NPS® compared with CES, CSAT, Likert and other measurement options.
CSAT has been around since the 1980s, so it must be the safe choice, right? Not quite. Customer satisfaction does predict loyalty, but on its own it explains only about 8% of it. What the largest study of satisfaction found, what a review of thirty years of research found, and which metric to choose when you can only run one survey.
Customer Effort Score was sold as the metric that would dethrone NPS. But new independent research from Groningen, with no axe to grind, runs the numbers and the result is more interesting than either camp saw coming.
Every year a new customer-feedback metric arrives promising to make all the others obsolete. NPS, CSAT, CES, NEV, the arms race never stops. Here's how to pick one and stick with it, and why chasing the latest fad costs you more than it saves.
Is the NPS scale a Likert scale? It's a question that comes up in survey-design arguments more often than you'd think, and the answer matters for how you analyse the data. Here's the short version, with the bit most articles get wrong.
Every couple of years someone proposes a new metric that's about to make NPS obsolete. Net Revenue Score, pitched in the Wall Street Journal, was the latest. It misunderstands what NPS actually measures, and the response is worth reading even if you don't care about the metric.