Many questionnaires designed to evaluate customer experience now include both a SATISFACTION question and a NET PROMOTER SCORE question. Do we need both?
Are these just two ways of asking the same question:
- “How satisfied were you with the service you received?”
- “How likely would you be to recommend us to friends and family?”
Does the response to one question simply mirror the response to the other question?
Or are they offering subtly different insights into the customer’s experience?
The results from an ‘Overall satisfaction’ question and the results from a ‘Net Promoter Score’ question were analysed from data sets of survey responses held in TPTracker.
The results indicate there is a strong correlation between the two data sets but that the mathematical formula used to translate the ‘Net Promoter Score’ question into a single value make it a more sensitive indicator than the ‘Very/Fairly Satisfied’ value.
However, if the satisfaction question is translated into a single ‘Net Satisfaction Score’ using a similar mathematical formula, then the value obtained is very similar to the Net Promoter Score.
In other words, the Net Promoter Score question provides no additional data that can’t be got from the satisfaction question.
To read the full TPTracker Benchmark Report, click here.
See also our previous news item: “Stop trying to delight your customers“.