NPS results from post-journey surveys most likely overstate customer loyalty. That’s because most surveys include only customers who complete their journey and surveys are sent before customers know whether what they did worked.  

NPS Differs Vastly Depending On Goal Achievement And Confidence 

In Forrester’s annual Journey Benchmark Study* we found that goal achievement made a big difference in how customers rated the NPS of their journey. Below, we’ll show that using data from UK online adults who went on a new product, issue resolution or use/manage account journey with a bank. We asked them whether they had completed their journey, whether they were confident it worked and what emotions and loyalty intentions they had after the journey.  

NPS depended on goal achievement and confidence. Customers who said they: 

  • Achieved their goal and were confident: NPS of 31.  
  • Abandoned or failed to complete their goal: NPS of -29.  
  • Were still pursuing their goal: NPS of -5. 
  • Achieved their goal but were uncertain that it worked: NPS of -27 

That last NPS of -27 is especially interesting. When customers complete their journey but aren’t sure it worked, their NPS is nearly as low as the NPS of those who abandoned their journey or failed to achieve their goal!  

Emotions And Outcomes Also Depend On Confidence In Goal Achievement  

Our data shows that this difference also affects other outcomes brands care about. Customers who said they achieved their goal but didn’t feel confident have fewer positive emotions and more negative emotions. They report smaller improvements in brand perception. And they have a lower likelihood to stay with and a lower likelihood to buy additional products from the bank. 

For more details, read “When Customers Question Their Journey Goal Achievement, Loyalty Drops” (Forrester Decisions access required) and see the data chart in UK Banks Overestimate NPS Because They Omit Customers Who Don’t Reach Goals. 

What Does This Mean For CX Leaders?

These findings show that journey surveys overstate loyalty.  What should you do about this? First: Be aware – especially if you report high scores – that the scores you report dont mirror reality. Second: Use feedback other than surveys (e.g., contact center transcripts or calls or digital analytics) to understand client sentiment. 

*This data is part of Forrester’s Annual Journey Benchmark Study. If you are a Forrester client, follow the report links included above. Or request analyst guidance to learn more and find out more about this and other data. If you aren’t a client but curious to get more details, please be in touch with us. 

Share