How to collect NPS and VOC data without annoying the customer


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Most brands ask their customers for feedback, typically via email with a couple of basic questions, predominantly to capture an NPS score. We’ve already touched on how brands can use the Voice of the Customer to capture much more than just an NPS score. But how do you capture this information effectively?

Customers likely receive multiple requests for this feedback on a weekly basis. You’re a customer yourself, so will be familiar with them. How do you capture genuine feedback without the risk of annoying or upsetting the customer by asking for it?

Firstly let’s take a look at what not to do:

Send them an email before they have even left the store

One of our colleagues purchased an item a few weeks ago, and before he had even walked out of the store had received an email asking how he would rate his experience and if he would recommend the brand to others. We’re talking literally seconds here. There was no recognition to him as a customer, just a “tell us how good we are” type email. Send timely messages and don’t make them all about you!

Not take their feedback on board

Explain how seriously you take feedback into making things better for the customer. And show them their opinion matters, that you are willing to make changes. I’m sure you’ve received a “you told us, we listened” email in the past – this adds so much credibility to the brand and proves a ‘customer first’ mentality.

Bombard them with emails if they have given you a low NPS score

If a customer has given a low NPS score, you need to take time to resolve the issue. During this time, suppress communication with them. The customer will feel unvalued and that you don’t care about the poor experience they had with your brand if you continue to communicate with them as though nothing has happened, especially if you are asking them to refer a friend.

Make it complex

Customers are time poor. Don’t send them a lengthy, complex survey asking for information that you know full well, nothing will happen with. Make it as simple as possible for them to respond.

What to do:

Ensure your first contact with the customer is a thank you

Before jumping straight into the “would you consider returning for a future purchase?” and “would you refer us to your friends and family?” questions, show some appreciation. That customer chose to shop in your store, above the many other options available. Thank them for their custom, without asking for anything in return.

Ask for genuine feedback

Go beyond asking what they would do, ask them open questions to get a clearer idea of what they intend to do and ways in which you can improve. By asking an additional 2-3 questions, you will gain a lot of actionable insight.

Reward them for their time

An incentive goes a long way. If they’re a member of your loyalty program, reward them with points or an alternative reward which has real value to them, even if it is low cost to you. If not, offer to enter their details into a prize draw, or make a charitable donation for each response received.

Be personal

Reference their purchase in the communications that you send them when asking for feedback. Show a photo if possible. But don’t be too descriptive i.e. thanks for purchasing a chai latte with skim milk and 1 sweetener. Also don’t sign off the communications from ‘customer service’ or the ‘customer experience team’. Give the customer a point of contact.

Be accessible if something has gone wrong

When asking for feedback, provide a contact point for any complaints or issues that the customer may like to discuss. If you deliver a quick resolution, the customer will likely feel better about your brand than before the problem occurred. UK retail banking company, Metro Bank’s CEO responds personally to every written complaint the bank receives. He does this for a number of reasons; firstly to ensure a quick resolution to keep the customer happy and demonstrate how much he appreciates them taking the time to contact him with the issue. It’s also his ear to the ground, learning about customer pain points and how the bank can do things better to improve the experience. Similarly, Umpqua Bank in the US have a phone in every branch with a button connecting them directly to their CEO. You can’t get much more accessible than that!


Brands need customer feedback in order to enhance internal operations and the customer experience. So how you go about getting this feedback matters.

Consider the customer in your communications, it’s not all about boasting your NPS score to the world, but rather, listening to your customers to make positive changes.

Follow the above do’s and don’ts when implementing a post-purchase comms strategy. Show the customer you care and that their opinion matters.

Michael Barnard
Michael oversees a team of Customologists with combined talent across strategy, data science, and technology, who help brands understand and influence customer behaviours. Michael’s experience in human centred design is foundational in our principles of design thinking and starting with the customer, focusing on how brands engage, keep, and grow customers.


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