Why it matters

NPS gets a bad rap but companies are often focused purely on one part of the concept, placing far too much stress on the simple recommendation aspect and too little on the learnings that can be extracted from open-ended ‘why?’ questions.


  • Machine learning opens up new possibilities for developing insights from thousands of open-ended questions that are usually ignored.
  • This approach has the benefits of speed and, done properly, enables a more nuanced understanding of the what customers see as good and bad in the brand.
  • There are few simple alternatives to NPS, but some, such as ‘kinectivity’ point to a different way forward.

Business and brands often trumpet good NPS scores, and why wouldn’t they when, as in the case of Colt Technology Services, they are an extraordinary 49 points above the sector benchmark (64 v 15).