By: John Goodman and Kathleen Kerr
The Net Promoter Score (NPS) can be a dangerous tool. Implicitly ignoring “passives” – those offering a “7” or and “8” on a 10-point scale– the NPS disregards a large segment of the market that is less loyal, more likely to spread negative word of mouth, and more responsive to “cheap delighters” that can enhance loyalty and positive word of mouth.
