NPS® and Loyalty

How Customer Service Teams Impact NPS

Net Promoter Score®, or NPS, measures customer loyalty and predicts business growth. This form of customer feedback assesses the relationship between a company and its customers. The proven metric asks how likely you would be to recommend the brand to a friend or colleague, and provides the core measurement for CX management programs across the globe.

While NPS measures more than CX at a single touchpoint, it’s important to know that contact center agents – those on the front lines of the customer relationship – have an influence on NPS and thus customer loyalty and business growth.

In fact, according to the latest NICE Satmetrix B2C NPS Benchmarks, 88% of customers who had recently interacted over the phone with a customer service agent stated that the interaction had an influence on the score that they provided for likelihood to recommend that brand – NPS. Further, a full 47% said their experience with the agent had a major influence.

NPS Benchmarks

See how your Net Promoter Score measures up in your industry and get data-driven insights into your competition’s NPS drivers.


Customer service has a real impact on NPS and loyalty.

90% of consumers report that customer service influenced the Net Promoter Score they gave a brand.

Driving Loyalty & Business Growth: Get the Whole Picture

When considering measuring brand loyalty, it’s helpful to frame to your own experiences with a brand. If you think about it, there are a wide range of factors that you consider before recommending the brand to a friend. Since the experience is multifaceted, over time, so is your consideration for recommendation. That is why it is important to ensure that your Voice of the Customer (VOC) program is matched to the comprehensive customer experience – so all touchpoints and factors are collected and quantified to maximize insights and business outcomes.

Understand the contact

Understand This Contact

Measure concrete effort drivers that can be isolated and explored beyond just issue resolution.

Various contact paths taken before closing the loop

Know What Came Before

  • What did they try first to answer their question or solve their issue?
  • What is the contact path they took?
  • Why weren’t they able to get a resolution in earlier channels?

When customer service teams understand and can act on what customers say, think, and feel across the omnichannel experience, interactions are more enlightened and more effective. A contact center armed with holistic customer feedback is enabled to adjust and evolve to match their customers’ needs. Workflows can be aligned to contextual considerations, and high-value customers can be saved from switching brands. Direct, indirect, and operational data bring insights together to inform recommendations, and optimize transaction success that increase customer satisfaction (CSAT).

NPS and tNPS: Use the Right Survey at the Right Time

Many contact centers recognize the need to assess individual interactions with their agents. This practice helps leadership to identify training gaps to target agents with personalized training and boost CSAT, increase first call resolution (FCR), and reduce average handle time (AHT), all while maximizing the overall operational performance of the contact center.

Since measurement is the key to improvement, transaction-based surveys are valuable to collect customer input that informs closed-loop actions. A best practice in contact center administration is to use Interactive Voice Response (IVR) surveys, initiated post-call. If during this transactional survey the customer is asked their likelihood to recommend the brand to a friend or colleague based on that interaction, the score is called “tNPS” for transactional or touchpoint NPS.  

What You’re Measuring

What are you measuring? Transactional Interaction

Who You’re Talking To

Who are you talking to? Transactional Contractors

How Specific You Need

How specific do you need? Transactional Specific

tNPS is highly correlated to CSAT for transactional surveys, as contrasted with NPS, which measures the overall relationship with the brand. To impact brand loyalty, you need a holistic view of the omnichannel customer experience which incorporates direct, indirect and operational feedback. Contact centers can then lead the way in breaking down silos for NPS improvement, with a holistic VOC program that measures the experience of all channels – including the in-between.

NPS Benchmarks

Close the Loop on Customer Issues and Drive Strategic Change

with the only complete and integrated holistic VOC solution, driving performance outcomes from the contact center, and beyond.

Customer Journey Mapping for the Contact Center

Impact Experience Transformation

Impact Closed-loop Action