Customer satisfaction & NPS
Measure satisfaction, then find what to fix
We ask your customers, or category users from our PocketsFull panel, how likely they are to recommend you, how satisfied they are and how easy you are to deal with. Every score comes with the reasons behind it, so you can see what to fix first.
The 0 to 10 spread
Everyone- 0
- 1
- 2
- 3
- 4
- 5
- 6
- 7
- 8
- 9
- 10
Detractors 0–6Passives 7–8Promoters 9–10
Net Promoter Score
Runs from −100 to +100
- Promoters, passives, detractors
- Your list plus our panel
- Video from detractors
Ask the study
What do detractors under 35 complain about most?
Fewer meals they like, then late or damaged boxes.
Numbers checked against the data
Questions it answers
- Why did our score fall?
- Which touchpoint lets customers down?
- What do detractors complain about most?
- Is the most talked-about problem the real one?
- How do we compare with a rival’s customers?
Why it matters
A score on its own does not tell you what to change
Most teams already have a number. It dipped last quarter, or it is lower in one region, and nobody can say why. A score tells you how many people are unhappy. The reasons tell you what to fix, and which fix matters most. We ask for both in the same survey and keep them linked, person by person, so every complaint can be traced back to the score that came with it.
The score with its reasonsEvery score stays linked to the reason the same person gave.
- Fewer meals I like
- The last box came late
- Price for what you get
How it runs
How a satisfaction study runs
The score, the reason and the touchpoints in one survey, linked person by person.
- 01
Choose who to ask
Send the survey by link to your own customer list, or ask category users on our PocketsFull panel when you also want to hear from people who use a competitor. You can do both in one study.
- 02
Ask for the score, then the reason
Each person rates how likely they are to recommend you from 0 to 10, and how satisfied they are on a labeled scale. A follow-up asks why, as a typed answer or a short video, where an AI interviewer can ask up to three follow-up questions.
- 03
Rate the moments that matter
A short grid covers the parts of the experience you care about, such as ordering, delivery, support and billing. Our question library has ready-made customer-experience questions you can edit to fit.
- 04
Read the results by group
Promoters, passives and detractors are set up as groups automatically. Compare them, or any customer groups you define, side by side, with markers where a difference is statistically significant.
- 05
Ask again after a change
Run the same questions after a fix or on a regular schedule, and compare each round with the last.
From the score to the reason
Example: why a meal kit's NPS fell
Net Promoter Score
Subscribers by link, rival users from our panel
Satisfied, by touchpoint
- Choosing meals58%
- Ordering81%
- Packaging70%
- Cooking74%
- Delivery52%
Why detractors gave their score
- Fewer meals I like38%
- Late or damaged boxes27%
- Price for what you get21%
Share of detractors behind each theme
Video answer · detractor
“The new menu has fewer meals my kids will eat, and the last box came a day late.”
TranscribedAI follow-ups
Score
The score fell after a menu change
A US meal-kit subscription sees its NPS fall after a menu change. It sends the survey to recent subscribers by link and adds panel members who use a rival service.
Subscribers and rival users
Touchpoints
Five touchpoints, rated the same way
Everyone rates five steps, from choosing meals to delivery, on the same scale, so the weakest ones stand out.
Lowest: delivery and choosing meals
Reasons
The reasons, sized
Everyone says why they gave their score, in their own words. Answers are grouped into themes, and each theme shows the share of people behind it.
Themes with their share
Video
Detractors, in their own voice
Detractors are also asked for a short video answer. The team can see whether the menu change is the real problem, or only the most talked-about one.
Video answers, transcribed
KPI definitions
What we measure, in plain words
Plain definitions, so everyone reads the score the same way.
- KPI 01
Net Promoter Score (NPS)
How likely people are to recommend you, from 0 to 10. Promoters answer 9 or 10, passives 7 or 8 and detractors 0 to 6. The score is the share of promoters minus the share of detractors, so it runs from -100 to +100.
- KPI 02
Satisfaction (CSAT)
How satisfied people are with you overall, or with one interaction such as a delivery or a support call.
- KPI 03
Customer effort
How easy it was to get something done, such as a return, a refund or a change to an account.
- KPI 04
Satisfaction by touchpoint
The same scale applied to each step you name, so the weakest step is easy to see.
- KPI 05
Reasons for the score
An open question after the score, coded into themes and sized.
- KPI 06
Intent to stay
How likely people are to renew, buy again or switch to someone else.
- KPI 07
Kano feature check
Which features people expect, which ones delight them, and which ones they would not miss.
What you get
What you get
The score, who is behind it and what to fix first.
- 01
Your NPS and who is behind it
Promoters, passives and detractors as shares, the full 0 to 10 spread, and the score for each customer group.
- 02
Satisfaction and effort scores
The share who are satisfied or very satisfied, the share who are not, and the net of the two, for the overall relationship and for single interactions.
- 03
The reasons, sized
Open answers grouped into themes, with the share of people behind each theme and quotes you can use in a deck.
- 04
Weak spots by touchpoint
Each part of the experience scored the same way, so the steps pulling satisfaction down stand out.
- 05
Detractors on video
Optional short video answers, transcribed, so your team can hear the problem in the customer's own voice.
- 06
Answers to follow-up questions
Type a question such as “what do detractors under 35 complain about most?” and get an answer and a chart, checked against the data.
- 07
Files to share
A PowerPoint deck, an Excel workbook, raw CSV data, and a share link you can lock.
Choosing the method
When to use it, and when not to
Use it when
You have a score, or need one, and want the reasons behind it.
Journey mapping
When you need the whole path a customer takes, step by step.
Use insteadAI video interviews
When a theme needs more depth, in people’s own words on camera.
FAQ
Questions, answered
What is a good NPS?
It depends on the category and the customers, so we do not quote a universal target. We also do not have a benchmark database. The most useful comparisons are with your own earlier results, a target you set, or a competitor measured in the same survey.
Should we use NPS or CSAT?
Use NPS for the overall relationship and loyalty. Use CSAT for a single interaction, such as a delivery or a support call. Many studies ask both, and add a customer effort question when a process is the problem.
Can you survey our own customers?
Yes. You can send the survey link to your own customer list, and add panel members if you also want to hear from people who use other brands. We agree how your list is handled before fieldwork starts.
How do we find out why the score moved?
Every score is followed by a question about why. Answers are grouped into themes and sized, and you can cut them by customer group. When a theme needs more depth, a video question with AI follow-ups lets people explain in their own words.
Related
Goes well with
Find out what is behind your score
Tell us who your customers are and what has changed. We will suggest the questions, the touchpoints to rate and who to ask.
Nearest office: Orlando, FL (corporate office)