The Blog

By the time your marketing team has captured a few hundred leads, sales is asking which to prioritise — and the answer can't be "all of them." Lead scoring assigns numerical priority based on standard criteria, so the highest-value leads get human attention and the rest get nurture. Here's a practical lead-scoring approach you can stand up this week, plus the wrong ways to use it that quietly kill the program.

How much can a single word in a survey question shift the answer? Substantially more than most survey designers think. This short video walks through a real example — "easy" vs "difficult" in the same question — and shows why word choice quietly biases your data before the respondent even gets to the scale.

Statistical analysis is a vast field, but the bit you actually need for customer feedback is tiny. Master a handful of techniques and you'll outrun ninety percent of the teams working alongside you. Here are the only statistical analyses you need, what they're for, and how to know when to reach for each one.

Relationship NPS makes a great CEO presentation slide and a mediocre operational tool. Transactional NPS reverses both. Choose the wrong one for your situation and the program quietly fails to drive change. Here's the pros and cons of each approach, the timing and content differences, and the conditions that decide which one your business needs first.

Transactional NPS asks customers about your processes, not your relationship — and that quickly drags you into the architecture of service delivery itself. Most organisations still optimise the stopwatch and assume faster is better. The Dynamics of Service argues the opposite, in the cases that matter. Here's the encounter-versus-relationship distinction and where it changes the design call.

Net Promoter only generates value when employees engage with it — and they don't, by default. The CustomerGauge User Group surfaced five practical engagement plays that consistently work. Here they are: brand the program, give it local spin, share transparently, run "please contact me", and use NPS to break down cross-functional silos.