What do these divergences from a Net Promoter view mean for how to understand and manage customer loyalty?
The first priority is to ask customers more than just willingness to recommend. Net Promoter advocates call the recommendation measure the “ultimate question,” but independent research has shown that other questions are equal or superior in predicting company performance (see our white paper “The Path to Excellence”). Further, multiple measures used together ensure greater stability in tracking customer loyalty. Among the many questions that could be asked besides “willingness to recommend,” two are especially important: • How satisfied are you with your most recent product or service experience? • How likely are you to purchase from this company again in the future? (Variation: how likely are you to continue the relationship? Using these two additional questions in conjunction with willingness to recommend, certain customers should be placed in different categories than the traditional Net Promoter categories of “Promoter” (likely to recommend), “Passive” (marginally willing to recomm
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