NPS Sample – Part 2

One of my favorite people commented that my last post sounded angry. Sorry about that. It was really just frustration with the process of larger companies.

Some additional information about the results might help you understand my frustration. As you might recall, there was an extended conversation about who to include in the sample for the company’s NPS survey. It is a relationship survey and many people like me feel like customer surveys of this type should be conducted among a representative sample of all customers. The executives decided to include only top-tier customers — those who spend the most money.

Here are the results. The number of completes for our group was about 1,500 last quarter; this quarter…wait for it…46. Our NPS measurement is 16 plus or minus 31. Out of tens of thousands of customers, we got 46 completed surveys. The anger this quarter is coming from the executive team above those who made this decision. To top it off, the same process will be used for the current quarter using twice as many top-tier accounts. I am guessing that we will get about 92 responses this time. I’m not sure whether to laugh or cry.

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