NPS Feedback Loop
Measure loyalty and act on it: one rating question by email, a WhatsApp nudge for everyone who never answered, and a follow-up that puts detractors back in touch with a human.
Feedback loop (NPS & CSAT)
Best practice
Email
Survey/Form
WhatsApp
14 days
- Day 1 · 10:00
NPS Email Invite
The single-question email that asks how likely the customer is to recommend you.Template: Survey Invitation Email - thenDay 1 · 10:00
NPS Survey
The hosted rating scale that collects the score and the reason behind it. - thenDay 4 · 10:00
WhatsApp Rating Reminder
A different-channel nudge for the contacts who never opened the email.Hi Sofia, we have just one question: on a scale of 0 to 10, how likely are you to recommend Acme Software to a friend or colleague? It takes a single tap, and your answer tells us exactly where we stand — and where we need to do better. - repliedDay 5 · 09:30
Detractor Follow-Up
The close-the-loop email that reopens the conversation with unhappy customers.Template: Action Required Email - thenDay 6 · 11:00
Promoter Thank-You
A short thank-you for the customers who rated you highly — segment on the score before this goes out.Hi Arjun, thank you for sharing your feedback with Acme Hotels. Every response is read by a real person on our team, and your comments go straight to the people who can act on them. We'll let you know when your suggestions turn into improvements.
NPS Email Invite bounced → WhatsApp Rating Reminder
| Day | Channel | Event | Description | |
|---|---|---|---|---|
| Day 1 · 10:00 | Email | NPS Email Invite | The single-question email that asks how likely the customer is to recommend you. | |
| Day 1 · 10:00 | Survey/Form | NPS Survey | The hosted rating scale that collects the score and the reason behind it. | |
| Day 4 · 10:00 | WhatsApp | WhatsApp Rating Reminder | A different-channel nudge for the contacts who never opened the email. | |
| Day 5 · 09:30 | Email | Detractor Follow-Up | The close-the-loop email that reopens the conversation with unhappy customers. | |
| Day 6 · 11:00 | WhatsApp | Promoter Thank-You | A short thank-you for the customers who rated you highly — segment on the score before this goes out. |
Included automation
When "NPS Email Invite" is bounced → "WhatsApp Rating Reminder"
When "WhatsApp Rating Reminder" is replied → "Detractor Follow-Up"
Why this works
NPS is only worth running if you act on it: ask one question close to the experience, change channel rather than repeat yourself, then get detractors back to a person within days.
- Ask the rating question on its own — every extra question placed before the score lowers the response rate and biases the answer.
- Escalate to WhatsApp on day 3 instead of emailing twice: a different channel reaches non-responders, a second email mostly reaches the same ignored inbox.
- Follow up with detractors within a few days, while the complaint is still current, and answer personally instead of automating the apology.
- Track the score next to the share of detractors you actually closed the loop with — the follow-up, not the number, is what moves retention.
Measure: Net Promoter Score