NPS is where customer insight starts, it’s not your ultimate goal

    Lots of businesses use net promoter score (NPS), as well as a host of other customer satisfaction (CSAT) scores. But are these scores any more use in predicting loyalty than reading tea leaves? It’s a seductive idea: one number to rule them all.

    This desire to quantify customers and their opinion is another strand in the data-driven marketing discussion: let’s stop doing things on instinct and start making decisions based on data. Indeed, geeking out on ROI, attribution models and effectiveness measures are all part of the need for marketing to show its true business value. The idea is that being data-driven is a good thing, and quantifying customers’ view of the brand is even better. Not a bad idea in principle.

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