NPS, the industry dominant attitudinal metric, is the brand measure of the total customer journey, encompassing both the rational and emotional aspects of loyalty. Traditionally, companies have turned to survey responses about the drivers of satisfaction and to open-ended comments to help them understand the factors behind customer loyalty.

Relying solely on survey responses to understand the causes of loyalty presents a few challenges. For example, the data set will always be limited, and will always be limited to self-report, rather than observation. To overcome the challenges of survey-only data, we recommend combining your attitudinal data with operational data, which by nature is more objective and quantitative.

Here are the types of operational data you should work to include:

• Customer Profile Data
  Demographics, contact details, psychographics, etc.
• Customer Behavior Data
  Visits, clicks, views, events, actions taken
• Customer Transactional Data
  Purchases, renewals, returns, licenses, etc.
• Customer Engagement Data
  Usage, consumption, interactions etc.
• Customer Service Activity Data
  Service calls, chats, web sessions
• Operational Performance KPIs
  On-time delivery, first call resolution, uptime, etc.

To effectively combine operational data with survey data to create insights into customer behavior, you’ll need analytics driven by machine learning. Algorithms use survey data to continuously calibrate your understanding of operational data, delivering reliably, predictive scores delivered by Spectrum NPS. Spectrum NPS produces complete, continuous insights connected to business operations and outcomes.

Foundational practices related to NPS metrics look primarily at data you get when seek direct feedback from customers. It’s limited by response rates – a problem that only gets worse over time – and response bias. Taking metrics to the next level means transforming robust, always-on streams of operational data into calibrated, AI-created scores, so that you have a personalized Net Promoter Score for every customer based on their ongoing interactions with your company. To get there, download our guide, take our comprehensive training course, or read about the future of NPS.