I am seeking help from customer experience management (CEM) professionals to complete a short survey (~5 minutes) for my research. In return for your contribution to science, I will give each survey respondent a copy of my new customer experience management book, TCE: Total Customer Experience (pdf version).
Background to Research: Net Scores and Mean Scores
I am studying two different ways of summarizing data to determine how easy each is to understand. These two ways are: Net Scores and Mean Scores.
In the context of customer experience management, we use standard questions and rating scales to measure specific things about the customer. As one example, to measure customer loyalty, companies often ask their customers about their "likelihood of recommending" them to their friends/colleagues. The question and rating scale appear below.
Responses to this question are generally summarized in two different ways: Net Scores and Mean Scores.
- Net Scores: A Net Score is a difference score. The Net Promoter Score (NPS) is calculated by subtracting the percent of respondents who give a rating between 0 and 6, inclusive (they are called Detractors) from the percent of respondents who give a rating of 9 or 10 (they are called Promoters). The NPS is a difference score. The resulting NPS can potentially range from -100 to 100 (higher scores indicate higher loyalty).
- Mean Scores: A Mean Score is the average rating across all respondents. The Mean Score is calculated by summing the ratings of all the respondents and dividing that sum by the number of respondents. The Mean Score can potentially range from 0 to 10 (higher scores indicate higher loyalty).
Earlier, I found that Net Promoter Scores and Mean Scores are highly related to each other; that is, companies that have a high Mean Score also have high Net Promoter Score. For the current study, I want to determine how well CEM professionals understand and get meaning from these two scores.
What I Need from You
If you are a CEM professional, please consider completing this brief survey. It will take you about 5 minutes to complete. In return for your help, I will provide you a free copy of my new book, TCE: Total Customer Experience. Also, you will receive a summary of the results of the study when I have enough respondents to draw reliable conclusions. Your responses will remain totally confidential. I will not share individual results with anyone.
To complete the survey, click the link below.
Thanks for your time,
Bob E. Hayes, PhD