A customer receives their order, attempts to make a return, or terminates a support service. Your team needs to know how it went while still remembering the experience. WhatsApp surveys allow you to ask for that opinion in the chat: a rating and, when the person wants to explain more, a written comment or an audio.

In woku, you can do this with four tools: woku, NPS, CSAT and CES. Each one answers a different question. Choosing the right one helps you understand what happened and decide who should act.

Why use WhatsApp to ask for customer feedback

Messaging plays an important role in the relationship between people and companies. In the report The State of Business Messaging 2026, published by WhatsApp Business, 73.3% of consumers surveyed say they prefer messages to communicate with a company. 66.8% say they are frustrated that messaging is not available as a contact option.

The study was conducted by Kantar on behalf of Meta between April and September 2025, with 11,056 adults aged 18 to 64 in 22 markets. It includes Mexico, Brazil and Colombia; Chile is not in the sample. These are stated preferences for business messaging in general: they don't represent a response rate to WhatsApp surveys or woku customer results.

For a company that already talks with its customers through this channel, it's worth considering an invitation that can be answered right there. In woku, the person writes their answer within WhatsApp, without opening a form or installing another application. The participation you get will depend on your audience, the timing, and the relevance of the question.

What to measure with woku, NPS, CSAT and CES

Before sending an invitation, define what decision you want to make with the answers. Here's the difference between the four tools:

Tipo	What does it measure	Escala
Woku	The opinion about a specific moment.	1 to 5 and comment.
NPS	The intention to recommend.	0 to 10.
CSAT	Satisfaction with an experience.	1 to 5.
CES	The ease of completing an action.	1 to 5.

In NPS, CSAT, and CES, the score is sufficient to record a response. The person can add context or write ready-to-finish without comment. In the woku tool, the written or audio opinion is part of the answer: the flow asks for rating and comment.

You don't need to send all four tools to each person. For example, a delivery can be evaluated with CSAT and a return with CES. The NPS may be reserved to review the recommendation after a period of use. If you want to dive deeper into that choice, check out our guide to when to use NPS and when to use CSAT.

How woku captures opinions within WhatsApp

You configure the tool and the moment. Define the experience, action or relationship you want to evaluate. A delivery CSAT and a return CES must keep their separate contexts.
You send the invitation. You can do this from Share in the panel, through the API, or as part of a customer journey. The message uses a template approved by WhatsApp and includes the name of your company.
The customer responds in the chat. Type a number for the corresponding scale. You can then explain your experience by text or audio; woku transcribes the audio to analyze the comment.
You review measurement and context. The answers are associated with their tool and you can analyze them together with those that arrive through other channels.
Your team addresses what requires action. Depending on the configuration, detected opportunities can trigger alerts, monitoring, support tickets, or improvement plans.

Customer trips make it possible to organize various moments and their invitations. For example, you can evaluate the delivery when your system confirms it and ask about the use of the product after the deadline you have defined. Reminders are set up for now and stop when you respond or stop the evaluation.

Example of a WhatsApp satisfaction survey

Let's say you want to measure a delivery with CSAT. This exchange is illustrative:

Company: Hello, we're talking about part of Tienda Aurora. On a scale of 1 to 5, how satisfied are you with the delivery of your order? Where 1 is very dissatisfied and 5 is very satisfied.

Customer: 2.

Follow-up: What influenced your response? You can write it down or reply ready to finish without comment.

Customer, by text or audio: The product arrived well, but I had to wait all afternoon and no one told me the schedule.

The rating shows dissatisfaction. The comment allows us to locate the problem in the coordination of the delivery. With that context, your team can contact the customer and review how they communicate schedules.

For other times, the question changes:

NPS: From 0 to 10, how likely are you to recommend our company to a friend or colleague?
CES: On a scale of 1 to 5, how easy was it to make your return? In woku, 1 means very difficult and 5 means very easy.
woku: invite you to describe a specific moment, such as a workshop or a visit, and to share the experience in writing or with audio.

How to interpret the metrics of your surveys

Both the outcome of the experience and the participation should be reviewed. A favorable measurement with few answers leaves unanswered questions about people who didn't answer.

NPS: Recommendation

Bain's NPS method classifies those who respond 9 or 10 as promoters, those who respond 7 or 8 as passive, and detractors who respond 0 to 6.

