Humans are one of the few species known to be both completely
erratic in some behaviours yet predictably habitual in others. This is why
customer satisfaction is so difficult to measure. We buy some categories
predictably, but we buy others whenever and wherever we feel like it. So how
can we identify patterns?
One of the most widely used metrics of customer satisfaction
that is still kicking today is the Net Promoter
Score (NPS), which claims to measure loyalty by asking a series of survey
questions on the likelihood of recommending a product or service to others. And
apparently, it’s king shit.