#product #measurements #strategy
idea
Net Promoter Score is not a great metric to understand customer satisfaction for multiple reasons.
- Customers don't know how the scale works, and might just use the middle of the range as they'd do in school.
- Rating of 6 has the same weight as rating of 0 - they're both considered detractors. However one is clearly not as bad as the other, and the information is lost in the process.
- NPS surveys are disproportionally filled in by complainers.
- They bias customer service towards seeking a high score, even revealing to give a 9 or 10.
referencesWhy The Net Promoter Score Is Broken - WyzGuys Cybersecurityref
Unfortunately, your customers don’t understand your playbook, and so NPS numbers can be very low. Left to their own devices, many customers answer surveys in the mid-range of 5, 6, or 7. Two of those scores detract, and one has neither a positive or negative effect on the score.
Ten customers giving you a zero versus ten customers giving you a six produce the same result in the NPS system.
Typically, complainers, or Detractors, always fill out the survey.
On a scale of 0 to 10, how likely are you to recommend Acme to a friend or colleague?
vs.
A friend asks you whether you would recommend Acme. Do you? Why? Why not?
vs.
In the last 30 days, have you recommended Acme to a friend? Why? Why not?