Understanding Satisfaction and NPS in Oomiji

The Satisfaction section of Oomiji is where companies measure how customers feel about their brand or service. It uses Net Promoter Score (NPS), a widely recognized loyalty metric, as the core measurement framework. To jump straight to our AI feature spotlight, click here.

This article explains what NPS is, how Oomiji extends it beyond a simple score, and where Satisfaction fits in the rest of your Oomiji workflow. Every other article in this section assumes you have read this one.

Net Promoter Score (NPS) was developed by Fred Reichheld, a consultant at Bain & Company, and introduced in his 2003 Harvard Business Review article "The One Number You Need to Grow." NPS is now used by companies worldwide, from small businesses to major corporations, as a standard measure of customer loyalty.

What NPS Is

NPS is a single-question survey that asks a customer how likely they are to recommend your product, service, or organization to a friend or colleague, on a scale from 0 to 10. Based on the answer, every respondent falls into one of three categories:

  • Promoters respond with a 9 or 10. They are loyal, enthusiastic customers who are likely to return and to recommend you to others.
  • Passives respond with a 7 or 8. They are satisfied but not enthusiastic. They are unlikely to actively recommend you and may switch to a competitor if given a reason.
  • Detractors respond with a 0 through 6. They are unhappy customers who are unlikely to return and may discourage others from buying from you.

Your overall NPS score is calculated as the percentage of Promoters minus the percentage of Detractors. Passives are counted in the total response pool but do not contribute to the score directly. The result is a number between -100 and 100. A higher score is better, and any positive score is generally considered acceptable.

Why the Follow-up Question Matters

A score on its own tells you how customers feel. It does not tell you why. A score of 42 could reflect strong product quality dragged down by a shipping problem, or it could reflect weak product quality propped up by excellent customer service. Those two situations call for very different responses, but they produce the same number.

The Oomiji NPS conversation pairs the 0-to-10 rating with a required open-ended follow-up question asking for the primary reason behind the score. Every response captures both pieces of data on the same respondent record: the number and the language behind it. This means a Detractor who says "shipping took three weeks" is distinguishable from a Detractor who says "your product broke within a month," even though both contribute identically to the score.

This pairing is the foundation of every other capability in the Satisfaction section. Without the Why response, you have a number. With it, you have a diagnosis.

What Oomiji Adds to Standard NPS

Most NPS tools stop at the score and a list of verbatim comments. Oomiji extends the measurement in three specific ways, all built on the paired rating plus Why structure:

Response data available for segmentation

When a contact responds to your NPS conversation, three pieces of data become available as segmentable fields throughout the platform: their NPS Rating (the 0-10 score), their NPS Comment (the verbatim text of their Why response), and their NPS Group (Promoter, Passive, or Detractor). These fields appear in both the Satisfaction segment builder and the Database segment builder, and can be combined with any other contact attribute (landing page source, custom fields, mailing list membership) when defining a segment. Note that these fields are not currently surfaced on the individual contact profile view; they exist in the data layer for filtering and segmentation, but you will not see an NPS history when you open a single contact's record.

AI analysis of the Why responses

Oomiji's AI categorizes open-ended Why responses into themes that are specific to your business and your responses (for example, a wine retailer might see Quality, Taste, and Service themes, while a software company might see Pricing, Onboarding, and Support themes). The categories are derived from the actual language in your responses, so the theme labels you see will reflect what your customers actually wrote about. The result is a ranked bar chart of causal drivers, viewable on the Satisfaction dashboard under the section labeled "What your customers say."

AI analysis follows the same trigger rules as Insights conversations. It runs automatically once 50 responses with open-ended answers are collected within 7 days of activating your conversation. After it runs, a Refresh AI Insights button becomes available for manual updates once every 24 hours. For a walkthrough of the on-screen dashboard and the downloadable report, which pairs actionable insights with recommended next steps, see Navigating the Satisfaction Dashboard.

Segmentation by score and by reason

Because the NPS Rating, NPS Comment, and NPS Group fields are segmentable, you can build segments that combine the score with the reason.

A segment of Detractors who mentioned shipping is a different audience from Detractors who mentioned product quality, and each can receive a different follow-up message through Interaction. For the mechanics of building these segments, see Segmenting and Acting on NPS Responses.     

Where Satisfaction Fits in Your Oomiji Workflow

Satisfaction is the closing loop in a cycle that runs across all five sections of the platform:

  • Database holds the contacts you are measuring.
  • Growth brings new contacts in through landing pages.
  • Insights asks them broader questions about their preferences, needs, and experience.
  • Interaction sends them email based on what you have learned.
  • Satisfaction measures whether any of it is working, and feeds that measurement back into segments you can act on in Interaction.

The result is a feedback loop. NPS tells you who is unhappy and why. Segmentation lets you group those customers by reason. Interaction lets you respond to each group with a targeted message. The next NPS send tells you whether the response worked.

Oomiji complements tools like Mailchimp, Klaviyo, and Shopify by giving you the customer insight layer that sits underneath those sending and selling tools.

Is NPS the Right Measurement for You

NPS is well-suited to measuring overall loyalty and identifying causal drivers of satisfaction across a customer base. It is less well-suited to measuring the quality of a specific transaction or a single support interaction, which are better captured by CSAT (Customer Satisfaction) or CES (Customer Effort Score). If you need that kind of transactional measurement, you can build a standard conversation in the Insights section with the question types you need, rather than using the NPS conversation in Satisfaction.

What's Next

Once you understand the framework, the other four articles in this section cover the mechanics:

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