A good measure of customer loyalty should be valid, reliable, and sensitive to changes in customer attitudes. For the most part, the Net Promoter Score achieves this (although it does have its drawbacks). One area the Net Promoter Score lacks in is how its scoring approach adds “noise” to the customer loyalty signal. The process
You’ve seen them. You’ve answered them. It seems like everyone has an opinion about them. Here are five things to know about the famous Likert scale. (One for each response option!) The Likert scale was developed and named after psychologist Rensis Likert. The now ubiquitous Likert scale consists of multiple items. Participants are asked to
Know your data. When measuring the customer experience, one of the first things you need to understand is how to identify and categorize the data you come across. It’s one of the first things covered in our UX Boot Camp and it’s something I cover in Chapter 2 of Customer Analytics for Dummies. Early consideration
The Single Ease Question (SEQ) is a 7-point rating scale to assess how difficult users find a task. It’s administered immediately after a user attempts a task in a usability test. After users attempt a task, ask them this simple question: Overall, how difficult or easy was the task to complete? Use the seven point
There are some interesting known differences between men and women in the psychological literature. For example, women tend to be better judges of emotion when looking at faces for just 0.2 of a second[pdf]! And across many measures of ability, while both men and women tend to exhibit overconfidence, men are generally more overconfident than
What makes a successful website? There are some obvious metrics like revenue, traffic and repeat visitors. But these are outcome measures. They don’t tell you why revenue or traffic is higher or lower. Key drivers of these outcomes are how the users perceive and interact with your website. Selling a product that has demand or
It’s fine to compute means and statistically analyze ordinal data from rating scales. But just because one rating is twice as high as another does not mean users are really twice as satisfied. When we use rating scales in surveys, we’re translating intangible fuzzy attitudes about a topic into specific quantities. Overall, how satisfied are
There is a long tradition of including items in questionnaires that are phrased both positively and negatively. This website was easy to use. It was difficult to find what I needed on this website. The major reason for alternating item wording is to minimize extreme response bias and acquiescent bias. However, some recent research[pdf] Jim
Few things tend to generate more heated debate than the format of response options used in surveys. Right in the middle of that debate is whether the number of options should be odd or even. Odd numbered response scales include a neutral response whereas even ones do not. Research generally shows that including a neutral
Are attitudes about usability constant? If we think something is unusable today, will we think it’s unusable tomorrow, next week or next year? How much does prior experience affect how usable we think a websites or software is? Enough to pay attention to. In a recent assessment, prior experience boosted usability ratings 11% for websites
