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Madness in metrics

The Net Promoter Score (NPS) is supposedly the best marketing metric.

But the image below offers great insights into why we need to rethink the NPS metric.

While it has many great advantages, that metric can get messed up when:

  1. Customers are asked without context: No one has intentional conversations about promoting offerings on a daily/frequent basis. Customers promote offerings only when certain conversations take them there.
  2. Customers are asked after a customer support resolution: When things go south, the customer will be livid. If the support team resolves the issue and then you ask for the NPS, of course, the customer will give you a high score. But if you ask after the incident, they’d give you a lower score.

And no one asks the customers about the NPS during or after the incident and before the resolution.

Include multiple qualitative questions whenever you ask about the NPS to really understand the customer’s context.

Takeaway

Don’t depend on metrics just because you can measure them quantitatively. Without customer context, the NPS is just another vanity metric.

How are you measuring your metrics? Click here and let me know.

What can be counted doesn’t always count, and not everything that counts can be counted.

William Bruce Cameron

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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