Quantitative research

Customer Satisfaction & NPS in India

Measure loyalty and find the levers that keep customers coming back.

Quick answer

Market Research India runs customer satisfaction & nps across India: 400–2,000 per cycle, continuous or 2–3 weeks in field, and an nps dashboard, driver analysis and closed-loop action lists routed to the owning team.

Proposal in 24 hours
Scoped, itemised and fixed-fee.
50 cities, 14 languages
Our own supervised field teams.
Senior-led, NDA-first
A research director on every project.

2,400+

Projects delivered

Cities with field teams

Industries covered

Indian languages

The decisions this study answers

Commission this when one of the questions below is holding up a decision. If your question is not on the list, say so in the brief — we would rather recommend a different method than sell you this one.

Which touchpoint is actually costing us loyalty?
What separates a promoter from a passive in our base?
Is the score falling overall, or falling in one channel or region?
Which detractors are recoverable, and how quickly must we reach them?
What does a one-point improvement here mean for retention revenue?

How we run it

5 stages, with one research director accountable across all of them. The person who scopes the study is the person who presents the findings.

1
Decide what the score is for
We agree upfront whether this is a board metric, an operational trigger or both, because the design is different for each.
2
Map the touchpoints
The customer journey is broken into measurable moments so feedback attaches to a specific interaction rather than to the brand in general.
3
Field at the right moment
Transactional surveys fire within 24 hours of the interaction, while relationship waves run on a cycle that avoids survey fatigue.
4
Model the drivers
Regression identifies which touchpoint scores actually predict the overall rating, which is rarely the one teams assume.
5
Close the loop
Detractor cases are routed to a named owner with a service-level target, and recovery is tracked as a reported metric.

At a glance

Customer Satisfaction & NPS — typical study parameters

Typical scale: Continuous transactional feedback, or 400 to 2,000 relationship interviews per cycle
Fieldwork window: Transactional surveys run daily; relationship waves field in two to three weeks
Lead time: Programme live in two to three weeks, including integration with your ticketing data
Coverage: Your own customer base, segmented by product, channel, tenure and service history
Languages: Customers contacted in the language on their account record
Core methods: NPS programmes · CSAT surveys · Touchpoint analysis · Closed-loop feedback
Reporting: An NPS dashboard, driver analysis and closed-loop action lists routed to the owning team
Best suited to: Finding the specific thing that loses customers

What you receive

3 named deliverables, each written to be used rather than filed. Everything ships with the underlying data, so your team can keep working after the debrief.

NPS dashboard
A dashboard with NPS and CSAT by segment, channel, region and tenure, with the base size shown on every cut.
Driver analysis
A driver model that ranks touchpoints by how much they actually move the score, so effort goes to the two that matter.
Action plans
Action lists routed to owning teams with the verbatim attached, plus recovery tracking on every detractor case opened.

Quality control in the field

Fieldwork in India fails quietly when nobody checks it. These controls are run on every customer satisfaction & nps study, by a quality team that reports separately from the field team.

Silent live monitoring
Supervisors listen in on at least ten per cent of live calls, and on the full recording of any interview the system flags for pace or routing.
Logic locked into the script
Routing, quotas and range checks sit in the CATI script, so an interviewer cannot skip a filter or force a response to close a quota.
Call-back discipline
Up to five attempts across different days and day-parts before a number is retired. This is what keeps a telephone sample from becoming a daytime sample.
A number-level audit trail
Every dial, outcome and duration is logged, so contact, response and refusal rates are reported from the record rather than estimated.
Sampling protected from selection bias
Invitations are sent to a systematic sample of all transactions, not only to resolved tickets, so the score is not quietly flattered by who gets asked.

Method choice

Customer Satisfaction & NPS, or one of these instead?

Most briefs can be answered more than one way, and the wrong instrument is the most expensive mistake in research. Here is how customer satisfaction & nps compares with the two methods buyers most often weigh against it.

	Customer Satisfaction & NPS	Brand Health Tracking	Mystery Shopping
Best used for	Finding the specific thing that loses customers	Knowing whether the brand is actually moving	Seeing what your customer actually experiences
Typical scale	400–2,000 per cycle	300–1,000 per wave	100–2,000 visits
Fieldwork window	Continuous or 2–3 weeks	2 weeks per wave	2–4 weeks per wave
Evidence produced	A score tied to the drivers behind it	A continuous, comparable time series	Observed behaviour, with proof attached
Projects to a population
Relative cost	Low per response, priced as a programme	Annual commitment, lower per wave	Low per visit, scales with coverage

Where this method stops

Measuring NPS without a closed loop changes nothing. The score is only useful if someone is accountable for acting on it.

City coverage

Where this work is strongest

We field in all 50 cities, but these are the markets where this method has the most to offer — because of the infrastructure, the respondent base or the sectors concentrated there.

Before you brief us

Frequently asked questions

How long does a customer satisfaction & nps project take?

Transactional surveys run daily; relationship waves field in two to three weeks. Programme live in two to three weeks, including integration with your ticketing data. Analysis and reporting add a further one to two weeks, so most studies close inside six to ten weeks from brief to debrief.

What sample size do you recommend?

Continuous transactional feedback, or 400 to 2,000 relationship interviews per cycle. The right number is set by the smallest subgroup you need to report separately, not by a round figure, and we will say when a smaller sample would answer the question just as well.

What drives the cost of customer satisfaction & nps in India?

Incidence and audience difficulty first, then scale, the number of cities and languages, and the depth of reporting. Relative to other methods on this site, the cost profile is: low per response, priced as a programme. Send a brief and you get a fixed-fee proposal within 24 hours.

When is customer satisfaction & nps the wrong choice?

Measuring NPS without a closed loop changes nothing. The score is only useful if someone is accountable for acting on it.

How do you control quality in the field?

Supervisors listen in on at least ten per cent of live calls, and on the full recording of any interview the system flags for pace or routing. Beyond that, sampling protected from selection bias: invitations are sent to a systematic sample of all transactions, not only to resolved tickets, so the score is not quietly flattered by who gets asked.

Can international teams commission this from outside India?

Yes. We report in English, run calls across US, European and Asian time zones, and handle local-language fieldwork and translation end to end.

Study at a glance

Discipline: Quantitative
Typical scale: 400–2,000 per cycle
Field window: Continuous or 2–3 weeks
Projectable: Yes
Relative cost: Low per response, priced as a programme
Cities covered: 50

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Keep exploring

Everything built on this method

8 metros, 42 Tier 2 markets, 30 sectors and 15 guides, each applying customer satisfaction & nps to one specific context.

Tier 1 metros

Full-scale fieldwork, viewing facilities and senior decision-maker access.

Tier 2 markets

Each city covered from a local field base that also reaches the surrounding districts.

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By industry

The same method applied to one sector’s audiences, vocabulary and buying process.

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Guides and pricing

Cost drivers, briefing checklists and buyer guides written for this method.

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Other quantitative methods

Closest alternatives, where a different instrument may answer the question better.

Every other service

The full method set, from qualitative immersion to strategic modelling.

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Next step

Ready to scope a customer satisfaction & nps study?