The double-blinded approach to gathering Net Promoter Score (NPS) is critical because it ensures that the feedback collected is as unbiased and accurate as possible.
When customers are aware that their feedback is going directly to the provider of the product or service, it can inadvertently influence their responses. They may give a higher score to avoid confrontation or because they feel a sense of loyalty.
Conversely, if they have had a negative experience, the context of direct feedback might lead them to give a more negative score than they would in a more neutral setting.
Similarly, if the researchers conducting the survey have a vested interest in the company, they might unconsciously influence respondents through their demeanor or the way they ask questions.
A double-blinded approach in NPS surveys is therefore not just beneficial but should be a foundational practice. Every NPS gathering exercise should strive to follow a double-blinded approach to mitigate these biases. Here’s how such an approach would be conducted:
Customers are contacted by an independent third party, which serves to prevent any influence from the company's side. The survey would not hint at the company's desired outcomes or reveal the deeper purpose behind the survey.
The third party researchers who distribute the survey and collect the responses do not possess any inside information about the company’s objectives or expected outcomes. This ensures they remain neutral and objective in their handling of the survey process.
The third party administers the survey in a standardised manner, asking the NPS question without any additional context that could sway the participant's response.
The responses are gathered and processed by the third party, ensuring the company's preconceptions do not color the interpretation of the data.
This approach to collecting NPS is intended to capture genuine customer sentiment, leading to more reliable data on which to base business decisions. It ensures that customer loyalty and satisfaction are measured accurately, reflecting true customer perceptions rather than influenced responses.
Even with a double-blinded approach, some factors may still sway the results, such as the customers' unique experiences or societal influences, but these are external factors that the company cannot control.
A double-blinded method is an essential best practice for obtaining Net Promoter Scores. It stands as a guardrail to maintain the integrity of the feedback loop, fostering the collection of honest responses that truly represent the voice of the customer.
