Customer NPS - Key Pain Points

Challenge

A food-commerce startup collecting customer feedback had no structured way to measure satisfaction across the different dimensions of its product — food quality, delivery experience, app usability, and pricing. Feedback existed but was scattered, unquantified, and disconnected from order behaviour, making it impossible to identify which customer segments were most dissatisfied or what was specifically driving poor scores.

Solution

Designed and built a multi-dimensional NPS tracking dashboard integrating survey responses with order history data across four satisfaction dimensions: Affordability, Culinary, Delivery, and App Experience. Each dimension had its own NPS score, time-series trend line, rating distribution chart, and root cause categorisation — so a drop in Delivery NPS could be immediately traced to specific complaint types such as "Not On Time," "Agent Not Friendly," or "Location Not Found." The dashboard included qualitative comment tables with ratings, filterable by customer segment, date range, AOV, total orders, and loyalty days — allowing the team to cross-reference satisfaction scores against customer value and behaviour. A record count of 67 surveyed customers was tracked against the full customer base to monitor survey coverage over time.

Impact

Transformed qualitative customer feedback into a structured, quantified, and actionable measurement system for the first time. Delivery NPS of 83.33% validated the core operational promise, while App NPS of 34.38% clearly flagged the digital product as the primary area requiring intervention — directly informing the product team's priorities.

The ability to filter by customer segment and order behaviour meant the business could distinguish between high-value customers who were dissatisfied and low-value customers who were dissatisfied, enabling prioritised response.

Complaint categorisation reduced the time from "we have a problem" to "we know exactly what the problem is" from days to minutes.

Topics:

NPS Measurement, Customer Satisfaction Analytics, Multi-Dimensional Feedback Analysis, Root Cause Analysis, Qualitative Data Quantification, Customer Segmentation, Time-Series Trend Analysis, Digital Product Analytics, Survey Analytics

Tools:

Looker Studio, MySQL

QuickLook Images

A multipage interactive dashboard using Looker Studio, BigQuery and SQL

Page 1: Executive Summary - NPS Performance Overview

Provide a high-level summary of the overall NPS score and its trend over time. Allow business users to quickly filter by key segments (e.g., order value tiers, customer tenure) to identify broad areas of concern. Visualizations should clearly highlight the distribution of promoters, passives, and detractors.

Page 2: Deep Dive into Pain Points and Timelines

Enable users to investigate specific areas of low NPS and associated customer feedback. This page will display key pain points identified in each area, their evolution over time, and the ability to filter by high-value orders, total order count, last order date, and assignment of issue resolution (if applicable). This facilitates prioritization of critical issues impacting valuable customers.

Page 3: Qualitative Customer Feedback Analysis

Present verbatim customer comments and feedback associated with different NPS scores and areas of concern. Implement text analysis capabilities (if feasible within Looker Studio or as a follow-up analysis) to identify recurring themes and sentiment within the feedback.

Page 5: Customer Profile Analysis of Feedback Providers

Offer insights into the profiles of customers providing feedback (e.g., purchase frequency, average order value, demographics if available and relevant). This can help identify if specific customer segments are disproportionately represented in the negative feedback.

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