UK Banks Overestimate NPS Because They Omit Customers Who Don’t Reach Goals

Net Promoter Score℠ (NPS) measures customers’ likelihood to recommend an organization. UK online adults who achieved a goal and were confident it worked gave banks an NPS of 31. When customers achieved their goal but weren’t sure if it worked, NPS dropped to -27. That’s almost as low as NPS for customers who stopped pursuing a goal or had to stop (-29). Customers still pursuing their goal gave banks an NPS of -5. As banks typically don’t include those who didn’t reach their goal in NPS measurement, this indicates that internally measured NPS is likely too high. This data snapshot shares data from Forrester’s Consumer Europe Survey, 2024.