural part of everyday life and the company’s customer-related work processes.

Transaction and touchpoint survey

Transaction / touchpoint surveys can be used across the entire customer experience. The crucial thing is that there is a clear purpose to the surveys and that the results are used both operationally and for general improvements in the customer experience. The measurements must first and foremost be programmed for a touchpoint in the customer journey. The model on the right shows examples such as before or after customer meetings, just after a large offer has been made, by delivery, before re-signing an agreement and the like.

The touchpoint campaigns can then again have more transactions. For example. a Project NPS campaign where measurements could be made after start-up, midway through the project, and before and after completion.

The correct frequency for measurements depends on many parameters. There are e.g. large difference in the customer’s commitment in the relationship to an electricity supplier versus a supplier of a newly built house. An NPS.Today customer who builds houses successfully measures a full 12 times during the customer relationship and receives real feedback on improvements to the experience in all 12 touchpoints and a basis for individual follow-up and dialogue.

Of course, processes should be established, and preferably automation, to ensure that measurements in transactions do not take place with an annoying frequency for the recipient. If the company has a central system that collects customer data, rules and triggers for distribution can with great advantage take place here, as the distribution can be based on many parameters about customers and transactions. Of course, it requires the system to have functionality to support such rules and triggers. If this is not possible, it is crucial to choose an NPS system that offers function to avoid survey spam (also called Throttling).

Which channels should be measured?

The choice of channel for the measurement should be made on the customer’s terms. It must be the channel that is most relevant in relation to the transaction and that makes it as easy as possible for the recipient to submit his answer. Does the marketing department e.g. input to the company’s newsletter, it is obvious to merge the question here. If customer service has had an e-mail correspondence with a customer, the question can be included in the closing e-mail or in a separate e-mail when the case is closed. If you want feedback on the experience on a website or an app, it will be natural to ask the question here, either actively (eg pop-up) or passively. The latter I get more into in the section below.

Examples of channels are:

E-mail
SMS
APP
On a website or in a web shop
On the product itself (for example a QR-code)
iPad (for example a stand in a shop, in a cafeteria or at an on-site interview)

How to measure?

As a starting point the question can be asked in two ways:

Active (prompt)
Passive (visible)

The active question is usually sent to the recipient (eg via e-mail or SMS) but can also be asked in a pop-up or by interview such as e.g. Tivoli, which interviews guests about the experience at the end.

The passive question can appear in many different ways e.g. on a product, on a website, on a sign, in a document, etc.
The passive question is an exciting opportunity that many overlook. In particular, the opportunity to get feedback from unknown customers is interesting here. A shoe manufacturer could e.g. put a QR code on the box and request praise from the end customer.

Having an NPS system that can ask metadata questions (eg asking for name and email for follow-up) also provides new interesting opportunities.
You can read more about how measurements can be put into a system or programmed, in the next article “How do you put power into operational customer loyalty?”.

Content and wording of an NPS campaign
Before measurements are initiated, it is always a good idea to communicate to the recipients that measurement will take place, why and how it will be followed up. It can e.g. happen in the newsletter, on the website, in a prior email, etc.

The ideal NPS campaign consists of:

Intro text: Eg. “We value our collaboration and want to create the optimal customer experience. Therefore, we hope you will spend a minute sharing your experiences”
The NPS question that is ideally formulated as: “How likely is it that you will recommend xxxxx?” “How likely are you to recommend xxxxx?”
The follow up question, that should be reflecting according to the score to motivate comments: the score to motivate comments:

Detractor 0-6: What do you think we should do better?

Passive: 7-8: What should we do in order to get 9 or 10?

Promoter 9-10: What do you think works well?

Completion text, that again can vary depending on the score, for example:

Detractor 0-6: We regret that your experience has not been optimal and will contact you as soon as possible to clarify solutions

Passive: 7-8: We are pleased that you are satisfied and we will continue to work to make it even better

Promoter 9-10: We are very pleased that you are satisfied and will recommend us to others. We will do what we can to continue like this (some are daring and then refer Promoters to eg Trustpilot in here in the completion text)

Useful information:

If there is no email permission on a contact, the NPS campaign must not contain marketing or sales-related elements or undertones. However, NPS campaigns with email permission should also not contain these messages as it removes focus from the real intent and seems disruptive to the recipient. Therefore, it is a good idea to keep both wording and appearance as neutral as possible.