NPS = percentage of supporters − percentage of detractors. The result ranges from −100 to +100 and is expressed in points. With 100 valid answers, 60 promoters, 25 passive and 15 detractors, the NPS is +45. Liabilities are included in the total used to calculate the percentages.

CSAT: Satisfaction with a Moment

On a scale of 1 to 5, the percentage CSAT considers answers 4 and 5 to be satisfied.

CSAT = 4 or 5 answers ÷ total valid answers × 100. If 80 out of 100 people qualify with 4 or 5, the CSAT is 80%. Also check the average over 5 and the distribution of grades: these are different ways of reading the same measurement.

CES: Easy to complete an action

The Customer Effort Score measures the effort required to complete a task. There are different scales and ways to report it. In woku, the scale goes from 1, very difficult, to 5, very easy.

You can review the average ease over 5 and the percentage of easy experiences, corresponding to answers 4 or 5. If 70 out of 100 answers have those notes, there are 70% of easy experiences. By comparing results with another measurement, confirm that the question, scale, and meaning of the values match.

Woku: rating and reasons

Review how ratings are distributed and what comments count. A note summarizes the evaluation; the opinions help to recognize what is working and to find concrete changes. The average star rating and the sentiment of the text describe different aspects.

All calculations in this section use illustrative figures; they are not results from woku customers.

How to know if WhatsApp is working for your company

Under Company → Shipping, woku shows invitations sent, delivered, answered, and not sent. The response rate is calculated as answered invitations ÷ invitations sent × 100. Invitations that didn't go out are excluded from that calculation.

For example, 120 answered invitations out of 400 sent are equivalent to a 30% response rate. It's an example of a calculation, not an expected performance benchmark. An invitation delivered is not equivalent to a response either.

To evaluate your trade, follow these signs:

Participation: How many invitations are answered and how does that ratio change by tool, channel and period.
Context: what proportion of responses include comments and what are the recurring reasons.
Attention: How long it takes for your team to contact a person who needs help and resolve their case.
Improvement: If the same problem reappears after changing the process.

If you compare WhatsApp to email, keep questions, moments, and customer groups comparable. Higher participation can help you hear from more people, but it doesn't in and of itself demonstrate greater satisfaction or retention. Review the sample size and avoid attributing any score changes solely to the channel.

What to do after receiving a review

Gru meme: ask for opinions on WhatsApp, receive five stars and discover in the comment that the order never arrived.

A person can put 5 stars and write: “All good, but it would be useful to receive the delivery schedule.” In woku, the need to act and the sentiment of the comment are analyzed separately. That suggestion may require improvement even if the tone is positive.

For an individual problem, define a responsible person and a form of contact. For a repeated pattern, assign a process improvement and measure that same moment again. Automatic actions depend on the configuration; an answer that contains only a score does not provide a comment that the AI can classify.

How to get started with a useful measurement

Choose a single moment where your team can improve and a short question. Send the invitation when the person can already evaluate what happened, take care of the frequency and explain who writes and why they are asking for the opinion.

Manage permission to contact your customers and respect their requests to stop receiving messages. The WhatsApp Business policy establishes conditions for contacting people and responding to those requests. In this channel, the number identifies the contact: omitting the email does not make the conversation anonymous.

Before extending the shipments, check that the invitations arrive, review the first comments and agree who will handle the cases. That way you'll have a basis for deciding what to adjust.

WhatsApp survey FAQs

Does the customer have to open a link to reply?

In the woku conversational flow, reply directly on WhatsApp with a number and a comment via text or audio. You can also share links to web evaluations; they're a different form of response.

Is it possible to respond with an audio?

Yes After the rating, the customer can submit their comment as audio. Woku transcribes it for analysis along with the written opinions.

What tool is appropriate for evaluating support?

CSAT is used to measure satisfaction with care. CES helps to understand how easy it was to solve the problem. Choose based on the decision you need to make and keep each measurement separately.

Does WhatsApp guarantee more answers?

Performance must be measured with your own customers. The timing, clarity of the invitation, and frequency influence participation. Use your results as a reference to adjust the process.

To design your first measurement, review how WhatsApp surveys work on woku or create your account and set up a tool. Start with a specific experience and with the team that can improve it.