I was meeting with the Executive VP of Sales for a national retailer, who asked me “Is there a holy grail of customer experience measurement? We use satisfaction, and I’ve heard about this Net Promoter Score. Is there one score that’s the best?”
This is an important question, and one I’m frequently asked. Opinions differ, with some companies advocating their favorite metric with the zeal of the converted. NPS is the only question you need. Satisfaction is absolutely not predictive. Or it’s just as predictive as NPS. Or more predictive. The Customer Effort Score is far more predictive than either one.
With all these contentions, why do I keep reading case studies that contradict each other? Why do some companies find NPS is more predictive of financial results than satisfaction, where others find just the opposite?