reviews and customer sentiment
Back to Articles

Measuring Customer Sentiment: NPS and Trustpilot Score

Find out how to monitor and improve the way customers view your brand.

November 21st, 2016


Jessie Johnson

Measuring team performance is an (obviously) important task. As our CEO Sally Chandler often says, “if you can’t measure it; you can’t manage it”. It can also be a difficult task – an accurate measure of your customer service team's overall performance is heavily reliant on what your customers think.

In this blog we're going to talk about the benefits of using both your Net Promoter Score (NPS) and Trustpilot reviews as a way of measuring (and managing) brand reputation and customer sentiment.

How Important are Customer Reviews?

Reviews are an important part of the customer journey. In a 2017 survey, 85% of customers said they trust reviews as much as personal recommendations. That shows how powerful they are as a source of social proof.

But, let's quickly take a step back, what is social proof? At the heart of it, it's the influence that the actions of others have on our behaviour. The 'proof' comes from the notion that if a lot of people say something's great, it must be.

85% of customer trust reviews like personal recommendations 85% of customer trust reviews like personal recommendations

What that means for you is that reviews give customers evidence of the quality of your service that they can relate to. If a customer is unsure on where to buy from but sees comments from other customers about how good your service is, they are then far more likely to buy from you.

Essentially, reviews give customers one more reason to make a purchase and one less reason to look elsewhere.

The 'Domino' Effect

Positive reviews depend on customer satisfaction, customer satisfaction depends on the service you provide and this, in turn, depends on the morale of your employees.

There are many factors that affect an employee's overall performance, two of which are high quality training and a positive working environment.

Improve your team's training by keeping course content specific to a job role and having refresher courses throughout the year.

On the other hand, a good atmosphere is heavily dependent on the ethos of your company:

"We felt it important to focus first on our people when defining our values, rather than specific business objectives...we wanted to encourage growth through rewarding quality, creative thinking and individual and company successes." - Tracy Davies, Chief Engagement Officer, FMO

Understanding this roll-on effect is vital for managing an effective team that creates high customer satisfaction; read more on the impact of employee engagement here.

NPS and CSat Domino Effect NPS and CSat Domino Effect

How can you measure customer satisfaction internally and externally?


Trustpilot is one of the world's largest online review communities. With an estimated 500,000 reviews posted on the site each month, it gives customers the opportunity to read honest opinions of customer experience.

It's an effective external measure of what customers think of your performance and remains available to the public forever (unless it breaches their rules of content). Your TrustScore is an immediate measure of customer satisfaction, based on the reviews you collect on Trustpilot. Positive reviews increase your TrustScore, proving to customers how great your service is.

Thanking customers that have left positive comments will show them that you're invested in maintaining the relationship that you have with them.

Unfortunately, it's not just good reviews that are posted. 65% of customers will share bad experiences online and with friends. So, just one bad interaction with a customer can have a detrimental effect on your reputation. Thankfully, Trustpilot gives you the opportunity to turn things around by letting you engage with reviews directly on the platform.

Of course, there is the old argument that bad publicity is still publicity and that these negative reviews are still brand mentions. But the best thing about negative reviews is that they're an opportunity to prove to customers that, even when things go wrong, you're still dedicated to getting it sorted for them.

customer review replies customer review replies

Responding to these reviews will not only give other customers confidence in your service, it will also improve your reputation.

Over 53% of customers expect a reply to their review within 7 days, but 63% have never had a reply. Fill that expectation gap to grab a chance of differentiating yourself from your competition and attracting more customers.

 Trustpilot forms a bank of social proof for your business over time.  Responding to all reviews shows that you value your customer's opinions, you're invested in their entire journey, and are dedicated to ensuring their satisfaction. This not only encourages them to come back but also reassures potential new customers of the service you provide.

Net Promoter Score

Having an internal measure of customer sentiment is just as useful. One way of gathering this is via NPS. This isn't just a measure of what the customer thinks of your customer service. Instead, it's a measure of how they perceived their entire experience with your company – from the beginning of their customer journey, to the end.

Your NPS is calculated by asking your customers at the end of an interaction one simple question: “How likely are you to recommend us?”. The customer enters a score from 1-10 and can then be split into three different categories based on their answer; detractors, promoters, and passive admirers.

The scores are typically measured a few days after an interaction, allowing the customer time to consider how they truly felt about their experience with you. This means that the customer is neither responding in the heat of a bad interaction, or through the 'rose tinted glasses' you get with a good one. Instead, NPS is a down to earth, unfiltered response which requires no further analysis. 

Customers are placed in this category if they score their experience between a 1 and a 6. The name's on the tin for this one - detractors are not happy. It's important that you follow these scores up as it's this group of customers that are the most likely to post about their experience online.

Passive Admirers:
If customers score their experience between 7 and 8, they're classed as a passive admirer. These people are neither disappointed with the service they received, nor will they go away thinking about how fantastic it was. 

Customers are considered promoters when they score their experience between 9 and 10. Again, the definition is really in the name for this one. These are the happy customers that you want to focus on for endorsing your brand. Encouraging this promotion, by offering discount codes or asking them to invite a friend for a deal on their first order, will make them far more likely to boost your reputation through positive word of mouth.

NPS isn't just a thermometer reading of customer sentiment though - it's a useful training tool too. Because scores are specific to interactions, you can see how your operators are getting on, who needs more guidance or training, and who deserves further recognition for their work. 

net promoter score net promoter score

Trustpilot and NPS as a team

NPS and Trustpilot both pick up where the other lacks, and so are best used together in your brand sentiment strategy.

With NPS you receive a straightforward and direct measure of how the customer felt about your service. You can see how many people will recommend your business, how many are not happy with the service you provided, and how many are on the fence.

Trustpilot balances the inability to respond to an NPS score. Reviews on this platform also give much more information. You can find out exactly what it is your customer was unhappy with and, therefore, what it is you can improve on – be this with your training processes or with the systems you have in place.

By using these two platforms as a team, you're not only benefiting your company - you're also creating a space for trust to grow between you and your customer.

Putting it all together

Measuring customer satisfaction is made up of many different components, but it can be managed with the correct tools and online presence. A company’s success depends on:

  • the opinion of their target audience
  • identifying their opinion
  • and being able to effectively deal with it.

This allows a company to continuously develop and build a trusting relationship with their customers.

If you want some friendly advice on how to gain a more positive online presence or want to learn more about the service we provide, please get in touch with us.


Improve your customer experience with insights from our monthly newsletter. Subscribe today to get started.

Stay Updated
Please type a valid email
Please remember to verify you are not a robot.

Close to try this form.

Please enable cookies to use this form.

Send Email