Measuring customer happiness and loyalty

Measuring someone's happiness and loyalty sounds complicated, and it is. But, rather than bury businesses in data, there's already a tried and tested way to reduce how customers feel about a business to a single number. It's the Net Promoter Score.

How would your customers rate you?

A Net Promoter Score calculation provides a quantified measurement of how customers react to a product or service. It provides a simple and easy-to-understand baseline by answering one question: would your customers recommend you? Because if they don't, is it likely they want to remain a customer?

Mobile phone with NPS survey on display

Making sense of the data

Many organisations are already swimming in Net Promoter Score feedback from their customers. However, most struggle to make sense of all the quantitative data, draw valuable insights and take effective action to close the loop and improve their customer satisfaction, loyalty and Net Promoter Score.

Proto experience designer highlighting a document Proto experience designers at their desks

Measure customer happiness and loyalty

Understand what your customers value most to improve products and services that drive business growth


The benefits of an outside-in approach

With growing business demands, internal teams are time poor. Therefore, setting aside resources to work through thousands of customer responses whilst synthesising the learning into meaningful themes and customer drivers can be a difficult and often less urgent priority whilst driving business-as-usual.

Business leaders often come to us with a sense of paralysis when tasked with redesigning and improving the service experience for their customers. 

Net-Promoter-Score scorecards

The 95 : 5 ratio

In our experience, quantitative-based reports provide roughly 5% of the deep customer insight needed to understand the voice of your customer and drive change. Quantitative data will tell you what customers are doing along the customer journey. However, qualitative data will tell you why they are behaving that way.

Action net promoter score feedback

On a recent project our client shared with us some previously undertaken research which stated "65% of customers believed that value means 'Great customer experience when I call / email' and 53% of customers believe it means 'Tailored service / advice'.

What can you do with that? What should our client do to deliver a great experience during a call or an email? What does tailored service and advice even mean?


When interpreted correctly, the insights will also tell us exactly how to prioritise and successfully implement customer-focused initiatives. This is why so many other CX projects are stuck looking and never actually leaping.

Proto help organisations facing significant challenges in turning data into actionable insights, maybe it's time to re-evaluate your approach.

Proto experience designer looking data on a wall and taking notes Book open to a page called Business insights

Hoyts NPS successes

To create a cinema experience that would truly set them apart from other entertainment providers HOYTS needed to understand precisely what their customers wanted from them. By using NPS to provide them with an accurate picture of their customer's needs and motivations, Proto was able to bring HOYTS' aspirations to life, creating value from research by incepting an updated customer strategy, facilitating staff empowerment and enabling the transition to an experienced-based customer interaction model.

Happy Hoyts employee and Proto researcher improving the cinema experience

"From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned."

Matthew Liebmann, Former Chief Operating Officer at Hoyts

Measure customer happiness and loyalty

Understand what your customers value most to improve products and services that drive business growth


Delivering phenomenal outcomes

“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark
Felicity Clark Customer Experience Manager

Creating empathy to deliver outstanding results

“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”

Michael Storey
Michael Storey Manager of Customer Research and Strategy at Sydney Water

Halving your customer churn

“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean
Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level

“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned.”

Matthew Liebmann
Matthew Liebmann Former Chief Operating Officer

Enabling customer-centric design

“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”

Lucy Turner
Lucy Turner CX Design Launch Manager

Exceptional prototyping

“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti
Sharon Nanetti Optimal Care Program Director

Prioritising what matters

“Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson
Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS

“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell
Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas

“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets
Coen Horrevoets Head of Product

Award-winning customer experiences

“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arni Selvarajah
Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve

“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson
Matthew Anderson Chief Operating Officer

Service innovation at scale

“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland
Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies

“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Thompson
Sarah Prescott-Thompson General Manager Shared Services

A partnership for CX

“Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you’re looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!”

Customer Experience Specialist

Unique Product Innovation

“Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.”

Anthony Justice
Anthony Jusitce CEO