Adaptive client survey results and net promoter score
Steve Allen

The results of the recent Adaptive Client Survey are in - and we're absolutely delighted with them!

We reached out to all of our client contacts towards the end of 2022 to ask for their (anonymous) views on working with Adaptive. The feedback we have received has been incredibly positive.

Net Promoter Score

The first question of the survey was based on NPS (Net Promoter Score), a widely-used customer satisfaction benchmark that measures how likely customers are to recommend a business on a score of 0 (very unlikely) to 10 (very likely). Those scores are then grouped into one of the following three segments:

  • Promoters - those who selected either 9 or 10, indicating they are very likely to recommend Adaptive to others
  • Passives - those who selected either 7 or 8, indicating they are somewhat likely to recommend Adaptive
  • Detractors - those who selected 6 or less, indicating that they are unlikely to recommend Adaptive

The NPS calculation is then made by subtracting the percentage of Detractors from the percentage of Promoters. 

So how did we do?

From the survey, we are delighted to see Adaptive achieve an NPS score of +75. To put that into context, a score of +70 or higher is considered 'world class'!

Adaptive NPS score 2022

All responses rated us between 8 and 10, with 50% of respondents rating us 10/10! We always aim to deliver a great service for our clients so it's very pleasing and reassuring to know that we appear to be achieving that successfully.

In addition to the main NPS question, we also asked clients to rate Adaptive from 0 (poor) to 5 (excellent) in three specific areas:

  • our skills, knowledge and expertise
  • our levels of communication and customer service
  • our value for money

Here's how we did in each of those areas:

Skills, knowledge and expertise - rated 4.67/5

Respondents rated us a minimum of 4 out of 5 in this area, with two-thirds of responses rating us 5/5.

Client comments included:

"Adaptive are simply an extension of our internal team, taking the time to get a deep understanding of our aims and goals.  This gives them the context to make excellent design and architecture decision, allowing us to develop CX led, rock-solid and future proof applications for our customers."

"We had some big issues to fix on our website, Adaptive have worked on those and when they have encountered problems, have been quick to inform me and work on a plan to resolve together, including bringing forward scheduling days for us."

"Drupal knowledge is great and even when development work is challenging, they have always found a way to deliver."

"I am so glad we moved to Adaptive! You've been brilliant, working on our website's many problems to get us back into good shape."

Communication and customer service - rated 4.67/5

The collective ratings in this area came out the same as for our skills, again with minimum scores of 4 and two-thirds rating us 5 out of 5.

Client comments on our customer service levels included:

"Very responsive and experienced service provided at all times. Adaptive takes the time to understand the needs of us as a customer and works alongside us to reach the required goal or outcome. We have an excellent relationship with Adaptive who understands our individual needs and requirements as a business." 

"I have worked with the team at Adaptive for several years. It has been great having the continuity of one main account handler who knows us very well and understands our business. And even most of the developers are constant which has really been invaluable." 

"Adaptive have been very supportive and listened to everything we needed from a service point of view and made it happen, we could not ask for a better representative in Steve Allen, he is calm, patient and very knowledgeable." 

"Kiel is great and responds quickly to emails. Migration from our previous agency was very smooth with timelines, meetings and updates in place so we were aware of each step."

"Communication is excellent, no question. An area we struggled with our previous supplier so a real breath of fresh air!"

"Monthly update meetings work very well. Account handler provides excellent comms in an easy to understand way for non technical people like myself."

"Kiel Bull needs a particular mention, he's great to work with, communicates well, listens to the issues and is responsive to our needs, just what we need."

"Great support, communications and speed at which updates or changes are implemented."


Value for money - rated 3.9/5

From the outset, we always expected that this would be our lowest score within the survey. We know that we're not necessarily the cheapest option out there for the services we provided, and we're perfectly comfortable with that.

We do feel that our rates are fully justified by the quality of work that we deliver to our clients, along with the speed and quantity of work typically produced in a given timeframe in comparison to other cheaper providers.

The specific comments we received from clients on this question appear to agree with us on that:

"I don't think you are the cheapest, however value for what we are getting for our money has been very good, especially as the service is tailored to our site and a very personal service is offered." 

"A difficult question as cheaper is preferred but you often get what you pay for.  We found that paying less with our previous web company didn't give us the service and knowledge we would have liked which is why we moved to Adaptive. We feel that what we pay Adaptive is worth the service we receive."

"Our website is our main marketing tool and the work Adaptive have done on it over the years has certainly driven value for our business."


Areas to look at

While is obviously extremely nice to receive all the positive comments above, the most valuable feedback we receive is that which offers suggestions on areas where we may be able to improve or enhance our services.

As the survey was completely anonymous, we can't be sure which clients have raised these so can't respond directly, but here are those comments along with our responses to each of them:

"2 things would make Adaptive even better -
Making the UX in the backend of the site as good as the UX at the front end of the site
Getting more digital design specialists in-house - the service really would be unbeatable then!"

Although UX and design have always been elements of our service offering, we'll be formalising these much more in 2023. Our aim is to launch a fully-structured UX and design process which can be applied to projects where relevant.

"Some services could be more bespoke in terms of the level of support that is required against the standard packages available."

We aim to offer as tailored a service as we can to all our clients and have provided support & development plans outside of those advertised on our website to some. We've also very recently launched a new "Support Essentials" plan which will provide another option for ongoing support and maintenance of Drupal website.

"The go-live of the customer contact system will make communication with Adaptive better with a clear audit trail of requests. Sometimes it's difficult to keep track of where we are with all the conversations, development work and resolutions."

This refers to our new client portal and ServiceDesk solution - Adaptive CONNECT - which we'll be rolling out to all clients during the first half of 2023. The CONNECT portal will contain all the information relating to our clients' accounts with us, all in one convenient place. Meanwhile, ServiceDesk enables teams to review and manage all requests to us, making it much easier to keep a track of all submitted tasks and where they are in terms of priority and progress.

"I find Adaptive provide most of the services we require, although it would be useful if the service could include other services such as email provision."

Many years ago, we made a conscious decision not to get involved with email provision as this is such a large and specialist area all on its own. We are always happy to provide suggestions though for any clients looking to add/change their email solution.


We always strive to provide as high a standard of service as possible to each of our clients and so it's both satisfying and reassuring to see the scores and feedback from the client survey reflecting that. It's also good to know that some of our priorities for 2023 are in line with the feedback received too. Many thanks to all of our clients who took part in the survey and for all your feedback!

If you'd like to find out more about how Adaptive could offer you the same quality of service that our existing clients are experiencing, please contact us to discuss your requirements.