Loyal customers bring more money, and their feedback is a source of valuable ideas. An increasingly great number of companies measure customer loyalty (Net Promoter Score, NPS). NPS measurement is based on a question whether the customer would recommend the company to friends, with a score from 0 to 10. However, the results are influenced, besides frontline employees’ actions, by many other factors. Here are the six external and internal factors that distort customer opinions.

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