It’s almost as primal as the urge to survive. It’s the urge to compare your performance to others and corporate Net Promoter Scores® are not immune.
Comparing is good, great in fact, so long as you’re comparing apples with apples. The trouble is that when you have a standard like NPS® it might look like you’re comparing the same thing when really you’re not.
I have identified this issue in the past in several, blog, posts but I now have some more specific research on which to hang my hat. Sam Klaidman and Frederick C. Van Bennekom have examined the responses from some live survey data and written a very insightful paper called: “Survey Mode Impact Upon Responses and Net Promoter Scores” Not what you’d call a catchy title but it was peer reviewed and so has more credibility than most.
For all the details please read the paper (it is very good and complete) but if you’re in a hurry here are the handy dandy cliff notes.