Net Promoter Score

Safeguard Data and Boost NPS in Fintech with Personalized Survey Links

Nov 30, 2023

9 mins read

Manisha Khandelwal

Measuring NPS in fintech industry serves as an indicator of customer satisfaction and loyalty. Fintech companies that make a real effort to up their customer experience game and boost their NPS scores are setting the stage for solid and long-lasting connections with their customers. It’s the secret sauce for success in the cutthroat fintech market – happy customers, happy business!

But here’s where it gets a bit tricky. The intricate dance between complex financial products, regulatory constraints, and the constant demand for seamless user experiences makes it hard to gauge customer satisfaction

For fintech software development companies, there’s a double duty – not only do they need to offer top-notch financial services, but they also have to keep their customer’s data safe. Regular surveys can sometimes mess with this delicate balance, risking the privacy of data. Striking the right chord between getting feedback and keeping things locked down is a real head-scratcher.

But, how to do that? Let’s find out!

The Fix – Personalized Unique Survey Links

Over the years of working with many Fintech companies, I have found that personalized unique links offer a cutting-edge solution to the challenges posed by traditional survey methods. 

These links, facilitated by advanced NPS software, act as secret doors to gather feedback without putting data at risk. Unlike generic surveys, these links are tailor-made for individual customers, ensuring a personalized and secure feedback collection process.

→ Here’s a list of the top 15 NPS tools to help you create personalized unique survey links and gather feedback safely.

I have personally experienced some amazing benefits of these links while working with fintech companies. Some of them are: 

Benefits of Using Personalized Unique Links in the Fintech Sector

  • Enhanced data security: Using personalized unique links helped me mitigate the risks associated with traditional fintech surveys as it directly addresses data security concerns. Each link is unique to the recipient, ensuring confidentiality. 
  • Increased response rates: The personalized nature of the links fosters a sense of importance and relevance for customers. This helped me to have higher engagement with the NPS scale question and increased response rates
  • Customization for targeted feedback: These links provide customization options. Using these links, I have customized survey questions based on individual user interactions and behaviors, yielding more specific and actionable insights. 
  • Accurate tracking of survey responses: The unique links facilitate precise tracking of responses, which allowed me to analyze NPS feedback trends and implement targeted improvements.

Boosting NPS is not a one-time process, it requires continuous analysis and improvement. But fret not, with SurveySensum’s CX consultation from CX experts you can track, and analyze your NPS effectively. So, sign up today to start your NPS journey today!

Now, let’s dive into a real-time fintech case study on how it improved its NPS with these customized links.

Case Study: Fintech Success with Personalized Unique Link

The Challenge

A major Fintech company in India was facing the challenge of keeping its customer’s personal information secure while gathering feedback from them.  So, in a bid to ensure data security, all the while measuring and improving their NPS, they collaborated with SurveySensum.

The company had a large number of customers with sensitive personal data and they wanted to send NPS surveys to their customers in a bid to improve its NPS in Fintech and Banking. But their major concern was with the leak of sensitive personal data of its customers. If their customers can’t trust them with their personal data then it doesn’t reflect good on the company’s reputation.

The Solution – Step-By-Step Process

Now, in order to send surveys to them they were brainstorming solutions to keep the PII of these customers safe and secure. 

So, what’s the solution here? – Personalized Unique Survey Links.

1. They Imported Data Specific to Each Customer ID

Every company maintains a customer ID for each customer. This ID is mostly a randomly generated numeric string which is used as a primary key. The client made use of this numeric string and imported the data corresponding to each ID preventing the need for accessing PII outside the system.

Here’s how they executed this process:

  • They masked their customer IDs using the SurveySensum masking application.
  • These masked customer IDs were then uploaded to the SurveySensum system where unique survey links were generated and uploaded to the bank’s server.
  • Then these unique survey links were sent to the customer via the WhatsApp number that the customers were already familiar with.
  • The feedback was collected, analyzed, and displayed in the SurveySensum dashboard.

This image is a pictorial representation of the workflow of how personalized unique survey links work between the customer, bank, and SurveySenusm automation process.

2. They Created Unique Survey Links

This led to the use of Personalised Unique Links, a feature that creates a unique and personalized link for every single customer. In SurveySensum’s survey builder, they used the option to create unique survey links of the same survey for different customers.

Here’s how unique survey links were created with SurveySensum:

  • Log in to SurveySensm
  • Create a survey
  • Click on ‘Share’
  • Now, select the ‘Unique Links’ option.
  • Here, upload the contact list, select the expiry date of the survey, and then click on ‘Generate Links’.

This GIF shows how SurveySensum provides the option to create unique survey links to send the same survey to different customers.

And the best part about this process is that SurveySensum has no knowledge of who the customer is: no Name or Email or Phone Number. This way, no PII data leaves the internal systems.

