NPS, Google reviews and onboarding: what we automated in July

The starting point

Our NPS was solid. Satisfied customers were responding. But our Google Business rating didn't reflect that reality.

At the same time, we had dozens of company accounts created weeks — sometimes months — ago with no first order.

Two separate problems. Two organic growth opportunities.

The post-NPS SMS for promoters

Our NPS system already sends an SMS to every customer after a delivery. Responses come in. But they stay with us.

We added a simple rule: for any NPS score of 8 or above, a job is dispatched with a one-hour delay. It sends a personalised SMS based on the score.

For a 9 or 10:

"Thank you for your 9/10 🤩 Your feedback genuinely means a lot to us! 2 minutes for a Google review would help us enormously: [link] Thank you!"

For an 8:

"Thank you for your 8/10 😊 We're glad you enjoyed the service! A Google review would help us a lot: [link] Thank you!"

The one-hour delay is deliberate. The post-delivery feeling is still fresh. The customer hasn't moved on yet.

We also added a reminder SMS at D+1 for NPS non-respondents — sent every weekday morning via a cron job.

The onboarding drip for inactive signups

We had a blind spot: accounts created that never placed a first order.

We built a 4-email automated sequence, triggered by a daily cron at 9:30am on weekdays.

• D+1 — Welcome offer with code BIENVENUE70 (up to €70 off), valid for 14 days. Strike while the intent is there.
• D+4 — How it works: 3 steps, the demo video, delivery options.
• D+8 — Use cases and social proof: customer testimonials, stats, both BTP and supplier personas.
• D+14 — FAQ and reassurance: insurance, max weight, GPS tracking, cancellation. Plus a subtle reminder that the code expires in 7 days.
• D+21 — No client email. An internal alert to the team for a human follow-up.

The sequence stops automatically as soon as an order is placed.

The order of the emails isn't arbitrary. It follows the natural psychological progression of a hesitant prospect.

Offer first — intent is at its peak right after signup. That's the moment when converting costs the least effort.

Then understanding — once interest is captured, remove the technical friction. How it works, how long it takes, what we can transport.

Then projection — moving from abstract to concrete. Real customers, real use cases, real numbers.

Then overcoming the last objections — those who still haven't ordered by D+14 have a reason. Insurance, hours, cancellation, maximum weight. We answer before they ask.

Each email has a precise role in that journey. None of them exist just to vaguely "stay top of mind".

We also made the system retroactively compatible. All historically dormant accounts — created months ago with no orders — enter the sequence immediately. Subsequent steps chain at D+4, D+8, D+14 from the date the first email was sent, not from the registration date.

What I take away from this

Both automations share one thing: they exploit signals that already existed.

The NPS promoters were there. The inactive signups were there. We just weren't activating them.

Organic growth doesn't always require new features. Sometimes it just means extending what already works — one step further.