Optimización del Net Promoter Score (NPS) con factores de expansión, una medición de experiencia de clientes en riesgo reputacional

Currently, the customer experience is analyzed through satisfaction surveys, playing a key role in creating and/or maintaining the economic value of an organization, as well as the measuring of reputational risk. Derived from this, there is a growing interest in measuring the degree of satisfaction and loyalty. In this way, the objective of this research is to propose an optimum alternative to measure the organization’s client-user satisfaction. This paper innovates by proposing the integration of a monthly expansion factor to the NPS conventional calculation, which determines levels of importance for each service channel used; this factor considers the number of visitors and the surveys applied by channel. Thus, the results show a significant underestimation of the conventional calculation of approximately 38% compared to the proposed method. Organizations must consider more elements than the proportion of promoters and detractors, such as the relative importance of each service channel available to customers.