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Transactional Net Promoter Score for Targeted Insights

Kate Williams

Last Updated:  

27 December 2023

6 min read

It is common knowledge that Net Promoter Score can propel a business to new heights. You might also know about transactional NPS and relational NPS.

But what do you think works better?  Focusing on an overall experience or individual aspects of a customer journey and improving each touchpoint experience. I think the latter.

Well, you need not decide already. Maybe you might get clarity by the end of this blog as you learn about the meaning, importance, benefits, and best practices to enhance transactional NPS.

Off we go!

What is Transactional NPS?

Transactional Net Promoter Score (TNPS) is a customer satisfaction metric that focuses on evaluating and understanding customer loyalty and satisfaction based on specific transactions or interactions with a company.

Instead of looking at the big picture, TNPS zooms in on specific moments when your customers interact with you – like making a purchase or reaching out for support.

Here’s how it works: After these interactions, we pop the question to your customers, asking, “How likely are you to recommend us based on this interaction?” They give a score from 0 to 10, where 0 means they’re not likely at all, and 10 means they’re super likely.

We then categorize customers into three groups:

  • Promoters (score 9-10)
  • Passives (score 7-8)
  • Detractors (score 0-6)

Now is where the math happens. We subtract the percentage of Detractors from the percentage of Promoters, giving us a TNPS score. This score is like a report card, showing you how well you made your customers happy at that moment.

You can consider SurveySparrow’s NPS software for this. Quickly turn valuable feedback into actionable insights for sustainable growth and success!


Grow, listen, improve, and analyze with the platform! Try it out for free!

Importance of Transactional NPS

Why does TNPS Matter?

Think of Transactional Net Promoter Score as your business’s superhero cape for customer happiness. Why does it matter so much?

  • Insights on the Spot: TNPS gives you the power to know precisely how your customers feel right after interacting with you. No waiting around – it’s like a live report card for your customer service or product experience.
  • Rapid Response to Challenges: Because it is specific to each interaction, it helps you spot and fix problems quickly. If something doesn’t go smoothly, TNPS alerts you so you can swoop in and make it right before it becomes a more significant issue.
  • Creating Super Fans: It isn’t just about avoiding problems but creating fans. When you ace those interactions, you turn customers into promoters. These people shout from the rooftops about how excellent your business is.
  • Staying Ahead of the Game: You must be at the forefront if you want to succeed. TNPS keeps you on your toes, adapting and improving based on what your customers say right now, not last quarter.

Types of Transactional NPS Surveys

Transactional surveys are like snapshots of customer happiness, capturing insights at specific moments to fine-tune your business strategies.

TNPS doesn’t believe in a one-size-fits-all approach. Instead, it offers a variety of survey types.

Let’s explore some Transactional NPS survey varieties:

Post-Purchase Surveys: Capturing Immediate Sentiments

Your customer just made a purchase – now what? Post-purchase TNPS surveys dive into the immediate aftermath, capturing sentiments right after the transaction. This type of survey is perfect for understanding the customer experience at the crucial point of purchase.

Read More: Post Purchase Experience: Meaning, Benefits, and Ways to Improve

After-Service Interactions: Uncovering Service Satisfaction

Service interactions can make or break the customer experience. TNPS surveys after service interactions allow you to delve into the satisfaction levels regarding the assistance or support provided. It’s a targeted way to ensure your customers leave with a smile.

For example, if you conducted a webinar, sending out a feedback form right after the program makes sense, right? Instant feedback is key!

Product Interaction Feedback: Elevating Product Satisfaction

How do customers feel about your product after using it? TNPS product interaction surveys help you gather feedback on the user experience, features, and overall satisfaction, allowing you to improve where they matter most.

How To Calculate Transactional NPS

Now that we’ve dipped our toes into the world of Transactional Net Promoter Score (TNPS) let’s look at the process of calculating this powerful metric.

Well, it’s simpler than you might think!

Here’s the Breakdown:

The first step is to pop the magic question.

After a customer interaction, ask, “How likely are you to recommend us based on this interaction?” The customer responds with a score of 0 to 10, where 0 means not likely and 10 means super likely.

