Survey Metrics


Net Promoter Score (NPS), measures customer loyalty and works by simply understanding the proportion of promoters (advocates) and detractors (critics) within a business.

NPS is a really powerful customer experience metric as it is correlated with revenue growth. Used correctly, it can really help a business understand the drivers of success and failure.

What are the benefits?

  • It is simple and easy to understand.
  • The results are easily digestible.
  • As it is commonly used, there is the opportunity to benchmark.


  • NPS surveys ask about intended behaviour rather than actual behaviour.
  • It cannot stand alone – other questions are required to explain how to drive up the NPS score.
  • Where the question is placed in the NPS survey and how it is asked can have an impact on results.
  • It can create tunnel vision. There are other factors at play in driving up customer loyalty eg. Employee engagement.

Survey Metric types

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Survey Metrics

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