Where Net Promoter Score Goes Wrong

Since its introduction in Harvard Business Review, 16 years ago, the Net Promoter Score, or NPS, has become a foundational business metric. Based on a single question—On a scale of 0 to 10, how likely are you to recommend our company?—it’s a simple way to get a quick read on consumer sentiment, and it’s been widely embraced in the marketplace. Many leading companies have embedded it into their operations.

Over the years doubts about NPS have been raised in the business press and in academic studies. So we decided to launch our own study of consumer advocacy, taking a fresh look at NPS, free of any suppositions about customer behavior.

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