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Measuring Customer Sentiment: NPS and Trustpilot Score

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

November 21st, 2016


Jonny Campbell

Everybody has an opinion, and your customers are no exception. Reputation for a business is vital to success and the effect of online reviews can greatly impact upon this – both positively or negatively. Can you afford to ignore what your customers are saying?

Customers can be swayed towards or away from a business on a whim, and it can often be one component of an interaction that frames a customer’s opinion of a brand. An American Express Survey found that 78% of people would never return to a company if the customer service was poor. This could potentially cause a massive loss of revenue from people going elsewhere. Losing a sale is bad enough, but what happens if the customer posts a bad review of your business? 88% of people treat an online review in the same esteem as they would treat a review from a friend. The power of the customer review is not something to be taken lightly.

Here at FM, we tackle customer reviews on two main fronts – Net Promoter Score (NPS) and TrustPilot reviews. Using these two methods, we have helped shape the customer services of some of the UK’s biggest and brightest companies.

Net Promoter Score

A company’s Net Promoter Score (NPS) is calculated by asking a customer a simple question:

“How likely are you to recommend us?”

Here, there is no deep insight, no probing into how they felt – it’s a question that requires a straight forward answer.

In this instance, the answer is a number between 1 and 10, with 3 key boundaries within each section, as outlined below: 


If people score an experience between 1 and 6 – they’re considered to be a detractor. These are people who have had a bad experience and may never return. They may also actively tell people about the bad experience, causing a knock-on effect. A detractor in a business sense can cause a massive issue for the reputation of the brand.

Passive Admirers

A score of 7 or 8 is a “passive admirer”. These are people who will probably return, but may not necessarily rave about you to the world. Passive Admirers are still critical, as they can easily be swayed towards a detractor or a promotor.


A score of 9 or 10 are your promoters. These are the ones you want to focus on for promoting your brand and, ultimately, the people who you want to shout about your business. For any business, they are critical to boosting an online reputation by generating positive word of mouth.

We have our fair share of experience with NPS. We were asked by one of the UK’s biggest logistics firms to handle their entire customer service operation, including WebChat, Social Media, SMS and Phone services. When we started back in 2012, we were on an NPS of just 2, with a lot of the same issues recurring. Three years down the line and we have a consistent score of 8.2 and our client couldn’t be happier at how we’ve turned the brand around.

With NPS, you can see how well you’re performing internally. But what can you do so the world can see how great you are? Introducing Europe’s biggest review site for businesses – TrustPilot.


By focusing on business reviews, TrustPilot allows customers to see honest reviews of customer service.

Founded in 2007, TrustPilot broke away from the hotel reviews (TripAdvisor) and food reviews (YELP) that swarmed most online review sites. By focusing on business reviews, it allows customers to see honest reviews about customer service for different companies, and, as demonstrated previously, can tip a customer towards (or indeed away from) your brand.

Our experience of TrustPilot is an extremely successful one. We took control of the customer services for a heavy goods distributor back in 2014 as their TrustPilot score was lagging at 1.2. After 18 months of work, we are now consistently at a rating of 8.4 – the highest in their sector.

So, NPS can allow you to manage a business on an internal level and TrustPilot means customers can see how good your business really is, but how can you use them to get the best from your employees?

A review, unless it breaches rules on content (such as profanity) cannot be removed and will forever remain attached to the business. If a positive review is posted online, great – you have a positive advert for your brand. If it’s negative, do you hide and hope it goes away? Definitely not, or at least we don’t at FM.

If a customer posts a negative review about a brand that we manage, we actively endeavour to turn that customer’s opinion around by personally calling them to ensure we can deal with the situation. We will seek to convert them from a detractor all the way to a promoter. That way, what started out as a negative result could turn into a positive, as the customer will see you going the extra mile. For one of our teams, we have a dedicated TrustPilot section who spend hours trying to turn those frowns upside down.


Bringing the two together

Once you have decided to implement NPS and TrustPilot, it’s time to get your CS teams on the same page. For this to work it’s vital to ensure that the level of service is exemplary to help you stand out from the crowd. NPS allows you to take a look at all of your staff and see who needs more guidance and who deserves a bonus. It’s a great indicator of how a customer felt a specific agent handled their enquiry. Once that interaction is over, a customer can go in several directions. They can:

  • Leave relatively content (passive)
  • Leave disgruntled and actively discourage the brand (detractor)
  • Leave delighted and will mention the brand in a positive manner (promotor).

Here at FM, we are determined to put a smile on the face of every customer we deal with. Are you finding it hard to build a high level of customer service? We have a dedicated team with years of collective experience, producing fantastic results and turning companies around. Get in touch with us today about how we can revolutionise your customer services.


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About the author

Jonny Campbell
Position of Project Lead