14 min
How to Improve NPS for Accuracy & Actionability with NPS expert Paul Abel PhD Conversations for Research Rockstars
-
- Marketing
Opinions on the accuracy of Net Promoter Score (NPS) as a customer loyalty measure vary widely.
But like it or not, the reality is that a lot of organizations use NPS. It has become a standard key performance indicator (KPI) that many business executives embrace. So it's not going away anytime soon. The question for those of us who care about data accuracy, is how can we augment or possibly modify it to make sure that the data story told by NPS, is going to help the business improve.
Many people think they “know” NPS, but once you dive in and actually start working with it, you find there is more to making it useful than simply counting “promotors” versus “detractors.” A lot more.
In this excerpt from a guest lecture delivered to Research Rockstar students, NPS expert Paul Abel tackles burning questions about controversies surrounding NPS (is it a truly useful measure of loyalty?), and his experience in optimizing research programs that use NPS.
About the Speaker: For over 25 years, Paul Abel has led qualitative and quantitative research across a wide variety of topics and markets worldwide via his work at Blue Research, and previous work at Intel and Gartner Consulting. Paul holds a PhD in Psychology/Neuroscience from the University of Washington and BS degree from UCLA. Check out his other content and services here: www.blue-research.com
Further NPS-related info:
A video chat on NPS with Kathryn Korostoff and guest Jeffrey Henning of Researchscape. Two well-done articles on the pitfalls of NPS: this one cites a lot of very credible research and proof points, and this one has research-supported advice on how to improve NPS (access to the full article requires being a subscriber to Quirk’s, and subscriptions are free).
Opinions on the accuracy of Net Promoter Score (NPS) as a customer loyalty measure vary widely.
But like it or not, the reality is that a lot of organizations use NPS. It has become a standard key performance indicator (KPI) that many business executives embrace. So it's not going away anytime soon. The question for those of us who care about data accuracy, is how can we augment or possibly modify it to make sure that the data story told by NPS, is going to help the business improve.
Many people think they “know” NPS, but once you dive in and actually start working with it, you find there is more to making it useful than simply counting “promotors” versus “detractors.” A lot more.
In this excerpt from a guest lecture delivered to Research Rockstar students, NPS expert Paul Abel tackles burning questions about controversies surrounding NPS (is it a truly useful measure of loyalty?), and his experience in optimizing research programs that use NPS.
About the Speaker: For over 25 years, Paul Abel has led qualitative and quantitative research across a wide variety of topics and markets worldwide via his work at Blue Research, and previous work at Intel and Gartner Consulting. Paul holds a PhD in Psychology/Neuroscience from the University of Washington and BS degree from UCLA. Check out his other content and services here: www.blue-research.com
Further NPS-related info:
A video chat on NPS with Kathryn Korostoff and guest Jeffrey Henning of Researchscape. Two well-done articles on the pitfalls of NPS: this one cites a lot of very credible research and proof points, and this one has research-supported advice on how to improve NPS (access to the full article requires being a subscriber to Quirk’s, and subscriptions are free).
14 min