Strategy+Business – August 2019

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2. NPS is obsolete because so much has changed. Since the intro duction of
   NPS, customers’ expec tations have soared and companies’ access to information
   about their customers has increased dramati cally. Today, consumers expect next-
   day delivery of online purchases — with tracking and free returns. They use so-
   cial media to publicize their favorite companies and brands, and excoriate those
   that deliver bad ex periences. And increasingly, cus tom ers expect personalized and
   so cially conscious experiences — mean ing that CX initiatives are becoming far
   more critical to a company’s long-term success than they have ever been before.
   Further, companies have access not just to their own data, but also to
   so-called big data, sourced from, well, everywhere. They can use any number
   of proven analytical tools to glean insights from that data, and they can tap
   the rapidly growing ranks of analysts and data scientists to do so. Net Pro-
   moter Score neither captures the broad and nuanced expectations of custom-