Net Promoter Score
Metric of Customer Satisfaction (Experience Quality, Customer Success), instrumented by plans-to-refer. (Hmm, does this predict whether you'll go Viral?) (Life Cycle). Aka NPS.
It's a "standard" (best practices) because it was "validated":
- in 2003
- as a predictor of market share
- in CPG (aka soda and toilet paper)
- as long as you started with a random sample and worked hard to get a high response-rate
http://en.wikipedia.org/wiki/Net_Promoter_Score
http://www.satmetrix.com/satmetrix/netpromoter.php?page=1
http://findarticles.com/p/articles/mi_m0EIN/is_2008_April_10/ai_n25148282/
http://www.theultimatequestion.com/theultimatequestion/measuring_netpromoter.asp
My experience (case study)
- a service-intensive business with a long (multi-year) customer relationship duration
- NPS survey given periodically throughout duration, and at end/exit
- high response-rate at first-send (because new/excited customer), high response-rate at end (because lots of effort went into collecting outcome "data"), low for the rest of the time
- the exit-survey results were half the score of the other surveys
- the exit-survey didn't get averaged in the ongoing dashboard because it was a special case, and lagging, etc.
- dashboard review process over-talked minor variations in the fakely-high score
If you're a start-up, should you instead do the Very Disappointed survey? (Again, you need super-high response rate.)
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