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June 13, 2023

NPS or CSAT: which is the ultimate measure of customer health? How do we use Tableau to leverage business insights from NPS/CSAT.

NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) are powerful metrics used to identify the health of a business. While many companies have invested in capturing these metrics, many of them struggle to implement and fully utilize the value derived from them. We can tell you how companies have successfully implemented both NPS and CSAT, and how to use the combined insights generated from them to make business decisions.

NPS and CSAT surveys are valuable tools for companies seeking to improve customer experience and make data-driven decisions. However, the implementation of these surveys can be challenging, as the process varies depending on the product or service being offered. To set up effective NPS and CSAT surveys, companies need to identify suitable platforms and milestones in the customer journey as trigger points for sending out surveys.

Once these surveys are set up, companies need to analyze the vast amount of data collected and derive meaningful business decisions from it. By identifying areas where customers are experiencing difficulties or dissatisfaction, companies can take action to improve the customer experience and increase customer loyalty. The effectiveness of these surveys can be further enhanced by combining NPS and CSAT data to gain a more comprehensive understanding of customer sentiment.

For example, in a project we implemented for a major sports training player in the US, we set up NPS surveys to be sent to customers once every 90 days after availing themselves of training/evaluation services. This was combined with CSAT surveys that were sent after every visit to the training center. By using both surveys together, we were able to gain insights into specific areas of improvement and provide targeted solutions to enhance the customer experience.

To effectively use NPS and CSAT surveys, companies should also design intuitive dashboards that provide a high-level view of metrics that can be drilled down to an individual business unit. This helps stakeholders easily understand the data and make informed decisions to improve the customer experience.


To add more points to this, it’s important to note that the success of NPS and CSAT surveys depends on a few key factors. One of these factors is the wording and structure of the survey questions. Companies should make sure that the questions are clear, concise, and easy to understand for their customers.

Another factor is the timing of the surveys. Companies should aim to send NPS and CSAT surveys at the right time in the customer journey. For example, sending an NPS survey too soon after a customer’s first interaction with a product or service may not yield accurate results, as the customer hasn’t had enough time to form an opinion. Similarly, sending a CSAT survey too long after a transaction may result in lower response rates and less accurate data.

Additionally, it’s important to use the data obtained from NPS and CSAT surveys to drive action and improve the customer experience. Companies should analyze the data, identify areas of improvement, and take action to address customer concerns. This can include making changes to the product or service, improving customer service, or providing additional training for employees.

Finally, it’s important to remember that NPS and CSAT are not the only metrics that companies should use to measure customer satisfaction and loyalty. Companies should also consider other metrics like customer churn rate, customer lifetime value, and customer acquisition cost to get a holistic view of the customer experience.


For our client, we created two dashboards, one for NPS and the other for CSAT. We ensured that the dashboards were designed similarly in terms of look, feel, and functionality, to avoid any confusion for high-level stakeholders. The NPS dashboard provided data over a fixed range of periods, such as month-to-date, quarter-to-date, year-to-date, previous month, previous quarter, and previous year. In contrast, the CSAT dashboard was more flexible, allowing users to choose their start and end dates to view data.

Both dashboards provided a high-level view of the metrics and allowed for drilling down to individual business units for more detailed analysis. We also incorporated additional features like filtering, sorting, and exporting data to Excel for further analysis.

To make the dashboards more user-friendly, we used data visualizations like charts and graphs to represent the data effectively. We also ensured that the dashboards were responsive and could be accessed on multiple devices, including desktops, tablets, and mobile phones.

Overall, these dashboards provided our client with valuable insights into their customers’ satisfaction levels and loyalty by helping them make data-driven decisions to improve their products and services.

The dashboards also had a view where the metrics were plotted over a specific period selected based on the number of times customers have availed the service; the customers were grouped on buckets 1-5, 6-10, 11-20, 21-30 and >30.

A geographical view was also provided where in NPS/CSAT was populated in a map to do a cluster level analysis.

The NPS dashboard also had a section to search subjective comments customers have given based on a keyword search.

Prior to building the dashboards, tracking of the metrics was done in isolation, with no historical data available for retrospective analysis. This made it difficult to identify patterns and trends in customer behavior, and limited the ability to take targeted action to improve customer satisfaction and retention.

With the implementation of the dashboards, the metrics were tracked and analyzed together, providing a more comprehensive view of the customer experience. This allowed the company to identify specific areas of improvement, such as user-friendly payment methods, and take action to address them.

In addition, the dashboards provided historical data on the metrics, which enabled the company to conduct trend analysis and track progress over time. This allowed the company to see if the changes they implemented were having the desired impact on customer satisfaction, and adjust their strategy accordingly.

Furthermore, the dashboards allowed for deeper analysis of the data, such as identifying trends in customer feedback and behavior by business unit or service offering. This provided a more nuanced understanding of the customer experience, allowing for more targeted and effective action to be taken to improve it.

Overall, the implementation of the dashboards transformed the way the metrics were tracked and analyzed, enabling the company to take a more data-driven approach to improving customer satisfaction and retention.

In summary, NPS is a measure of customer loyalty and advocacy, while CSAT measures satisfaction with a specific product or service. Both metrics are important for measuring customer health, and the choice of which one to use will depend on the specific needs of the company. For example, if a company is focused on improving customer loyalty and advocacy, NPS may be a better fit. But if the company is focused on improving the quality of a specific product or service, CSAT may be more appropriate.

About Decision Foundry

Decision Foundry is a Salesforce, independent software vendor, managed services provider, and a certified award-winning Salesforce Marketing Cloud integration partner. Decision Foundry closes the gap between data accessibility, platform adoption and business impact. Our consulting services include the integration of Data Cloud, Account, Engagement, Personalization, Tableau, and Intelligence.