Raising the bar: 2026 Client Services ratings and feedback
To make sure Supercool clients feel supported and looked after, we regularly measure how we're doing – and share the results
At Supercool we put a lot of emphasis on building and maintaining strong, trusting partnerships with our clients – not only during a new website project, but long after that website has launched.
Top-notch ongoing customer care is one of the reasons so many of our clients choose to stick with us – some for over a decade! But we don’t take these long-term relationships for granted.
To make sure all of our clients continue to feel supported and looked after, we regularly measure how we're doing.
For the past 4 years we’ve run an annual Net Promoter Score (NPS) survey – asking clients anonymously how likely they’d be to recommend Supercool, on a scale of 1 to 10. It's useful to have a quick snapshot of customer satisfaction but it has limitations. The main one being a lack of insight into why clients gave us a particular score.
So, last year we added Customer Effort Score (CES) to the mix. This asks clients to score us, out of 5, on how easy it is to get the help they need from us. Importantly, at this point we also ask them to briefly explain why they gave us that score. Again, all anonymously.
This NPS/CES combo is much more useful as it gives us a better idea of where we're doing well and where we could focus our efforts to improve.
So, we ran the same survey again this year and – in the spirit of openness and honesty – here's what clients really think about working with us …
The results
- 83 NPS rating of 'exceptional'
- 4.6/5 CES rating of 'excellent'
Supercool have been the easiest, loveliest, and most efficient website agency I've ever worked with! It's also the first time I've felt that an agency has continued to care about and prioritise us after the website launch.
Net Promoter Score: 83
To put this in context, NPS ranges from -100 to +100, with any score of 50 and above considered 'excellent', so, wow!
This is our highest NPS rating since we started tracking it in 2022. And a big jump up from our – already 'world-leading' – score of 73 last year. To improve on that is a huge achievement. Go, team!
We think this 'exceptional' NPS rating is due to a couple of factors:
- We’ve grown the team across the board – this has enabled us to get more done, more efficiently.
- We’ve concentrated on building and maintaining strong client relationships over the past year – so it’s great to see those efforts recognised and appreciated.
The Supercool team are incredibly helpful when we have a query, and always explain their solutions in an accessible way.
Customer Effort Score: 4.6/5
Another excellent rating, despite being a smidge lower than last year's 4.7. We'd actually expected a bigger, if temporary, dip in our 2026 CES score.
Why? Because we've grown the Client Services team in recent months, so our new Supercoolers have needed to get to grips with our processes, hone their skills, expand their knowledge, and build new relationships with clients.
Kudos to the team for maintaining excellent service during a potentially bumpy spell!
I have always found the team extremely helpful and knowledgeable, and quick to fix any issues – great working with you!
What clients told us
The themes that came up most consistently were our responsiveness, friendliness, and the Supercool team going beyond simply doing what's been asked.
It's especially rewarding that clients appreciate us taking time to fully understand what's behind their questions and problems. This proactive support and consultancy is something we’ve been focused on building up over the past year.
Just look at this feedback 😍
"Quick to respond, proactive and solution-focused – and no jargon."
"I value the honesty and transparency of the entire team, and your willingness to chat things through without glossing over difficult bits."
"The team doesn't just do what you ask, they will frequently offer better solutions or creative ways around a problem. They care a lot about the details and spent time understanding our organisation. The whole process feels robust, thoughtful, and high-quality. Which is also the kind of websites they make!"
What’s next?
A couple of clients flagged that scheduling could sometimes be a little clearer. And others noted that some fixes ended up more complex than expected.
We take care to be as clear and accurate as possible when explaining and planning technical fixes. Generally, we're very good at predicting how complex and time-consuming a task is likely to be. But sometimes complexities or dependencies crop up that we don’t – or can't – foresee. There’s little we can do about this, other than continuing to do our best – learning from each task we complete, and sharing new knowledge across the team.
In terms of scheduling clarity though, this is something we can definitely work on! So, that’s on our list of improvements to make – so we can be sure of continuing to offer an excellent, responsive, friendly, and proactive service.
Thank you to our clients for being so open and honest, and for taking the time to share your thoughtful and considered feedback.
And thanks, well done, and keep up the excellent work, team Supercool! 👏💪🧡
The Supercool team are super friendly, transparent, and always looking for the most efficient ways to do things – while putting our users first.
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