Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages
How NPS Scores Can Kill Your Marketing Funnel
We explore why the Net Promoter Score, a loyalty metric created by Fred Reichheld and Bain & Company in 2003, has become a dangerous obsession for marketers. While NPS seems simple—'how likely are you to recommend us on a 0–10 scale?'—fixating on it can distort your marketing funnel in perverse ways. We dissect a 2024 Stanford Graduate School of Business study showing that high-NPS customers are often the least profitable because they overuse support and rarely pay full price. We contrast this with the 2018 research by Harvard Business Review's Timothy Keiningham that found NPS…
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