Relational customer surveys

The former focuses on the overall customer relationship and loyalty, while the latter focuses on specific touchpoints, such as a sale or a customer service interaction.

We measure both using NPS surveys. The relational dimension is measured with rNPS, while the event- or transaction-based dimension is measured with tNPS. There are many similarities between the surveys, but also clear differences.

rNPS for existing customers

The relational customer analysis reveals satisfaction with your company, providing a broad, high-level picture. rNPS is best suited for long-term customer relationships, such as ongoing subscriptions and SaaS, whereas tNPS is typically more appropriate for a one-off online purchase of rubber mats, perfume, or slippers. For many companies, however, it makes sense to use both.

Because the focus is on the relationship, the timing of the survey is important. The questions should not be triggered by a specific action, as this would bring the survey too close to a tNPS. Nor should they be asked the moment the ink on the contract has dried, as customers do not yet know you well enough.

This is why effective rNPS surveys are typically planned and conducted on a recurring basis – often set up as a flow that makes it easy for you to manage.

At Loyalty Group, both rNPS and tNPS surveys are most often part of a broader initiative. In our view, the results only become truly valuable when they are supplemented with additional insights. The reasons behind the responses usually contain far more valuable knowledge than the scores alone.