Net Promoter Score (NPS) has been widely adopted by managers as a measure of customer mindset and predictor of sales growth. Over time, practitioners have evolved the use of NPS from its original purpose as a transaction-based customer loyalty metric, towards a metric for tracking overall brand health which includes responses from non-customers. Despite enduring managerial popularity, academics remain skeptical of NPS, citing methodological issues and ongoing concerns with NPS measurement. This study re-visits the use of NPS as a predictor of sales growth by analyzing data from seven brands operating in the U.S. sportswear industry, measured over five years. Our results confirm—within the context of our study—that while the original premise of NPS is reasonable, the methodological concerns raised by academics are valid, and only the more recently developed brand health measure of NPS (using an all potential customer sample) is effective at predicting future sales growth.

净推荐值 (NPS) 已被管理者广泛采用，作为衡量客户心态和预测销售增长的指标。随着时间的推移，从业者已经将 NPS 的使用从其最初作为基于交易的客户忠诚度指标发展为用于跟踪整体品牌健康状况的指标，其中包括非客户的反应。尽管经久不衰的管理普及，学者们仍然对 NPS 持怀疑态度，理由是方法论问题和对 NPS 测量的持续关注。本研究通过分析在美国运动服装行业运营的七个品牌的数据，重新审视了使用 NPS 作为销售增长预测指标的情况，这些数据是在五年内测量的。我们的结果证实——在我们研究的背景下——虽然 NPS 的最初前提是合理的，但学术界提出的方法论担忧是有效的，