Net Promoter News: Who Surveys the Surveyors? | CustomerGauge Net Promoter News: Who Surveys the Surveyors?

Request Demo

Net Promoter News: Who Surveys the Surveyors?

guard - thanks to

Quis custodiet ipsos custodes? For those who missed out on a formal education, memorise and learn this latin quote, which can be translated as "Who Watches the Watchmen?" (that includes you, CIA). I choose to modify this expression to mean "Who Surveys The Surveyors?", and I move for a standardised reporting of the Net Promoter Score®.

In the last 3 months I've reported around 100 company Net Promoter Scores. I'm delighted that companies are choosing to reveal the scores, especially in Earnings Calls. But unlike GAAP audited accounting figures I am never sure if the figures are meaningful or can be trusted. I am certain that intentions are good, but also certain that some companies are reporting on small sample sizes or with non-standard questions.I call on you, the nascent Net Promoter Industry, to agree on a standard for reporting, so we can benchmark companies further. My suggestions are:
  • Minimum sample size: Let's say n=100 as good place to start. If you can't get to 100, please list the "n" used.
  • Sampling: You have a minimum response from survey: 20% is a good start. If you claim an "relationship" NPS for the company, that means you should have something like  20% of your customers responding. For "transactional" NPS on touchpoints, same applies.
  • Standardised Likert scale: Fred's book says 0 - 10. Nothing else please.
  • Standard Question: Question must include be "Would you recommend..."
  • No-gaming: Take sensible steps to ensure that survey-fraud has not taken place
  • Auditing: Self-certification should be enough, but you should be ready for peer review of results to ensure an outside perspective.
  • Designation: So the industry knows when a result meets above criteria, I suggest a small designation. My first idea was  NPS100 (meaning n=100) but I think too restrictive. My new suggestion: NPS-a - meaning "Net Promoter Score - Audited"
The more discipline on reporting the better for all concerned. If Net Promoter Score is to become a gold-standard for investing, let's make sure we can all do a better job to enable comparison.I welcome your comments.

Next Up: 5 things you (maybe) didn't realize you could do in CustomerGauge - Reporting

Curious about where the data in these reports is coming from? Download the eBook to learn more!

Get the eBook

Might we also interest you in...

Take the B2B CX Assessment

See how your CX program stacks up against the competition and best practices for future success.