Customer satisfaction: the strengths and limits of NPS
Trond Gudbrandsen and Tor Kristoffersen joined Frode Stenstrøm to weigh the strengths and limits of NPS as a customer satisfaction measure.
In briefShow moreShow lessTrond Gudbrandsen of Leonberg and Tor Kristoffersen of ProsessPilotene discussed the NPS method with Frode Stenstrøm on ProsessPodden.
- Trond Gudbrandsen of Leonberg and Tor Kristoffersen of ProsessPilotene discussed the NPS method with Frode Stenstrøm on ProsessPodden.
- NPS gives a simple, standardised score but reveals nothing about the context or reasons behind a customer's rating.
- The more complex the product or service, the less NPS can be trusted to predict future purchases, Kristoffersen said.
- Both guests advised businesses to clarify what they actually need to know before choosing a method, and to supplement NPS with interviews or focus groups.
In this 2024 episode of ProsessPodden, Frode Stenstrøm was joined by Trond Gudbrandsen, managing director of Leonberg Reklamebyrå, and Tor Kristoffersen of ProsessPilotene to discuss the Net Promoter Score. They examined what NPS actually measures, how it is used in Norwegian businesses, and why so many companies still rely on this single, simplified customer satisfaction indicator.
The guests outlined the strengths of NPS: it is easy to answer, achieves high response rates, and allows results to be compared over time and against competitors. They also warned of its weaknesses: the score reveals nothing about why a customer answered as they did, and it can be skewed when staff coach customers before a survey.
The more complex a product or service, the longer the path from a recommendation to an actual purchase, and the less an NPS score can say about future behaviour. The conversation also touched on cultural differences in how Norwegians respond to the scale compared with other Nordic countries.
Both guests advised businesses to clarify what they actually need to know before choosing a measurement method, form hypotheses, and turn to interviews or focus groups where NPS alone provides too little insight. The goal should be a clear action plan, not just a score to point to.
Watch the recording
Foredragsholdere
- Frode Stenstrøm
Gründer og teknologistrateg
Som gründer og teknologistrateg i ProsessPilotene jobber jeg med å hjelpe virksomheter forstå og bruke teknologi som en strategisk kraft for bedre arbeidsprosesser, kundeopplevelser og beslutninger. Rollen kombinerer forretningsutvikling, teknologirådgivning, virksomhetsarkitektur og formidling. Jeg arbeider særlig i skjæringspunktet mellom AI, CRM, digitale plattformer, data, analyse og fremtidens arbeidsliv. En sentral del av rollen er å være brobygger mellom ledelse, fagmiljøer og teknologi. Det handler om å gjøre komplekse teknologiske muligheter forståelige, vurdere hva som faktisk skaper verdi, og bidra til at digitale løsninger blir en naturlig del av hvordan virksomheter jobber. Jeg bruker også rollen til å formidle faktabaserte perspektiver på hvordan AI og teknologi påvirker ledelse, organisasjoner, ansatte og kunder.
- Tor Kristoffersen
Salgs og markedsleder
- Trond Gudbrandsen
Daglig leder, Leonberg Reklamebyrå
Discussion
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