FrodX is one of our successful examples of using the InstantFeedback service and HubSpot as a CRM system. FrodX conducts an NPS survey every six months with all contacts who have had at least one direct interaction with their support team employees or have been involved in one of the projects. It is a classic NPS survey, where they first ask about the likelihood of recommendation, followed by a survey with six questions.
In 2024, the survey included 818 people. Over 9% responded to the survey, or 74 people, 15 of whom responded only after the second prompt. (Follow-up prompts for participation in NPS/CSAT surveys, according to our statistics, almost always contribute at least 20% additional respondents, which is why we always recommend them.) The survey revealed an NPS score of 49, identifying 38 people who classified themselves as promoters.
To explore whether the identified promoters could actually be activated to provide recommendations, they decided to try to obtain reference statements from all 38 promoters, which would be used for promotional activities online, on social media, in direct mailings, and marketplaces from where they receive customer inquiries.
They created a "post-NPS" activation campaign, the course and messages of which you can download. An automated but highly personalized email from the director was sent to each respondent with a score of 9 or 10, thanking them for participating in the survey. The email revealed their score compared to the overall score and showed them their answer to the only open question in the survey. They were asked if their answer could be used for publication in the mentioned places. Each had the option to further edit the statement themselves or leave it to FrodX and request final approval of the statement. They were also asked if the logo of their organization could be used and specified the locations where they allow publication. To achieve the highest possible response rate, the director offered a short thank-you conversation – providing access to his calendar for scheduling a time slot. A quarter of the recipients responded, and the company directly identified two new sales opportunities based on these conversations.
All who responded and confirmed their statement for publication for promotional purposes were also sent a modest promotional gift and a thank-you letter from the director by mail.
The campaign also included an additional follow-up reminder, which also played an important role.
The flow of the recommendation campaign and the text of the messages can be downloaded.
This confirms that additional prompts are an important element of the success of surveys and contribute to better sample representativeness. This can be good practice for many service companies that work on projects with clients and provide customer care to users of their solutions. This specific example has proven to be a good way to further connect with clients after project completion and establish additional communication based on positive leverage. In the three months following this survey, FrodX, with this approach, realized two additional projects with existing clients and started collaboration with one new client, who recognized their acquaintance in the published satisfied customer statements and consequently decided to collaborate with FrodX also due to the recommendation.
The Role of Feedback in Customer Satisfaction
Leveraging satisfied customers boosts revenue by driving referrals and repeat business, reduces acquisition costs through authentic testimonials, and strengthens client retention. Optimizing feedback processes improves efficiency, cuts costs, and enhances ROI. This approach turns positive experiences into measurable growth and competitive advantage.
Example of the Follow-Up Campaign
Email 1: Thank-You Email with Score Disclosure and Request for a Statement
Subject line: Thank You for Your Support! Would You Allow Us to Share Your Opinion?
Email 1a: Call for a Short Statement for Public Publication
Subject line: Would You Share One More Thought with Us?
Hello [Name],
Thank you very much for participating in our NPS survey and rating our services with a score of [your score]. I am very pleased that you are satisfied with our services.
I would like to invite you to share a short comment with us that we could use for public publication. Your opinion is very valuable to us and our future clients. We want to share it on our websites, social networks, and newsletters.
If you need help crafting the statement, we can have a conversation, and I will write it down and send it to you for approval. We would also like to use your company's logo if you allow it.
Could you help me with this request?
Thank you for your support and trust!
Best regards,
CEO
Email 2: Thank-You and Offer for a Short Conversation
Subject line: Can We Have a Quick Call?
Hello [Name],
Thank you for participating in our survey and sharing your opinion about our services. Your feedback means a lot to me and helps us improve.
If you have a few minutes, I would like to personally invite you for a short conversation as a thank-you. You can easily schedule a time in my calendar here:
[CTA button: "Select a Time for Our Conversation"]
I would greatly appreciate the opportunity to chat with you and look forward to your further feedback.
Best regards,
CEO
Email 3: Follow-Up Reminder for Participation
Subject line: Your Opinion Means a Lot to Us – Can We Publish It?
Hello [Name],
A few days ago, I sent you an invitation to participate in our campaign to publish your feedback. Since your responses are extremely valuable to us, I would like to kindly ask you once more to help us share best practices.
If you allow us to publish your opinion, you can do so by clicking on the link below. We are happy to further edit the statement according to your wishes if needed.
[CTA button: "I Confirm Publication" / "I Want to Edit the Statement"]
Thank you for your time and trust.
Best regards,
CEO
Email 4: Thank-You Letter and Promotional Gift
Subject: Thank You for Your Support – A Small Token of Our Gratitude
Hello [Name],
On behalf of the entire FrodX team, I would like to sincerely thank you once again for allowing us to publicly share your opinion. Your support is extremely important to us and helps spread positive experiences among users of our solutions and services.
As a small token of appreciation, we are sending you a modest gift that we hope you will enjoy.
I look forward to continued collaboration. If you need any support, I am always available.
Best regards,
CEO