Next, categorize your respondents. As mentioned above, they are:

  1. Promoters (Score 9-10): These are your super fans.
  2. Passives (Score 7-8): They’re content but not jumping with joy.
  3. Detractors (Score 0-6): Those who might need a little bit more love.

Lastly, do the math.

Subtract the percentage of Detractors from the percentage of Promoters. That’s it! You now have your TNPS score.

NPS = Percentage of Promoters−Percentage of Detractors

Best Practices to Ensure Higher Response Rate for TNPS Surveys

So, getting the customers to chime into your Transactional NPS surveys isn’t just a number game.


Timing is Everything: Choose Wisely

  • Hit them with the survey while the experience is still fresh in their minds. For post-purchase, send it shortly after delivery.
  • For service interactions, strike while the support iron is hot.
  • Test different timings to find the sweet spot for your specific audience.

Keep Short, Sweet, and to the Point

  • Nobody has time for a survey marathon. Keep your TNPS survey short and focused on the essential questions.
  • Test different survey lengths to find the optimal balance between detail and brevity.

Craft a Killer Subject Line: Intrigue from the Start

  • A compelling subject line sets the tone. Make it clear, concise, and maybe intriguing to pique curiosity.
  • A touch of creativity never hurts. Test different subject lines to see what resonates.

Express Gratitude: Show Some Love

  • People appreciate being heard. Express gratitude for their time and feedback. A little “thank you” can go a long way.
  • Consider a small incentive like a discount or exclusive content for completing the survey.

Mobile-Friendly Magic: Optimize for Devices

  • Most people are glued to their smartphones. Ensure your TNPS survey is mobile-friendly for seamless completion on any device.
  • Test the survey on various devices to catch glitches and ensure a smooth experience.

Personalize, Personalize, Personalize: Make It About Them

  • Generic surveys are snoozefests. Personalize your TNPS survey to make customers feel like their opinions truly matter.
  • Use their name, reference recent interactions, or tailor questions based on their history.

Multi-Channel Mastery: Reach Them Where They Are

  • Don’t limit yourself to just one channel. Utilize email, SMS, or even in-app notifications to meet customers where they’re most likely to respond.
  • Track response rates across channels to identify the most effective ones for your audience.

Test and Iterate: A/B Testing for the Win

  • Test different elements – from timing to wording – and constantly refine your approach based on what works best.
  • Keep a close eye on metrics and iterate on your survey strategy regularly.

5 Must ask Transactional NPS Survey Questions

1. How likely would it be for you to recommend our brand after your recent purchase?

Touchpoint: Post-Purchase Satisfaction

This question gauges the overall satisfaction of customers immediately after making a purchase. It helps understand how well the buying process – from browsing to checkout – aligns with customer expectations.

2. On a scale of 0 to 10, how likely will it be for you to recommend our customer service based on your recent interaction?

Touchpoint: Service Interaction Check

Focused on service-specific feedback, this question zeroes in on the quality of customer support. It allows businesses to assess and enhance service interactions, ensuring customers feel valued and supported.

3. After using our product, would you recommend it to others?

Touchpoint: Product Experience Probe

This question delves into the customer’s experience with the product itself. It helps gather insights into product satisfaction, uncovering potential areas for improvement or optimization.

4. How satisfied were you with the checkout process today?

Touchpoint: Checkout Process Evaluation

Targeting a specific touchpoint in the customer journey, this question focuses on the checkout process. For e-commerce and retail businesses, a smooth and hassle-free checkout is critical, making this question valuable for identifying areas that may impact the overall experience.

5. Following your recent support experience, how likely will you recommend our company?

Touchpoint: Post-Service Check-In

This question assesses customer satisfaction post-service interaction. It is particularly relevant for businesses providing ongoing support. Understanding how well customer issues are resolved builds a positive brand perception.

Wrap Up!

Did you understand that transactional NPS surveys are not just about numbers?

TNPS lets you peek into customer satisfaction at specific moments – from purchases to service interactions. The benefits? Swift issue fixes, loyal fans, and a competitive edge.

And, it is your way to constant improvement.

Ready for the TNPS journey? Sign up with SurveySparrow and turn insights into success.

Kate Williams

Content Marketer at SurveySparrow

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