Michael Lowenstein’s 4 Answers to Your Marketing Questions
WAQ: Please elaborate on your opinion regarding focusing on the top box on a 10-point scale to measure engagement in financial services to up the game and continue trending?
ML: When using a 9-, 10-, or 11-point scale, I'm a strong believer in using only top box scores. More behavioral polarity is created, whether the measurement is overall satisfaction, future purchase likelihood or recommendation. All of that said, I'm not a particular fan of using single question metrics, such as NPS or CES.