CSAT measures satisfaction with a specific interaction, step, or delivery. NPS measures the stated willingness to recommend the company, product, or service on a standardized scale.
- check_circleCSAT and NPS should not be treated as the same indicator.
- check_circleThe sample and timing of the send influence the result.
- check_circleFeedback without an owner and action becomes just a number.
Use CSAT and NPS for different questions
CSAT is usually applied right after a service interaction or step to evaluate that experience. NPS observes a broader relationship and should be sent at moments that allow the customer to evaluate the whole.
Mixing scales, texts, and audiences prevents comparison. Each survey needs a documented objective, question, scale, and calculation rule.
Choose the moment without pressuring the customer
The survey can be sent when a conversation ends or at a journey milestone. Repeated sends, right after transfers or before resolution, tend to measure the annoyance of the process, not the experience intended to be evaluated.
Channel and message must respect consent and context. On WhatsApp, the window, template, and current policies also play a role in the design.
Link the response to what actually happened
Queue, channel, topic, owner, time, and outcome help interpret the score. Access must respect permissions and avoid turning the survey into a tool for individual exposure without process analysis.
Open-ended responses can reveal causes that the scale does not show. Consistent categories help gather topics without erasing the customer's voice.
Define what happens with a critical score
A low score can open a task, forward to a team, or request a review, according to rules and capacity. The customer should not receive an automatic promise that no one will be able to fulfill.
Closing the loop records contact, cause, action, and outcome. This history separates real recovery from a mere attempt to improve the indicator.
Read trend, sample, and context
Response rate, profile of respondents, and changes in the sample influence the series. Comparing teams or periods without observing these factors can lead to unfair conclusions.
Use the survey alongside reopens, transfers, complaints, and operational data. Satisfaction helps ask better questions, but does not replace process analysis.
Measure only what the team can follow up on
Define objective, timing, scale, audience, and action for critical scores before automating the send.
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