Building consumer trust with Google's Neil Hoyne
"Hey, here’s a net promoter score question: How likely are you to recommend us to a friend?" Those aren’t great questions. They may be necessary for dashboards and reports, but what I found is that companies, analysts, marketers, and salespeople have questions to ask, like, "If I could only understand this about our customers, we could do things differently."
Source: www.mckinsey.com