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Net Promoter Score

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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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Customer satisfaction is a staple of company measurement. It’s been used for decades to understand how customers feel about a product or experience. Poor satisfaction measures are an indication of unhappy customers, and unhappy customers generally won’t purchase again, leading to poor revenue growth. But is satisfaction the wrong measure for most companies? That’s certainly the claim Fred Reichheld has made and advocated the Net

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It’s the only number a company needs to grow. Or at least that’s what was proclaimed in the title of the now famous HBR article that helped popularize the Net Promoter Score (NPS). Lately it's been taking on more criticism. The NPS is compelling to executives because of its simplicity and for what it purports to do: be the one number a company should track

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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 of subtracting detectors from promoters may be “executive friendly” but

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The Net Promoter Score (NPS) is a popular metric for measuring customer loyalty. For many companies, it’s THE only metric that matters. With such wide usage across different industries, departments, and companies of various sizes, it’s no surprise many questions and controversies arise. Some are systemic—should the NPS be used as a key metric?—and some are trivial—should the NPS be treated as a percentage? In

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Positive word of mouth is a critical driver of future growth for consumer software products. Along with features and capabilities, user experience is a key determinant of how likely users adopt new technology and recommend software. We’ve found that usability accounts for between 30% and 60% of the variation in Net Promoter Scores. A positive experience leads customers to recommend a product. A negative experience,

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