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.