Skip to main content
Customer satisfaction metrics are leading indicators of loyalty and advocacy. When tracked against known customer profiles, they become far more actionable than anonymous survey scores.

​
Net Promoter Score (NPS)

NPS asks: “How likely are you to recommend us to a friend or colleague?” on a 0-10 scale. Responses segment into three cohorts:
ScoreCohortWhat it means
0-6DetractorsUnhappy customers at risk of churning
7-8PassivesSatisfied but not advocates
9-10PromotersActively recommend the brand
NPS = % Promoters − % Detractors The score ranges from −100 (all detractors) to +100 (all promoters). Australian retailers should aim for an NPS well above +50 from their active customer base. When to send: 2-4 weeks after a recent purchase, no more than every 6-12 months per customer. This keeps the score anchored to a fresh experience.

​
Customer Satisfaction Score (CSAT)

CSAT asks: “How satisfied are you with your recent experience?” tied to a specific interaction. Common CSAT scales:
ScaleFormatWhen to use
CSAT 2Thumbs up / thumbs downQuick post-purchase check
CSAT 3Good / neutral / badWhen explicit neutrality matters
CSAT 44-star ratingNuanced without a neutral midpoint
CSAT 55-star ratingStandard post-interaction survey
CSAT 77-point scaleDetailed opinion measurement
CSAT is more transactional than NPS, it measures satisfaction with a specific event (a purchase, a service interaction, a return) rather than overall brand sentiment. Because CSAT scores in Omneo are attached to tracked interactions, they can be aggregated by store, staff member, and product category, not just by customer.

​
NPS vs CSAT

NPSCSAT
MeasuresAdvocacy and brand loyaltySatisfaction with a specific interaction
TimingLifecycle (periodic)Transactional (post-event)
Scale0-10Varies (2-7 points)
BenchmarkingIndustry benchmarks availableMore internal/comparative

​
The value of tracked (not anonymous) feedback

Most survey tools collect anonymous scores. Omneo connects feedback to individual profiles, which means you can:
  • Identify and respond directly to unhappy customers (Detractors)
  • Reward Promoters with exclusive recognition
  • Cross-reference satisfaction scores with spend, tier, and visit frequency
  • See which stores or staff drive the highest and lowest satisfaction
Genuine, intentional feedback is an earned benefit for the customer and an asset for the brand.

​
Follow-up questions

After a primary NPS or CSAT score, consider asking one or two follow-up questions:
  • “How was the staff knowledge?”
  • “How well did the product meet your needs?”
  • “Was the store environment comfortable?”
  • Free-text: “Tell us more about your experience”
Free-text responses surface sentiment and specific issues that numeric scores can’t capture. When connected to a CS platform like Zendesk or Gorgias, issues that warrant a response can be actioned directly.

​
Sending satisfaction surveys via Omneo

Omneo fires satisfaction survey triggers via Reactions. The typical setup:
  1. Configure a reaction on transaction.completed
  2. Apply a delay (e.g., 14 days)
  3. Use a target.send action to fire the survey request to your comms platform
  4. The comms platform sends the survey email
  5. The score response is sent back to Omneo and attached to the profile
Score data returned to Omneo is stored as a custom attribute and can be used in subsequent reactions (e.g., issue a recovery benefit to Detractors, or send a thank-you to Promoters).