Measuring customer satisfaction and assessing their experience is important for any contact center. That’s when NPS for Contact Centers steps in. NPS stands for “Net Promoter Score”, and it’s a metric that assesses customer satisfaction.

NPS for contact centers

 What is NPS?

The Net Promoter Score (NPS) is a survey centered on one single question. The recipients are asked to rate their likelihood to recommend a company, a product, or a service to a friend or colleague. It’s a customer loyalty and satisfaction measurement widely used in businesses. 

Collab uses NPS as a key measurement. We ask our customers and partners to rate us in order to improve our services. We also encourage our network to use this metric because it’s simple and easy-to-implement, while it gives contact centers a solid understanding of satisfaction and areas to improve.

Our NPS is a two-part questionnaire. The first part asks our customers to rate our business on a scale of 0 to 10. The second part is an optional follow-up, open-ended question as to why the specific score was given. We will then trigger internal workflows to improve on the most mentioned areas.

How to start an NPS Survey

You can send your NPS and collect answers in a myriad of ways. At Collab we use email- you can see how it looks in the video on the left. We send an email to our audience and track the clicks to provide in-depth reporting. The mail displays a scale from 1 to 10. Each number is represented with a star.

When the user clicks on a star, a form opens and asks about the user’s motives. This form is optional; even if it’s not filled up, we will get the grade point through the click.

In the email’s bottom section, there is a short explanation about what NPS is.


NPS Categories 

According to the rating, the votes are classified into three categories. The NPS categories are detractors, passives and promoters. We use the feedback provided to gain insights on how we can improve our services.


1 to 5: Detractors

This is the lowest NPS score and an indicator that something is wrong with customer experience. Detractors are unsatisfied and they could stop doing business with you and dissuade others from trusting in your brand.

In Collab NPS, we try to understand the whys and how we can improve. When there’s a click on a grade from 1 to 5, the user is redirected to a form with the question: “What was missing or disappointing in your experience?”.

After submitting, a thank you message appears: “Thanks for your feedback. We highly value all ideas and suggestions from our customers. In the future, our team might reach out to you to learn more about how we can further improve, so that it exceeds your expectations.”

6 to 8: Passives

Passive users are satisfied but the score could be better. If the click is from 6 to 8, Collab asks the question: “What is the one thing we could do to make you happier”. After submitting, a thank you message appears: “Thanks for your feedback. Our goal is to create the best possible service, and your thoughts, ideas, and suggestions play a major role in helping us identify opportunities to improve.”

9 and 10: Promoters

These are the best scores and we strive to achieve them. For 9 and 10 scores, the form asks: “What do you like most/least about COLLAB?”. The following message appears after submission: “Thanks for your feedback. It’s great to hear that you’re a fan of COLLAB. Your feedback helps us discover new opportunities to improve  and make sure you have the best possible experience.”


NPS Formula

To obtain your NPS result, calculate the difference between the percentage of Promoters and Detractors. NPS varies from  -100 and +100.

Net Promoter Score that is below 0 is considered to be low and a bad indicator for any company. Therefore, keeping your NPS above 0 is a must. An NPS above 70 is considered very good. Keep in mind that NPS benchmarks vary, so you might need to browse for industry benchmarks to get an understanding of how you are performing. For instance, according to this source, SaaS companies’ NPS benchmark in 2020 was 30.

NPS for contact centers

Introducing CES – Customer Effort Score

We all agree that NPS is an insightful useful metric and its standardization makes it easier for businesses to use. However, when talking about customer experience metrics, there’s another strong player: the Customer Effort Score (CES). This is a metric that determines how much effort was required to use the product or service. To sum it up, CES measures the ease of service experience with an organization or service. According to Gartner, customer effort is the strongest driver of customer loyalty.

It works by asking customers to rate the ease of using products or services on a scale of “very difficult” or “very easy. Usually, the scale is from 1 to 7.  To calculate CES, apply this simple method: Customer Effort Score = Sum of all Customer Effort Scores ÷ Total number of respondents.

CES is becoming an increasingly popular metric because it is proven that customers enjoy having their issues timely solved and a smooth, fast experience. On the other end,  high effort experiences result in disloyalty because the customer will be prone to switch to another provider.  For instance, in customer support, customers resent having to contact the company repeatedly to get an issue resolved, to be transferred several times, to repeat authentication, to provide the same information to several reps… This type of experience can be traumatic and change a loyal customer to a displeased one. The solution for the company would be to remove obstacles to respond to the expectations of the customer by using a streamlined contact center that stores and displays customer data and historic, so the customer service representatives can solve the issue quickly and drive loyalty and satisfaction.