The Listen360 platform offers two rating scales to measure customer satisfaction: NPS and the 5-star scale. The default satisfaction index or scale is NPS®.

NPS Scale

The Net Promoter Score (NPS) is a tool that measures customer loyalty, enthusiasm, and satisfaction. By asking “How likely are you to recommend [business] to a friend?” on a 0-10 scale, you can more accurately gauge how many promoters are in your customer base compared to detractors. 

• A customer who rates you 9 or 10 is a loyal customer who is likely to tell their friends about your business and promote growth. They are likely to return to your business or service in the future.
• A customer who rates you 7 or 8 is a passive customer who is satisfied with the service they received but is unenthusiastic about spreading the word about their experience.
• A customer who rates you 0 to 6 is an unhappy customer who will detract from your growth by negative word-of-mouth. They are likely to stop using your business or service.
• By subtracting the percentage of detractors from promoters, you’ll see your NPS on a scale of -100 (if every customer is a detractor) to 100(if every customer is a promoter).

5-Star Scale

The 5-star scale is often used in satisfaction rating questions (i.e., "Overall, how satisfied are you with [product/service/experience]?"), but it can also be used to measure customer loyalty. This scale can be translated as follows:

• Promoters = 5s are customers who are very satisfied or likely to recommend your business
• Passives = 4s are customers who are satisfied but may not promote your business
• Detractors = 1-3s are customers who are neutral, dissatisfied, or very dissatisfied

However, the reporting in the Listen360 application will allow you to choose which ratings in this scale you consider "positive." This could be only 5-star responses, 4-star and above, 3-star and above, etc.

Updating Your Survey Template Rating Scale

Configuring a rating scale on your surveys is simple. Go to Account>Templates in the Listen360 application, then choose your survey template(s) and adjust the Rating scale in the survey editor.

Adjusting Analytics to Reflect the Scale

All Listen360 clients are configured to use the NPS satisfaction index for reporting by default.

You can either adjust your entire account’s scoring by going to Account>Preferences and adjusting the SATISFACTION Index, or you can adjust the index in each report by opening the report you’d like to change, going to Settings, and changing the index.

Mixed-Scale Data in Analytics

Your reporting data on the Analytics page will display data for all your survey templates by default. If you've used different rating scales on your templates, both scales will be mixed in the raw data and automatically translated into the scale you currently have selected when viewing Analytics. If you want to view only one template at a time, use the Filters menu to select the Template of your choice.

The main difference you'll notice is in the individual survey results. The app will show the calculated satisfaction index up top based on your active settings. Down below, where it shows the answers to each question, it will always display the answer in the native format (the scale configured in the survey template).

Best Practices

NPS was designed around an 11-point scale, but we offer 5-star surveys as a flexible option. If you choose to use both, be aware that some variance may occur when comparing data across scales—though research shows scores generally stay within a similar range.

Fred Reichheld, the creator of NPS, researched¹ this topic to compare scales. He acknowledged variation in scale options, concluding that other scales seem to work.

Other expert research² suggests that whether we use a 5-point or 11-point question scale, we measure the same underlying feeling/intention.

The average absolute difference when changing scales was around 4 percentage points¹. Importantly, scores stayed within a similar range regardless of scale. Our recommendation: if you have historical data on one scale, stick with it for consistency.

¹ https://measuringu.com/nps-scale-change/
² https://help.matterapp.com/en/articles/8941760-why-a-5-point-enps-and-not-an-11-point-or-4-point-enps 
 

Additional Questions? Please reach out to Listen360 Support via email at support@listen360.com.