Bachem AG, a biopharmaceutical industry supplier, uses the Net Promoter Score (NPS) to gauge customer loyalty and satisfaction. However, challenges to the current NPS surveying approach, such as low response rates and potential misalignments in feedback processes, have prompted the need to reevaluate and enhance these practices.

This thesis utilized a mixed-methods approach, combining an extensive literature review with qualitative analyses, including interviews with experts and internal stakeholders. The methodology enabled a comprehensive exploration of both theoretical frameworks and practical applications related to customer satisfaction and loyalty metrics within the industry.

The study found that while the NPS remains a valuable tool, its effectiveness could be significantly improved by customizing survey methodologies to meet the distinct needs of Bachem AG’s various customer segments. The research highlighted the importance of setting clear, actionable objectives for customer surveys and integrating them more effectively with the company’s CRM systems. To address the identified challenges, several strategic recommendations were made, including enhancing survey design and sampling processes to eliminate biases and exploring alternative KPIs like the Customer Effort Score (CES) and Customer Satisfaction Score (CSAT). These measures are designed to further understanding of customer needs and improve the utility of feedback for strategic decision-making.