Customer satisfaction is a critical component of user experience, shaping brand perception and influencing long-term customer relationships. Net Promoter Score (NPS) is a widely used metric to measure satisfaction, but its rigid classification thresholds and simplistic design often fail to capture the complexity of customer perceptions. While critics advocate for alternative models, NPS remains deeply embedded in industry practices. Rather than seeking to replace it, this study focuses on enhancing its interpretability by examining how customers understand and express satisfaction through NPS. Adopting an approach that focuses on the users point-of-view, this research explores customer perception of NPS scores within a UK banking context, investigating how individuals classify themselves within the metric and how the tone of their feedback reflects their true sentiment. Findings reveal that while many UK banking customers correctly identify their NPS category, misclassification is common, particularly among those who feel positive about their experience but provide scores that place them in lower categories. These results could highlight the importance of designing customer satisfaction measures that align with user expectations and communication styles. Furthermore, analysis of feedback tone suggests that sentiment-based models could complement existing metrics, offering a more nuanced understanding of customer experiences. This research underscores the need for a more nuanced interpretation of customer satisfaction, ensuring that feedback mechanisms capture the complexity of user sentiment and drive meaningful service improvements. More broadly, these findings may have implications for the design of customer feedback systems, underscoring the need for interpretive approaches that can capture the complexity of user sentiment and drive meaningful service improvements.

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Behind Customer Satisfaction Metrics: Exploring User Perceptions of Net Promoter Score (NPS) as a Measure of Satisfaction

  • Jade Logan,
  • Daniele Doneddu,
  • Kevin McLafferty,
  • Muneeb I. Ahmad,
  • Nicholas Micallef

摘要

Customer satisfaction is a critical component of user experience, shaping brand perception and influencing long-term customer relationships. Net Promoter Score (NPS) is a widely used metric to measure satisfaction, but its rigid classification thresholds and simplistic design often fail to capture the complexity of customer perceptions. While critics advocate for alternative models, NPS remains deeply embedded in industry practices. Rather than seeking to replace it, this study focuses on enhancing its interpretability by examining how customers understand and express satisfaction through NPS. Adopting an approach that focuses on the users point-of-view, this research explores customer perception of NPS scores within a UK banking context, investigating how individuals classify themselves within the metric and how the tone of their feedback reflects their true sentiment. Findings reveal that while many UK banking customers correctly identify their NPS category, misclassification is common, particularly among those who feel positive about their experience but provide scores that place them in lower categories. These results could highlight the importance of designing customer satisfaction measures that align with user expectations and communication styles. Furthermore, analysis of feedback tone suggests that sentiment-based models could complement existing metrics, offering a more nuanced understanding of customer experiences. This research underscores the need for a more nuanced interpretation of customer satisfaction, ensuring that feedback mechanisms capture the complexity of user sentiment and drive meaningful service improvements. More broadly, these findings may have implications for the design of customer feedback systems, underscoring the need for interpretive approaches that can capture the complexity of user sentiment and drive meaningful service improvements.