Do Companies Like Net Promoter Score?

Whenever we discuss Net Promoter® Score, we get a bifurcated set of reactions. Some people love NPS® and others hate it. So we decided to more quantitatively gauge the sentiment.

In a recent study, Temkin Group asked more than 300 CX professionals to share their thoughts about NPS. As you can see below:

  • Most aren’t impressed. Over half of respondents say that NPS is either just like or worse than other metrics.
  • Many are avid fans. More than four out of ten respondents think that NPS is a better metric than most others. What’s most interesting about this group is that an overwhelming majority of them don’t just think that NPS is good, but they think it’s great.

What’s my opinion? NPS is not a panacea or the ultimate question, but it can be a fine metric if deployed in the right situations and used in the right ways. See my recorded webinar, Net Promoter Score, Fact and Fiction and read our recent report on how to build a successful CX metrics program.

The bottom line: Focus less on the CX metric and more on the overall program.

Net Promoter, Net Promoter Score, and NPS are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

2 thoughts on “Do Companies Like Net Promoter Score?”

  1. I suspect your results are a function of the question design. There are really two questions tied into one:
    1) What is the quality of NPS as a metric? (Scale: great – terrible)
    2) How does NPS compare to other metrics? (Scale: great – terrible)

    There’s potential confusion as respondents may feel strongly about one question and have a neutral or even opposite reaction to the other.

    1. Good point in general, compound questions can definitely be problematic in surveys. In this case, the two elements of the question actually describe a singular point of view, so I think the results are pretty informative of the actual perceptions of NPS. There would be a problem if the question combined, for instance, quality of NPS with results from using it. Like if a response option was “it’s a great metric, and we get great value from it.” Then we’d be evaluating two completely independent dimensions.

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