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Your Net Promoter Score Isn’t Telling You What You Think It Is

NPS® isn't lying to you. It's just answering a different question than the one you think it's answering.

Net Promoter Score® measures one thing: how likely someone is to recommend you. That’s not the same as satisfaction. And it’s definitely not the same as retention.

We’ve seen loyal, satisfied customers give low NPS® scores — not because they’re unhappy, but because recommending you means competing for something scarce, like limited inventory or capacity, and they’d rather keep their edge to themselves.

We’ve also seen customers hand out high scores and happily recommend you to a competitor — because they’re confident enough in the relationship that a little competition doesn’t scare them. Right up until it does.

NPS® can’t tell the difference between those two customers.

We can.

Trusted by B2B organizations to uncover hidden revenue risk and protect millions in revenue—typically delivering 2:1 to 10:1 ROI.

The Dunvegan Group examining financial data

Why Choose The Dunvegan Group?

Most companies chase the wrong number. We built the right one.

The Business Retention Index™ (BRI™) isn’t a survey question or a proxy. It’s 25+ years of proprietary research into why customers actually leave — research that started as a hard problem my late husband and business partner, Olev Wain, and I couldn’t stop pulling on, and became the book I later edited and still teach from today.

NPS® asks whether someone would recommend you. BRI™ determines whether they’re going to stay. Those are not the same question, and treating them as the same question is costing you customers you think are safe.

BRI predicts retention with 90%+ accuracy. Not sentiment. Not likelihood. Retention — the number that actually shows up on your P&L.

I don’t license this out or hand it to a team of analysts. I hold the measurement. I apply it myself, in every engagement, because I built it and I know exactly what it’s telling you — including the part where your best customers are the ones staying quiet.

If your NPS® looks fine and you still can’t explain your churn, that’s not a coincidence. That’s the gap BRI™ was built to close.

Give me 15 minutes. I’ll show you what your Net Promoter Score® isn’t telling you.

Schedule a conversation with Anne

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