₹1 Lakh Store — 90-Day D2C Playbook for Indian Founders

11 — Customer Ex

NPS & CSAT Framework

Net Promoter Score tells you if customers will recommend you. Track it weekly, act on it daily. A single detractor can cost you ₹50,000+ in lost referrals. A single promoter can bring you ₹1L+ in lifetime value.

NPS TrackingCSAT MonitoringPromoter StrategyDetractor Recovery

50+

NPS Target

World-class is 70+

70%+

CSAT Target

Customer satisfaction rate

Weekly

Survey

Pulse check frequency

<24hr

Act on Detractor

Response SLA

NPS Score Ranges

NPS Range	Rating	What It Means	Action
0-30	Poor	More detractors than promoters. Serious CX problems.	Stop marketing, fix product/experience first
30-50	Good	Decent but room for improvement. Some vocal detractors.	Focus on detractor recovery + passives conversion
50-70	Excellent	Strong advocacy. Most customers recommend you.	Double down — ask promoters for reviews/referrals
70+	World-class	Exceptional. Customers are your marketing team.	Maintain, don't coast — keep innovating

Survey Timing & Channels

Survey Type	When	Channel	Question
Post-Delivery NPS	7 days after delivery	WhatsApp	"How likely are you to recommend us? (0-10)"
CSAT (Satisfaction)	After support interaction	WhatsApp / In-app	"How was your experience today? (1-5)?"
CES (Effort)	After checkout	Email	"How easy was it to find what you needed?"
Pulse Check	Monthly to all customers	Email	"How has your experience been with [Brand]?"

Promoter Strategy (9-10)

Turn promoters into your growth engine

Ask for reviews: Send Google/Shopify review link within 24 hours

Referral invitation: Invite to referral program with bonus reward

UGC request: Ask for photos/videos for social media

Beta access: Give early access to new products

Feature them: Share their story on your social channels

Goal: Each promoter brings 2-3 new customers

Detractor Recovery (0-6)

Act fast — every hour counts

Respond within 24 hours: Call or WhatsApp, never just email

Acknowledge the issue: "We hear you and we're sorry"

Offer immediate resolution: Refund, replacement, or credit

Follow up in 7 days: Verify the fix actually worked

Log and pattern-match: If 3+ people report the same issue, fix the root cause

Goal: Convert 70% of detractors to neutral or promoters

NPS formula: % Promoters (9-10) minus % Detractors (0-6). Passives (7-8) don't count. A score of 50 means 75% promoters minus 25% detractors. Track weekly, share with your whole team, and tie improvements to specific actions.

NPS & CSAT Checklist

Set up NPS survey tool (WhatsApp or Typeform)

Send 7 days after delivery to every customer

Create CSAT survey for post-support interactions

1-5 rating after every WhatsApp or email support conversation

Build promoter playbook: review ask + referral invite + UGC request

Automate within 24 hours of receiving a 9-10 score

Build detractor playbook: acknowledge + resolve + follow up

Respond within 24 hours, resolution within 48 hours

Set up weekly NPS tracking dashboard

Track trend over time, not just individual scores

Create pattern-matching log for recurring complaints

If 3+ people report same issue, fix the root cause

NPS Range

Rating

What It Means

Action

0-30

Poor

More detractors than promoters. Serious CX problems.

Stop marketing, fix product/experience first

30-50

Good

Decent but room for improvement. Some vocal detractors.

Focus on detractor recovery + passives conversion

50-70

Excellent

Strong advocacy. Most customers recommend you.

Double down — ask promoters for reviews/referrals

70+

World-class

Exceptional. Customers are your marketing team.

Maintain, don't coast — keep innovating

Survey Type

When

Channel

Question

Post-Delivery NPS

7 days after delivery

"How likely are you to recommend us? (0-10)"

CSAT (Satisfaction)

After support interaction

WhatsApp / In-app

"How was your experience today? (1-5)?"

CES (Effort)

After checkout

"How easy was it to find what you needed?"

Pulse Check

Monthly to all customers

"How has your experience been with [Brand]?"