People often ask, "What's the right metric to use on a customer survey?"
The answer, of course, depends on what you're trying to measure. Often the survey has more than one goal, and this will require measuring more than one metric. Unfortunately, the people promoting the Net Promoter methodology have been promoting the idea that you only need to measure one thing (and, of course, that one thing is their metric).
As a case in point, we have a client currently asking both a recommendation question (similar to Net Promoter) and a customer effort question. Customer Effort is a metric designed to measure the roadblocks a customer experiences in trying to get service, and it's a good way to gauge how smoothly a particular transaction went. Net Promoter, in contrast, measures a customer's overall relationship with the brand and company.
In this survey we noticed a curious thing: a meaningful percentage of customers who both said they would recommend the company, but who also said they had to go through a lot of effort to get what they wanted on the customer service call.
This should be surprising to anyone using Net Promoter to measure a particular customer experience--the theory being that customers who just had a bad experience will be less likely to recommend the company.
That theory may have some truth on average, but when it comes to individual customers there's clearly something else going on.
So we listened to a number of the interview recordings to better understand what the customers were saying. And the message was loud and clear: These customers had a bad customer service experience, but were loyal to the company for completely unrelated reasons.
The recommendation question was doing exactly what it was supposed to do: measure the customer's overall relationship with the company. And the customer effort question was also doing exactly what it was supposed to do: find the ways the company made it hard for customers to get the service they expected.
The lesson is simple, but often needs to be repeated. Ask the question about what you want to know. Don't expect a survey question designed to tell you one thing to measure something else.
Net Promoter and Customer Effort are two different questions which measure two different things.