Net Promoter Score Considered Harmful (and What UX Professionals Can Do About It)

Jared Spool

December 20th, 2017

In this week’s article, I discuss the implications of the Net Promoter Score (NPS) and why it shouldn’t be used.

Here’s an excerpt for you:

One of the crazier things about the Net Promoter Score is how it’s calculated. The inputs come from a simple survey. Respondents are asked a single question: How likely are you to recommend [COMPANY] to a friend or colleague? On an eleven-point scale, with zero marked as Not At All Likely and 10 marked as Extremely Likely, respondents pick a number. (In later versions of the survey, Fred Reichheld suggested people ask a subsequent question about why they gave it that score. We’ll address that second question in a moment.)

Any normal statistician would just report on the mean of all the scores they collected from respondents. For reasons never fully explained, NPS doesn’t like the mean average of the numbers they receive.

While NPS won’t help you, there are measures that give you solid insight on what’s happening with your design. Kate Rutter will help you find them in her fantastic full-day UX Immersion: Interactions workshop, Measure What Matters: Crafting UX Success Metrics. Take advantage of that 2017 training budget and sign up today.

Check out the details of Kate’s workshop.

Read the article: Net Promoter Score Considered Harmful (and What UX Professionals Can Do About It)

 

How does your team feel about NPS?  Share your thoughts with us below.

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