Here’s how customer ID is masked, keeping important data secure

The image shows the masked customer ID as seen by SurveySensum. The sheet shows no name or email ID of the customer - ensuring complete anonymity.

Once the responses are in, the client tracks the Customer ID (or masked ID) and all data associated with the customer that can help with the analysis and ultimately with closing the feedback loop with customers.

Meet your customers where they are! Sign up today with SurveySensum and launch your surveys via multiple channels like SMS, Emails, WhatsApp, etc!

3. They Created Unique Survey Links 

They had an existing WhatsApp account which was already used for their support and general updates, so the customers were familiar with the number. Now, with the help of SurveySensum’s WhatsApp survey feature, they use this WhatsApp number to share these unique survey links.

The Result

Happy with the data integrity and safety, they started collecting transactional NPS feedback within the first 2 months with the help of unique survey links and API integrations using WhatsApp.

By identifying the most common issues on different touchpoints and closing the loop effectively with the help of instant detractor alerts, the client increases its NPS score by +15 points and also improves its customer retention.

If this case study inspired you to improve your NPS in fintech, then let us give you some important information and tips to boost your NPS fintech. Let’s start with understanding the average and good NPS score for this industry.

What’s the Average NPS Score for Banking and Financial Services?

According to the Retenly 2024 NPS Benchmarks for B2C, the average NPS score for banking and financial services is 73

What’s a Good Score for Banking and Financial Services?

According to Bain & Company, a good NPS score of 50 or above in banking and financial services is generally considered to be good and an NPS score of 70 or higher is considered excellent.

NPS Benchmarks: 27 NPS Scores for Leading Financial Institutions

Leading Banking and Finacial Institutions NPS Scores

Company NPS Score
1 First Republic Bank NPS 72
2 First Direct NPS 66
3 ING Luxembourg NPS 63
4 American Express Bank NPS 52
5 Royal Bank of Scotland NPS 51
6 JP Morgan Bank NPS 31
7 Santander UK Banking NPS 27
8 Tesco Bank NPS 23
9 Bank of America NPS 18
10 CitiGroup NPS 18
11 Morgan Stanley NPS 16
12 ANZ NPS 15.4
13 National Australia Bank (NAB) NPS 15.4
14 PNC Bank NPS 15
15 TSB Bank 12
16 CBA NPS 10.4
17 HSBC Bank NPS 7
18 Goldman Sachs NPS 5
19 Westpac NPS -6.9
20 USAA NPS 75
21 Charles Schwab NPS 52
23 SoFi NPS score 90
24 OnDeck NPS score 84
25 Affirm NPS Score 83
26 LendingClub NPS score 79
27 Funding Circle NPS score 77

The CX and NPS Profile of the Top 3 Banks

1. First Republic Bank NPS

The First Republic Bank is enjoying an NPS score of 72, one of the highest in the banking industry. 

2. First Direct NPS

The First Direct Bank is enjoying an NPS score of 66.

3. ING Luxembourg NPS

The ING Luxembourg Bank is enjoying an NPS score of 63.


This extended case study underscores the power of sending personalized unique survey links to gather and improve NPS in Fintech companies. The success achieved in ensuring data safety, improving the NPS score, and enhancing customer satisfaction validates the potential for similar strategies across the Fintech sector.

Frequently Asked Questions

1. What is NPS in banking?

NPS in banking is a customer loyalty metric used to gauge the likelihood of customers recommending their bank to others. NPS helps banks understand overall customer satisfaction and loyalty, identify areas for improvement, and measure the effectiveness of customer experience initiatives. By tracking NPS, banks can make data-driven decisions to enhance their services and foster stronger customer relationships.

2. What is NPS and its types?

NPS is a metric used to measure customer loyalty and satisfaction by asking customers how likely they are to recommend a product or service to others. 

Types of NPS include:

  • Transactional NPS (tNPS): Measures customer feedback after specific interactions or transactions, such as after a purchase or customer service interaction. This helps companies understand the immediate impact of individual experiences on customer satisfaction.
  • Relational NPS (rNPS): Measures overall customer loyalty and sentiment over a broader period. It provides a general sense of how customers feel about the company or brand, rather than specific interactions.
3. Why is NPS used?

NPS is used for several reasons:

  • Simplicity and Clarity: The single-question format of NPS makes it easy for customers to respond and for companies to collect data. 
  • Actionable Insights: NPS helps identify both satisfied and dissatisfied customers, allowing companies to take targeted actions to enhance customer experiences, address issues, and improve overall satisfaction.
  • Benchmarking: NPS benchmarking allows companies to assess their performance against industry standards and competitors. 
  • Customer-Centric Focus: By continuously measuring and analyzing NPS, companies can maintain a strong focus on customer satisfaction and loyalty. 
  • Predicting Growth: Higher NPS scores are often correlated with customer loyalty, repeat business, and positive word-of-mouth referrals.

Manisha Khandelwal

Senior Content Marketer at SurveySensum

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