If you’re asked the same question repeatedly, do you really stop to think about your answer, or do you default to a standard response?
The classic Net Promoter Score (NPS) survey question— "How likely are you to recommend this product or service to a friend or colleague?"— has been a cornerstone of customer loyalty measurement for years. However, as Chris Hauck, President of HauckEye, highlights in his article published in the November issue of Quirks, this method often fails to capture the nuanced complexity of customer attitudes and behaviors. Over time, customers have developed habitual responses to the NPS question, frequently providing similar scores without fully reflecting on their experiences. This lack of differentiation diminishes the value of NPS data, potentially leading to flawed decision-making.
The classic Net Promoter Score (NPS) survey question— "How likely are you to recommend this product or service to a friend or colleague?"— has been a cornerstone of customer loyalty measurement for years. However, as Chris Hauck, President of HauckEye, highlights in his article published in the November issue of Quirks, this method often fails to capture the nuanced complexity of customer attitudes and behaviors. Over time, customers have developed habitual responses to the NPS question, frequently providing similar scores without fully reflecting on their experiences. This lack of differentiation diminishes the value of NPS data, potentially leading to flawed decision-making.
Chris argues that the original purpose of NPS driving loyalty and growth through exceptional customer experiences has been undermined by its overuse and methodological limitations. To address these challenges, he introduces an alternative approach, supported by an experiment, that places NPS questions in a competitive context.
The article offers evidence-based insights for improving loyalty measurement and provides a fresh perspective on NPS. For researchers seeking to optimize their customer loyalty metrics, you won’t want to miss it.
To learn more about Chris’s work click here.
To learn more about NPS basics click here.
