I was wrong — I admit it. I was caught up in the struggles of my clients. I started to realize something was wrong when people started to approach me at conferences, people from all over the world, saying “You are so right, in Australia, Singapore, Canada, [enter your country here] also give lower scores…” Oops.
Then the data started coming in, we even discovered differences between European countries. For instance, Italians give more extreme scores than the Dutch. What are we going to do, have a different NPS for every country? That is no solution.
What is more, is that I discovered that European promoters are actually more likely to be, well, promoters than their American counterparts. Sure Americans say that they are likely to recommend a company. But do they actually do it? Is anyone asking that question? Are you following up on your promoters after a period to see if they recommended you to anyone? Since Europeans in general don’t give 9s and 10s so quickly, those are real promoters!
One of the arguments I hear a lot in favor of EU-NPS is that an 8 in Europe means ‘good’. I agree, 8 is ‘good’. But — I always use a restaurant as an example, since everyone can relate — if you ate in a restaurant and gave it an 8, I am talking to you Europeans… would you really go to work the next day and tell everyone in the break room that they have to go eat there? No, I didn’t think so.
NPS is not a satisfaction question, it is a loyalty question, that asks a respondent, if they would stake their reputation on a recommendation. It is a loaded question that asks a lot of the respondent… and ‘8’ is just not a ringing endorsement, in any culture.