The Net Promoter Score (NPS) fails to predict revenue growth

Maya Yegorova

The Net Promoter Score (NPS) is not a reliable metric for predicting revenue growth, an analysis covering more than 30 companies found.

The Net Promoter Score (NPS) is not a reliable predictor of revenue growth, according to new research that analyzed the performance of more than 30 companies across these two metrics.

More precisely, the analysis – a working paper entitled “The Net Promoter Score (NPS) Fails to Predict Revenue Growth”, and published by the Marketing Science Institute, a unit of the Advertising Research Foundation (ARF) – stated that the NPS “was not a reliable predictor of revenue growth”, despite its popularity among business leaders.

This conclusion was based on research that covered brands in a range of categories, from...

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