When measuring in touchpoints and transactions, the NPS question can be reformulated so that the respondent understands that the measurement takes place specifically in relation to a specific customer experience and not in the general relationship (the overall experience). Very specific questions can also be asked, such as “To what extent did the service technician live up to your expectations?”. Then it is no longer a “pure” NPS measurement. nps.today supports both specific issues and the more official NPS methodology. Here it is just important to handle reporting on general loyalty (relationsNPS) and touchpoint or transactionNPS correctly.

Written by

Peter Tranberg Møller

Partner & CX Advisor

10 years of experience in CX, customer relationships and building CX platforms that deliver real value.

FAQ - Frequently Asked Questions

What is the best way to measure NPS?

NPS is best measured through a short, focused survey distributed continuously rather than as one large annual survey. Ask the core recommendation question followed by an open-ended question about the reason for the score. Automate survey distribution and follow-up, and assign clear ownership so that customer feedback is translated into specific actions and improvements.

How is a Net Promoter Score calculated?

Respondents answer on a scale from 0 to 10. Scores of 9-10 are Promoters, 7-8 are Passives, and 0-6 are Detractors. NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The result ranges from -100 to +100. Passives are included in the total number of responses but are not directly included in the subtraction.

What is the difference between relational and transactional NPS?

Relational NPS measures the customer’s overall loyalty and relationship with an organisation. Transactional NPS, also known as touchpoint or experience NPS, measures feedback following a specific event such as a delivery or service interaction. The results should be reported separately because an overall customer relationship and an individual experience measure different things and should not be compared directly.

How often should relational NPS be measured?

Many organisations survey each customer once or twice a year, although the appropriate frequency depends on the length and intensity of the relationship. Instead of surveying every customer at the same time, responses can be collected from smaller groups throughout the year. This provides a more current view of customer loyalty and reduces the influence of a single event on the overall result.

When should an NPS survey be sent after a customer touchpoint?

A touchpoint survey should be sent while the experience is still fresh in the customer’s mind, without interrupting the customer journey itself. Relevant moments may include a completed delivery, a closed support case, a customer meeting or a project milestone. The question should clearly state whether the customer is evaluating that particular experience or the overall relationship.

Which channel is best for an NPS survey?

The best channel is the one that fits naturally with the customer interaction. NPS can be measured through email, SMS, an app, a website, a web shop, a QR code or a physical survey station. Surveys may be sent actively or made passively available. Passive surveys can reach unidentified customers but may produce a different response profile from directly distributed surveys.

How can an organisation prevent NPS survey fatigue?

Use contact-frequency rules, often called throttling, to prevent the same customer from receiving several surveys within a defined period. Survey history should be coordinated across campaigns, and only meaningful touchpoints should trigger a request. The appropriate interval depends on the customer journey, but customers should not receive another survey every time a minor interaction is recorded.

How should the NPS question be worded?

The classic question is: “How likely are you to recommend [company or product] to a friend or colleague?” Respondents answer on a scale from 0 to 10. For a touchpoint survey, the wording should identify the specific experience being evaluated. Follow the rating question with one open-ended question that helps explain why the customer selected that score.

What should an organisation do with NPS responses?

NPS creates value only when the responses lead to action. The organisation should define who follows up with Detractors, how feedback from Passives is handled and how insights from Promoters are used. Individual responses may require direct contact, while recurring themes should inform improvements to products, processes and customer journeys. This process is known as closing the feedback loop.

Do you need consent to send an NPS survey?

There is no universal answer because privacy and electronic communication rules vary between countries. In Denmark, a neutral customer satisfaction survey can generally be sent without marketing consent when it contains no advertising, sales messages or promotional branding. The organisation must still establish an appropriate lawful basis for processing personal data and provide the required privacy information.

Measure feedback across the customer journey

Measure at the right moment — and make feedback actionable

Customer feedback works best when it is collected continuously, at the right touchpoints and through the right channels. See how nps.today helps you run relational NPS, transactional NPS, CSAT and CES surveys with automated triggers, smart timing, anti-spam rules and follow-up workflows across the customer journey.