Smooth collaboration and reliability
Overall grade: 4.2/5 – highest in recorded history
Customer loyalty - NPS (Net Promoter Score): 63 (+6 points from last year), clearly above the B2B average (39).
90% of our customers think Insta has succeeded well or very well.
78% felt that Insta has succeeded in helping them reach the responsibility targets of their own organization either very well or well.
68% would recommend Insta as a partner.
This year, we once again received very strong results in our customer satisfaction survey, and the overall grade for the customer experience was the highest in recorded history. In particular, we received praise for our smooth and easy collaboration, reliability and high professional competence.
Handling of the agreed responsibilities, the quality of our deliveries and meeting our customers’ needs are at a very high level. 23% of respondents estimate that our operations have improved. In comparison to 2024, we have improved in terms of our reliability, innovation, claim handling, and the adequacy and flexibility of our resources. At the same time, our customer base looks for even closer collaboration with customers and a quick pace of operation in a business environment that changes at an accelerating pace.
– 90% of our customers think Insta has succeeded well or very well, which is an excellent result. However, trust needs to be earned again every day, and this is a prerequisite for continuing our strong growth. We are humble and grateful for this valuable feedback. Continuous improvement and a willingness to learn and understand the customer create the foundation for a genuine long-term partnership, says Tapio Kolunsarka, CEO for Insta.
Customer loyalty takes a leap ahead
Our Net Promoter Score grew by six points and is excellent at 63 (57 in 2024). This is clearly higher than the average score for all B2B companies in the research company Bondata’s reference database, which is 39. The feedback emphasized understanding the customer’s needs, quality, and holistic service.
– I am happy to see that we have once again been able to improve our customer loyalty while also helping our customers develop new solutions and make their operations more efficient. A decisive impact cannot be achieved without diverse expertise, commitment, and passion. This was excellent work by everyone in the Insta team, Kolunsarka adds.
As regards Insta’s business functions, Defence, Cyber Security, and Software Consulting took a significant leap forward in terms of customer satisfaction. The NPS for these business functions is at a very high level. The NPS for Defence and Software Consulting was 79 (2024: 68 and 43, respectively), for Cyber Security it was 78 (2024: 75) and for our Industry business, it was 52 (2024: 54).
Fluent, easy collaboration
Customer Effort Score (CES), which measures the smoothness and easiness of collaboration, was considered to be very high in the survey – together with reliability and the professionalism of our experts. We received top marks for collaboration: 4.5 (scale of 1 to 5). A customer comment directly tells us what they appreciate in Insta’s operations: “Reliable, straightforward method of collaboration. Results and expertise.”
Responsibility has always been at the core of our family business. Our solutions assist many of our customers with their own responsibility efforts and projects related to the green transition.
Information security and cyber security, occupational safety and securing critical infrastructure and security of supply were considered to be the most important responsibility topic at Insta, which has a strong safety culture 78% of the respondents felt that Insta has succeeded in helping them reach the responsibility targets of their own organization very well or well.
Genuine transparency for areas of improvement
Customer satisfaction is a key strategic factor for Insta, as it will directly influence trust, partnerships, and business growth.
We utilize the research for identifying areas for improvement, such as securing adequate resources and aligning them, improving customer communications and improving our ability to innovate and manage claims.
The needs identified in the study included, among other things, the need to add resources when necessary, to react more quickly, and to create even closer contacts with the customers.
The respondents also expressed a wish that new technological opportunities, trends from various fields, and visions of the future should be brought up even more actively.
“Experts who keep their promises”
Comments from our customers speak of successful collaboration, trust, and wishes related to active communication and continuity.
“A trusted and suitably large partner, with good resources and systems for the various functions.”
“Expertise, keep their promises.”
“They tend to focus more on larger projects than small ones.”
“They have been solution-driven, and I hope that they continue to actively offer solutions.”
“Close communication, especially as regards changes.”
”“Insta’s operations have been at a high level for years, which makes continuous development somewhat challenging (this is a positive problem).”
“Resourcing towards the customer must be adequate.”
“As a customer, we, of course, hope that the turnover of experts and people working towards us will remain low.”
The customer satisfaction survey was completed in collaboration with Bondata (formerly Innolink), and this was the fifth time that our operations were examined at the Group level and business area-specifically. The survey focused on Insta’s strategic value among our customers. In addition, we also collected feedback on where we have succeeded and what our areas for improvement are.
The survey was carried out as telephone interviews and online between October and November 2025, and the results are based on 186 responses. We track customer loyalty with the Net Promoter Score (NPS), which is the most internationally known indicator for satisfaction and willingness to recommend.
