Unlocking the Power of NPS

Brands Need a Back-to-Basics Approach to Cultivate Better CX

About This Report
A company’s Net Promoter Score (NPS) has the potential to impact businesses positively in sales, cost efficiencies, and profits. But why are so many brands misusing it?
Table of Contents

Executive Summary

Net Promoter Score (NPS) is the go-to metric to gauge customer satisfaction, but it’s not giving customers what they want from brands: a better experience.

Key Question: How should companies leverage NPS to improve the customer experience (CX) for sustainable business growth?

KEY STAT: Customers overwhelmingly want to repurchase and recommend based on positive CX, but 76% of customers will tell friends and family about a bad experience.

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    Table of Contents

    1. Executive Summary
    2. Most Brands Miss the Mark with NPS
    3. Companies Misuse NPS—If They Use It at All
    1. How Can Companies Unlock the Power of NPS?
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Adam Dorrell
    CEO and Co-Founder
    Interviewed May 17, 2022
    Ben Goodey
    Head of Growth Marketing
    Interviewed May 17, 2022
    Greg Kihlstrom
    Principal, Chief Strategist
    Interviewed April 21, 2022
    Ian Luck
    Vice President, Marketing
    Interviewed May 17, 2022
    Ken Peterson
    President, CX
    Interviewed May 18, 2022
    Adam Ramshaw
    Director and Owner
    Interviewed May 16, 2022
    Rupert Whitehead
    Strategic Partnerships Manager
    Interviewed May 16, 2022


    Patty Soltis


    Dave Frankland
    Principal Analyst, Marketing
    Tracy Tang
    Senior Researcher
    Kelsey Voss
    Principal Analyst
    Debra Aho Williamson
    Principal Analyst
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