An international optical retailer with over 100 stores had NPS sitting at 43, not catastrophic, but well below where a trust-led, repeat-visit business should be. The real problem was inconsistency: nobody knew which specific behaviours in which consultations were actually driving the number. Feedback ASAP’s Improvement System found the exact standards being missed at team member level and built targeted, personalised action plans store by store. Progress was tracked weekly instead of quarterly. In under eight months, NPS moved from 43 to 74, a 72% improvement and one of the largest gains on record. This case study looks at what happens when a retailer stops guessing and starts coaching against real, specific evidence.