NPS and Sentiment Analysis

Mélanie Pierre
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For the March 2024 issue of AFRC magazine, entitled "How to restore desire in the age of AI?", the Better World teams were interviewed about the challenges posed by the Net Promoter Score (NPS) and modern solutions to overcome it. Read the Better World team's take on NPS in the March 2024 issue of the AFRC magazine, available here.

The Net Promoter Score (NPS) is a key indicator used by many companies to assess customer satisfaction. However, it is no longer as popular as it once was, and many companies are questioning its usefulness.

The strength of the NPS lies in the simplicity of its measurement, which requires an answer to a single question:

"How likely would you be to recommend this product/service/experience?" with choices from 0 to 10.

Answering this question is quick and requires little effort on the part of respondents. Aggregating and reading the results is also easy for companies, with scores ranging from -100 to 100.

However, this simplicity comes with a cost: the "explainability" of this score is low: it's difficult to pinpoint key factors influencing NPS variations.

Companies must then choose one of the following options:

- include free-text questions, allowing respondents to express their reasons for choosing a particular product. These questions are difficult for companies to analyze, due to their qualitative nature.

- include more specific quantitative questions that are easy to analyze, but often time-consuming and frustrating for respondents

Faced with these challenges, companies are looking for complementary solutions to NPS measurement, which does not allow them to create the perfect Experience for their audience. Leveraging the advances of the last 10 years in Artificial Intelligence, Better World offers a viable approach to solving this problem: Sentiment Analysis. This term encompasses all techniques aimed at qualifying and quantifying the sentiment expressed through a textual expression, and is part of the Natural Language Processing (NLP) family.

Here are a few illustrative examples:

- I was reassured from the outset": the feeling experienced is one of reassurance, and its intensity is relatively high.

- I'm disgusted with this experience, where we've been abandoned by the staff": the feeling expressed is very intense, and stems from disgust and a feeling of abandonment by the staff.

These techniques can therefore be used to extract a numerical indicator of sentiment intensity, and to highlight the nature and cause of that sentiment. As NPS questions are often accompanied by a question with free text, sentiment analysis makes it possible to contextualize the NPS score, and to point out strengths and opportunities for improvement, in a specific, quantifiable and actionable way. For several years now, Better World has been helping some 700 healthcare establishments in France, as well as numerous companies in the automotive and hotel sectors. The latter use the data collection and analysis tools made available on the Better World platform to measure and monitor user satisfaction, and define specific, high-impact action plans.

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