Net Promoter Score

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Does the NPS predict growth? What data is there to support the predictive ability of the Net Promoter Score? In the original research reported by Fred Reichheld, he showed that the NPS strongly correlated with growth in 11 out of 14 industries. However, he used historical, not future, growth. While this established a sort of concurrent validity, it left open the question about the predictive

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Should you label all points on a scale? Should you include a neutral point? What about labeling neutral points? How does that affect how people respond? These are common questions when using rating scales and they’ve also been asked about the Net Promoter Score: What are the effects of having a neutral label on the 11-point Likelihood to Recommend (LTR) item used to compute the

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Have you recommended a product to a friend? Will you recommend that same product to a friend again? Which of these questions is a better indicator of whether you will actually recommend a product? If people were consistent, rational, and honest, it’s simple. The second question asks about future intent so that would be the logical choice. It may come as no surprise that people

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Public officials don’t care much about what the general public thinks. Voting is the only way ordinary people can have a say in government. How much do you agree with those two statements? If the order in which those items were presented were switched, would it affect how you responded? While most UX and customer research doesn’t involve sensitive topics, does the order in which

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The one number you need to grow. That was the title of the 2003 HBR article by Fred Reichheld that introduced the Net Promoter Score as a way to measure customer loyalty. It’s a strong claim that a single attitudinal item can portend company success. And strong claims need strong evidence (or at least corroborating evidence). In an earlier article, I examined the original evidence

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The Net Promoter Score (NPS) is widely used. But it’s not necessarily widely loved. Some people are quite critical of the Net Promoter Score. Jared Spool wrote a strong critique of the NPS  and Gerry McGovern largely agreed. When I followed up with Jared about his thoughts, he felt that “UX researchers should not use the NPS or, if that’s not an option, ignore it.”

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What does 4.1 on a 5-point scale mean? Or 5.6 on a 7-point scale? Interpreting rating scale data can be difficult in the absence of an external benchmark or historical norms. A popular technique used often by marketers to interpret rating scale data is the so-called “top box” and “top-two box” scoring approach. For example, on a 5-point scale, such as the one shown in Figure

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Your car doesn’t start on some mornings. Your computer crashes at the worst times. Your friend doesn’t show up to your dinner party. If something or someone isn’t reliable, it’s not only a pain but it makes your life less effective and less efficient. And what is true for people and products is true for measurement. The wording of items and the response options we

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