Spending Too Much Time On NPS Could Be Driving Customers AwayFierce Retail

July 17, 2013 | by Frank Hayes

Customer analytics company ForeSee says retailers may spend too much time and money worrying about the results of “the ultimate question”—and might even be alienating some customers as a result.

ForeSee argues that some of those “detractors” are really neutral, and won’t actually badmouth the chain or brand. Its “Word-of-Mouth Index” (WOMI), which ForeSee says it spent the past two years developing, adds a second question, asking customers how likely they are to discourage others from doing business with the company, then subtracts the percentage of “true detractors” (a score of 9 or 10 on the “discourage” question) from the “promoters.” Read the full article »

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