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Big Revolution - The 'not-promoter' score

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Welcome to Wednesday's newsletter. Let's dive straight in... — Martin from Big Revolution
 
May 29 · Issue #431 · View online
Big Revolution
Welcome to Wednesday’s newsletter. Let’s dive straight in…
— Martin from Big Revolution

Big things you need to know today
  • The W3C is giving up responsibility for future HTML standards. A consortium of browser vendors consisting of Apple, Google, Microsoft, and Mozilla will now lead on HTML’s future.
  • Google has roughly 20% more contract workers than full-time staff. The figures starkly demonstrate the company’s two-tier workforce, with Googlers and contractors often working together on the same projects but receiving very different compensation.
  • Screenshots have leaked that show off iOS 13’s system-wide dark mode, among other features. Expect to see more from Apple’s annual developer conference next week.
  • Hackers had access to Flipboard’s systems for more than nine months. Some user data was stolen, and affected users have been notified.
The big thought
It's important not only to measure the right things, but to interpret the results the right way. Credit: Markus Spiske on Unsplash
It's important not only to measure the right things, but to interpret the results the right way. Credit: Markus Spiske on Unsplash
The ‘not-promoter’ score
Even if you’ve never heard the phrase ’Net Promoter score’ (NPS) before, you’ll know what it is. If a company has ever asked you to rank out of 10 how likely you are to recommend their product or service to someone else, your answer will have been used to help calculate a 'Net Promoter score’ for how popular that product or service is.
NPS is used by everyone from retailers, to app developers, to publicly-funded projects, as a form of measurable success. Investors or grant-issuing bodies have been known to set NPS targets, or at the very least use NPS as a way of making sure their money is being deployed well. In a world where it’s still hard to measure many things properly, NPS is good enough for many.
There are a bunch of criticisms of NPS, but the one that sticks with me is captured well in this clip from a recent episode of comedian Richard Herring’s podcast (click through below to listen to it):
Martin Bryant
This is good from @herring1967 on why NPS is a flawed system of scoring customer satisfaction. https://t.co/BMsa9aIHWV
5:41 PM - 28 May 2019
In the clip, Herring says he always scores products 3/10, because no matter how much he likes them, he never recommends products to his friends.
Fair enough, right? But he’s contributing to a worse overall score for the product, which may result in someone not getting their bonus, or products getting dropped for not being popular enough. Indeed, he says companies sometimes call him to ask what was wrong. Herring is answering the question honestly, but his answer risks being interpreted poorly.
Unless you know what NPS is and how it’s calculated, how can you answer the question properly?
I always thought a 7 or 8 was a reasonable score to something give something I liked that didn’t absolutely change my life. That was until I discovered how NPS was calculated, and that anything less than a 9 wasn’t a truly positive score. Heck, more picky people than me might think giving anything above a 5 is generous on their own personal scale.
So relying too heavily on NPS as a measure of popularity and success is a dangerous game. Richard Herring sums up the solution well: “If you want to know how much I liked it, then ask a different question.”
One big read
Why Did Apple Reject My App? Ex-Head of App Store Review Explains Why Did Apple Reject My App? Ex-Head of App Store Review Explains
“The former head of App Store reviews discusses why apps get rejected, competition between Apple and developers, and planning for WWDC.”
One big tweet
Twitter is looking for a ‘Tweeter-in Chief’ to run its own Twitter account. It’s a more serious job than that may sound…
Taylor Lorenz
Btw, as someone who used to work in #brand social, I would advise not to take under $130k for a job like this. Ur essentially running real-time comms for a massive tech company, as well as setting the editorial strategy on its core platform, + doing tons of creative/strategy work
7:43 PM - 28 May 2019
That’s all for today...
Back tomorrow with more. See you in your inbox then!
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