Does your organization use the Net Promoter Score method of monitoring customer loyalty?
If it does, you may have a love-hate relationship with it. Many market researchers do. It’s almost as divisive a topic as the Affordable Care Act! Numerous studies have been done to investigate if NPS scores are predictors of loyal behavior (such as repeat purchase) and even company financial performance: results are mixed. Other studies have sought to investigate how a company can use NPS to make specific, strategic investments: again here, debate exists.
Read more at Research Rockstar.
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Author Notes:
Jeffrey Henning
Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.
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