Appendix A
Satisfaction, WoMI, Net Promoter, and Overstatement of Detractors for Top Companies
In addition to testing and perfecting WoMI with clients, ForeSee also conducted extensive research from 2011 to 2013 to collect satisfaction, WoMI, and Net Promoter Score for hundreds of private companies across industries. Collecting NPS and WoMI scores allowed us to calculate how much Net Promoter overstates detractors.
According to Net Promoter, anyone who answers 6 or lower when asked “how likely are you to recommend this company?” is a detractor. According to WoMI, anyone who answers a 9 or 10 when asked “how likely are you to discourage people from doing business with this company?” is a True Detractor. By subtracting WoMI detractors (or True Detractors) from NPS detractors and dividing by WoMi detractors, we can find out how much Net Promoter is overstating detractors for each of these companies. (See Figure A.1.)
This appendix contains tables with satisfaction, WoMI, NPS, and overstatement of detractors for the following categories:
- 100 U.S. brands
- 100 online U.S. retailers
- 40 online U.K. retailers
- 7 largest U.S. banks
- 29 American retail stores
- 25 mobile retail sites and apps
Figure A.1 Calculation of Overstatement of Detractors
- 17 mobile financial services sites and apps
- 25 mobile travel sites and apps
Figure A.2 shows an overview of the research we conducted in various ...
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