Types of customer survey (and the benefits of each)

Customer feedback is one of the most valuable tools a broker can use to strengthen their business. As client expectations continue to evolve and online reviews increasingly shape how people choose financial services, understanding what your clients think is essential. 

In this blog, we’ll look at why feedback matters more than ever, and how using it effectively can help you stand out, adapt to change and build trust in a reputation-driven market. To get started, let’s look at two of the most useful metrics you can use: NPS and CSAT.

What Are NPS and CSAT?

NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) are two of the most widely used feedback tools across all industries, and for good reason. They’re simple, efficient ways of gauging how clients feel about your service, and can highlight what’s working, what’s not, and how you can more consistently deliver the service they expect. Let’s take a closer look at each:

• NPS - Measures client loyalty by asking how likely a client is to recommend you to others, on a scale from 1 to 10. It gives a high-level overview of overall satisfaction, and groups responses into three categories - Promoters (who scored 9-10), Passives (7-8), and Detractors, (0-6) - to determine a net score.
• CSAT - Captures immediate feedback after a specific interaction, like a call or submitting an application. It helps you understand clients on a more granular level at different points in their journey, and uses a scale (usually from 1 - 5) to rate customers’ satisfaction. 
  
  

Which is best for your business?

The good news is, you don’t have to choose between them. Instead of looking at them as either-or options, using both in tandem can help you get a deeper look at your clients’ experience. The real value comes from knowing when and how to use each. 

For instance, CSAT’s a great check-in tool during onboarding, application submission and follow-up calls. It helps you catch pain points early and make small, timely improvements when it matters most. 

To understand long-term client trends, NPS is the one. Asking for feedback once a deal is complete gives you a clearer view of the overall experience. By giving you a big-picture view, you’ll discover long-term patterns - including areas where trust may be being built (or lost), and how you can strengthen your referral strategies.

 For ideas on how to encourage reviews from clients, read this blog post here.

How to make the most of feedback

Collecting feedback is the first step. To truly benefit from surveys, you need to put that feedback into action. First, you should look for trends and friction points across both CSAT and NPS: Are there common themes among the lower ratings? Do certain stages consistently trigger positive feedback? Pattern recognition can help you pinpoint areas for improvement. 

Once you’ve identified problem areas, use it to adjust your operations. Maybe you need to tighten up communication during the application stage, or make your advice more accessible to first-time buyers. Small changes can make the biggest impact.

It’s important to close the loop with your clients, so be sure to thank them for their input, a simple follow-up message will work. Let them know it isn’t just a measuring stick, but a tool for continuous improvement. 

Leverage positive feedback on public platforms

When someone shares positive feedback, that’s your cue to amplify it. Encouraging satisfied clients to leave public reviews, especially after strong NPS (9–10) or CSAT scores, can help build trust with future clients and strengthen your reputation.

Start by following up with a simple thank-you and a direct link to platforms like Trustpilot. A well-timed, friendly request makes it easy for clients to share their experience while it’s still fresh.

You can also reuse positive comments (with permission) as testimonials across your website or social channels. Real client voices carry weight and turning private praise into public proof is a smart, low-effort way to show the quality of your service.

Responding to reviews - building trust with every reply

Every review is an opportunity to show clients that you’re listening. Whether glowing or critical, a thoughtful response shows you work with full transparency and can build trust over time.

Encourage clients to leave reviews by replying with care, thanking those who leave positive reviews, and acknowledging any constructive criticism with a calm, solution-focused tone. When appropriate, you could also link to helpful resources like FAQs or guides that provide clarity and show you care about ongoing support.

Keeping an eye on review sentiment can highlight hidden patterns in client behaviour and thought. Your small, consistent responses can add up to a big impression.

What next

Harnessing client feedback isn’t just about collecting data, it’s about using insights to improve how you work and how your brand is perceived. NPS and CSAT give brokers a clear view into both individual touchpoints and the overall client journey, which can lead to better service, stronger relationships and a reputation that speaks for itself.

If you’re just getting started, begin with something simple like a single NPS email after deal completion, and build from there. The key is consistency and a willingness to listen.

To help you put this into practice, take a closer look at our blog on creating customer surveys here.