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.
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.
TESTIMONIALS
What Clients Are Saying About The Dunvegan Group
“The Dunvegan Group helped us research, develop, and deploy the systems needed to improve customer metrics. The input provided an elevated insight into customers, helping us shape our business to better suit traveler needs. Their team is timely, knowledgeable, and adaptive, giving us the confidence needed to deploy initiatives based on their reporting. A variety of customer-driven projects are currently underway, none of which would have been possible without the research and analysis provided by The Dunvegan Group.”
Lucas Escalada
Corporate Communications Specialist, Indiana Toll Road
“The Dunvegan Group helped us to be proactive and resolve issues before the client contract expired … We were able to achieve several million in savings last year through rescued business.”
Michael Billings
Director Marketing Research, ARAMARK Uniform Services
“As the leader of a large national organization, and one of Dunvegan’s first clients, we benefited greatly by using these management tools, with great support and guidance ... It gave our company a true competitive advantage!”
Gord Box
Senior Transportation Industry Executive
“The service provided by The Dunvegan Group helped us to better understand our clients… a strong understanding of our company and our industry which allows them to provide us with valuable recommendations regarding our Customer Care and Retention Program.”
Serge Pérignon
Marketing Manager, Ryder
“Our Customer Satisfaction Measurement Program is a valuable tool for measuring performance company-wide – all employees are privy to the results as they are key performance indicators…”
Tim Holmes
Partner, Elmira Poultry
“You have seen our customer satisfaction program become an institution throughout the organization. I believe your constant vigilance to making it clearer and more user-friendly, as well as your willingness to invest your time in training and retraining, made a significant difference in how quickly we developed it. Equally valuable was your ability to translate what you learned about AUS’s customers in other insights and suggestions that clarified important issues. It has been a pleasure to work with you for these past five years.”
Judith Weiss
VP of Marketing
“I genuinely feel that because of The Dunvegan Group’s reports, we have mended relationships with clients, especially ones we did not know we had problems with. We have far better tracking systems and a pumped-up results-based internal team. Our team has created an overall operational plan to take us into the future with increased market share through repeat business from existing clients and referral business.”
Sharlene Massie
CEO, About Staffing
“With the help of The Dunvegan Group, we developed a customer-focused culture, increased our retained business (both customers and revenue) and attracted new business. Our on-going Customer Care and Retention™ program provided us the ready access to the “voices of our customers” as well as valuable key performance indicators for our Balanced Scorecard. By listening to the feedback, and taking swift action, we demonstrated our commitment to both our customers and our employees ~ which stimulated tremendous growth.”
Doug Vanderspek
President, Trailer Wizards
“Anne performed a key role in creating a level of self-awareness that was instrumental in this change. In addition her practical knowledge and experience provided in depth insights that enabled challenges to be overcome and barriers to be removed. Anne Miner has been of great help to me at Monaghan Mushrooms. She is a pleasure to work with and I am delighted to have an opportunity to recommend her as a Trusted Advisor and look forward to continuing our collaboration.”
George Graham
Commercial Director, North America, Monaghan Mushrooms Ltd.
“ We knew something had to change at HeadStart, but without the help of Anne Miner, President and Senior Consultant at The Dunvegan Group, we wouldn't have known what changes to make. Her methodology and calm approach to get feedback allowed us to really hear what our clients were saying. After implementing changes based on Anne's work, we experienced increased retention and growth as a result. I recommend Anne's approach and services for every founder or leader looking for tangible answers to determine the right path for their company. ”
Susan Varty
CEO, Headstart Copywriting
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