Summary

• Introduction
• 1. Set Up Your Actions Before Responses Start Rolling In
• 2. Know Your Timing by Score
• 3. 🟢 Promoters: Not Urgent, But Don't Let It Go Cold
• 4. 🟡🔴 Neutrals & Detractors: Reach Out the Same Day or Week
• 5. Read the Sentiment Drivers Behind the Score
• 6. Cross-Check With CSAT
• 7. Close the Loop the Month After
• Conclusion
• 📚 Resources

Introduction

Launching the campaign is just the first step. NPS responses trickle in gradually, thanks to reminders, so customers won't all reply at once. That's exactly why having a clear action plan matters: without one, all that feedback just sits there instead of turning into referrals, saved accounts, or real improvements.

Here's how to handle responses as they come in, based on the score you get.

1. Set Up Your Actions Before Responses Start Rolling In

Crewhu lets you auto-route NPS responses by score, so the right person is notified the moment feedback lands, no manual checking needed. At minimum, set up:

• Detractors & Neutrals: notify the account owner or CSM directly.
• Promoters: notify whoever owns referrals or reviews for that account.

2. Know Your Timing by Score

Not every score needs the same urgency. Here's the cadence to follow:

3. 🟢 Promoters: Don't Let It Go Cold

Promoters aren't a fire to put out, but they are an opportunity with a shelf life. Reach out sometime within the same month of the campaign, while it's still fresh in their minds.

• Ask for a referral: you already have a warm reason to reach out.
• Ask for a Google review: if they haven't left one yet, this is the moment.

Example email:

Hi [Name]!

Thanks for taking the time to answer our recent survey, really appreciate it.

Since you're happy with us, two quick things if you're open to it: know anyone who could use a hand like we give you? Always happy for a warm intro. And if you haven't left us a Google review yet, it'd genuinely help us out: [link]

No pressure either way, just wanted to ask while it's fresh.

Kindly,

4. 🟡🔴 Neutrals & Detractors: Reach Out the Same Day or Week

This is where speed matters. Assign an owner and reach out personally, by email or call, within the same day or week the response comes in.

• Goal is understanding, not fixing on the spot. Ask open questions and learn what's behind the score.
• If they share feedback: you now know exactly what to work on.
• If they don't respond or aren't up for a conversation: log a note on their CRM/account so their CSM or Account Owner knows this customer may be at risk.

Example email:

Hi [Name],

Thanks for your honest answer on our recent survey. I'd love to understand a bit more about what's behind it, so we can actually work on it.

Do you have 15 minutes this week for a quick call? Or if it's easier, just reply here, whatever's more convenient for you.

Kindly,

No response? A short, light nudge is enough:

Hi [Name],

Just floating this back up in case it got buried.

Kindly,

5. Read the Sentiment Drivers Behind the Score

The score tells you how a customer feels. The sentiment driver (the tag they chose) tells you why. Skipping this step means you're reacting to a number instead of the actual reason behind it.

Here's how to read some drivers we recommend using, and what to do with each:

Example: a customer leaves a 7 and selects ROI / Value. You now know exactly where to focus: don't ask generic questions, go in with "I saw you flagged ROI/Value, walk me through where you're not seeing the return you expected." That's a much stronger opening than "sorry to hear that."

6. Cross-Check With CSAT

NPS gives you the big picture, CSAT gives you the day-to-day. Use them together:

• Low NPS + 100% CSAT: that mismatch is a real conversation starter. Ask what's going on.
• No CSAT responses, or low engagement: that's your cue to explain why feedback matters. Without it, you have no way of knowing where you stand.

7. Close the Loop

Once you've worked through the responses, don't let the campaign disappear. In your next monthly update, newsletter, or end-of-quarter check-in, share the action plan based on what customers told you.

This is the step that gets skipped most, and it's the one that makes the whole campaign worth it. It shows customers their feedback led somewhere.

Example: closing the loop in a monthly update

Last month, we ran our annual customer survey.

Thank you to everyone who took the time to answer.

One theme came up clearly: response times on tickets weren't where you expect them to be.

So here's what we're doing about it: we've added an extra tech to the support queue during peak hours, starting this month.

If you flagged something and don't see it here, it's still on our radar. Reach out anytime and we'll fill you in on where it stands.

Kindly,

Conclusion

Run the campaign, follow the plan, and NPS becomes a lot more than a score. It becomes your early warning system and your referral engine.

📚 Resources

• NPS Campaigns
• Pulse NPS - Overview and Navigation
• Pulse NPS - How to Create and Launch a Campaign