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Using NPS Open-Text Responses to Uncover the Voice-Of-The-Customer

In: Serving the Customer

Author

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  • Jens Sievert

Abstract

The Net Promoter Score (NPS) is a frequently used metric by businesses, but academics remain critical. This article describes how the NPS works, which aspects are viewed skeptically by the academic community, and why it is worthwhile to take a closer look at the NPS and its applications. With the help of a basic text-mining approach, we shed light on the reasons promoters, passives, and detractors communicate about their NPS ratings in the insurance industry. The extraction of potential NPS antecedents is one of the achievements of this study, and the following significant factors influencing NPS ratings have been identified: (1) customer satisfaction; (2) price-to-performance ratio and value-for-money; (3) service quality; (4) claims handling; (5) hassle-free insurance; (6) contact person on-site and (7) the refusal to engage in insurance-related Word-of-Mouth (WOM) behavior. Our research indicates that there might be general antecedents of the NPS as well as industry-specific ones. The study will give managers and academics fresh insights on how to use NPS as a brand health metric, researching all potential customers.

Suggested Citation

  • Jens Sievert, 2023. "Using NPS Open-Text Responses to Uncover the Voice-Of-The-Customer," Springer Books, in: Thomas Aichner (ed.), Serving the Customer, pages 321-345, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39072-3_11
    DOI: 10.1007/978-3-658-39072-3_11
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