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...

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