Brendan Rocks

Head of Data Science @ Satmetrix

15 Years of Tracking

Net Promoter

What have we learned?

what?

11:00 - 11:35

• The History of Net Promoter
• NPS in 2015: What's changed?
• Not Just Performance: Demographics & NPS

 

11:35 - 11:45

                 Q&A

© Satmetrix Systems Inc, 2015

objectives

What's A Good NPS?

• Varies by industry                                                   
• Varies by customer segment
• Varies over time

 

Aside from CX, What Else Can Affect NPS?

• External Events                                                      
• Industry Wide Trends
• Disruption 
• Shifts in Your Customer Base

© Satmetrix Systems Inc, 2015

The history of

Net promoter 

© Satmetrix Systems Inc, 2015

© Satmetrix Systems Inc, 2015

net promoter in 2015

© Satmetrix Systems Inc, 2015

what's changed?

© Satmetrix Systems Inc, 2015

uncomfortable sales pitch

WE HAVE BENCHMARK REPORTS FOR SALE!

ONLY

 

 

 

DISCOUNTS

AVAILABLE!

satmetrix.com/benchmarks

 

$995!

 

DOWNLOAD THE GROCERY/SUPERMARKET REPORT - FREE!

BUY THE RAW DATA, TOO!

© Satmetrix Systems Inc, 2015

not just performance: Demographics & NPS

© Satmetrix Systems Inc, 2015

the influence of demographics

What do we mean by demographics?

• Age, gender, income, education level, etc.

 

Effects are small and noisy

• ~250 brands                                                                               
• ~125k responses
• Need bespoke statistical model

 

© Satmetrix Systems Inc, 2015

why do demographics matter?

© Satmetrix Systems Inc, 2015

how to correct for demographic bias?

A few problems to solve

• You need a lot of data
• Across a lot of companies
• Statistical Models need to reflect the complexity of the real world!

© Satmetrix Systems Inc, 2015

take-aways

The Definition of a Good NPS

• Varies by industry                                                   
• Varies by customer segment
• Varies over time

 

While CX is the Primary Driver of NPS, watch out for

• External Events                                                      
• Industry Wide Trends
• Disruption 
• Shifts in Your Customer Base

© Satmetrix Systems Inc, 2015

@rocksbrendan

brendan.rocks@satmetrix.com

github.com/brendan-r

linkedin.com/in/brendanrocks

questions?

attributions

• Presented in HTML, using reveal.js
• Static plots created using R, and ggplot2
• Animated visualizations created using d3.js
• Statistical models fit using R & C++. Packages:
  • lme4 (US Demographics)
  • Stan (Cross-cultural response differences)
  • NPS (significance tests)