Marketing Viewpoint by Ruth Winett
Net Promoter Score - Demoted Intention Is Not the Same as Actual Behavior
For sixteen years the Net Promoter Score (NPS) has been a convenient way of gauging respondents view of companies and their offerings. However, the NPS substitutes simplicity for true insights, says Christina Stahlkopf of C Space. C Space, has developed a new method of gaining more meaningful customer feedback called the Earned Advocacy Score.
Calculating the Net Promoter Score (NPS)
Ask people, "On a scale of 0 to 10, how likely are you to recommend our company or product or service?" The NPS equals the percentage of Promoters (score of 9 or 10) minus the percentage of Detractors (score of 0-6).
Stahlkopf equates the NPS with a compass that helps you navigate, but gives you limited helpful topographical information. Her critique of NPS is based on C Space"s extensive survey data:
"Earned Advocacy" - New Behavioral Method
Earned Advocacy Scores (EAS) are more meaningful because they are based on actual behavior. Moreover, the EAS approach examines the reasons behind a decision to recommend or criticize a brand or product.
Calculating the Earned Advocacy Score (EAS)
Ask people, "“Have you recommended ABC?" Also ask, "Have you discouraged someone from buying ABC?" The EAS is the percentage who have actually recommended ABC minus the percentage who have discouraged someone from purchasing ABC. Following up with open-ended questions will elicit the reasons that underlie the behavior.
While one should not base major decisions on a single number, calculating an Earned Advocacy Score will offer insights into how your company is doing, particularly if you follow up with open-ended questions that elicit reasons for having recommended or not recommended a brand. For example, "Why have you given a qualified recommendation for brand ABC?" "Why have you told someone not to purchase from XYZ?"
Winett Associates helps companies understand
Copyright © 11/19 Ruth Winett. All rights reserved.
For Email Marketing you can trust
Winett Associates tel: 508-877-1938 fax: 508-877-9409 email
©2019 Winett Associates. All rights reserved.