In the past two decades, the net promoter score, known as NPS, went from a budding idea with some value to an overgrown weed. The customer-experience metric has crept its way into nearly every nook and cranny of marketing strategy, and CEOs have clutched to the stat in spades, especially in recent years.
The fixation on NPS among businesses is worrisome. As Inc. columnist Nick Hobson argues, the number is arbitrary, and provides no insight as to what to do next.
Some products seem to go spontaneously viral on Kickstarter. But actually, it can take intense planning. How one new brand did it.–Inc.
Meta, the company formerly known as Facebook, released a slew of free tools to help small businesses better access first-party data--this, after Apple made it harder last year to target customers through social media advertising.--Inc.