Does the Survey Method Affect the Net Promoter Score?

摘要

The extensively debated Net Promoter Score (NPS) originated in consumer marketing to measure brand loyalty. It has become a ubiquitous method to assess user sentiment across many industries, products, and services. NPS has the widely touted tagline of "the one number you need to grow." NPS is typically collected in 2 ways--via in-app intercept surveys within the actual product/application or as part of a large email campaign. NPS collected via email campaigns consistently produces lower scores than via in-app intercept method. Case Studies outlining these differences are discussed.