Customer advocacy metrics: the NPS theory in practice

The practical value of the NPS (Net Promoter Score) customer loyalty metric has been hotly debated. The NPS is based on a single question - 'would you recommend X to a friend or colleague' - on a scale from 0 to 10.

Customer advocacy metrics: the NPS theory in practice

Justin Kirby and Alain Samson

One of the most talked-about customer loyalty metrics of recent years, the Net Promoter® Score (NPS), has come under fire from researchers and practitioners who challenge its claim to be 'all you need to know' to predict business growth. It is easy to see why business managers were drawn to this one-question metric. First, there was the basic belief that customer focus is good and profits at your customers' expense are bad. When the NPS was introduced a few years ago (1), it provided scientific...

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