Business is increasingly focused on using customer feedback to improve customer experience. In pursuing this strategy companies have looked for a simple metric that can be deployed across the whole organisation. Net Promoter Score, Customer Effort and Customer Satisfaction all have their advocates who champion each metric in academic papers, publications and online fora.
Our contention is that this widespread debate has given rise to an excessive focus (often at board level) on the number itself with too little attention paid to what lies behind the number (the reasons why the number is high or low, goes up or down). In this paper we consider the factors that influence the measuring of NPS, Effort or CSAT and how to ensure consistency of data.
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