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NPS: Did you ever wonder if the person who designed the NPS survey was a sadist who enjoys watching people suffer?

In today's world, customer satisfaction is paramount to the success of any business. However, with the constant bombardment of surveys, it's no surprise that customers are experiencing survey fatigue. Fred Reichheld, the grandfather of the one-question customer satisfaction survey, even admits to this. He introduced the Net Promoter Score (NPS) in 2003 with a single question, but now he's the first to jump on the bandwagon for minimizing surveys.

Marketers tend to ask for easy-to-measure data and KPIs, rather than listening to customers and understanding their wants and needs. However, what they want is measurement, not feedback.

Actually telling an airline or hotel how you feel - unprompted, qualitative, context-rich, honest feedback - is near impossible.

Gartner found that while most companies collect feedback, only one in three use it to make improvements. Fewer than one in 20 tell customers about the changes they've made. This raises concerns about the accuracy of all the data being collected.

Rating inflation further complicates matters. For instance, Uber makes ratings mandatory and requires rating drivers on a scale of 1 to 5. Anything lower than a 5 requires an explanation on what is below expectations. A driver with a score lower than a 4.6 goes on probation.

To improve customer experience strategies, businesses need to integrate customer feedback into their decision-making process. Data literacy is key in this regard. Companies need to understand how to extract meaning and make decisions from the data they collect. They also need to understand which metrics and KPIs are relevant to their business objectives.



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