Imagine arriving at the airport, skipping the queue to check in, being greeted warmly, and being given a free upgrade. Painlessly passing through security, boarding the plane before everyone else, a welcome drink waiting. Having an amazingly smooth flight, arriving at your destination early, and gliding through immigration – to find your suitcase has been lost. A representative from the airline chooses this moment to ask you to rate your satisfaction with the experience and you score it a zero.
Now, imagine entering a boardroom to present your company’s Net Promoter Score (NPS) alongside other customer satisfaction research. You stand up to share the figures, and this year’s score is unchanged from last year’s. You don’t have the information required to go from monitoring to management, you can’t connect the data to anything that happened in real life, and you can’t demonstrate ROI of any of your decisions to justify more investment.
