[riversflow]

> it's harder to game and/or bullshit. . . it's possible to benchmark against others,

I don't have access to A/B testing of a large business to understand how things affect responses. But I certainly intuit that there is a significance in when/how you ask someone for feedback. e.g. If you ask your question directly after the checkout screen you'll get a significantly different response than if you survey people randomly who visit your website, or email customers a set period after making a purchase/ upon transaction completion.

I've seen all these, which brings me to the second part, how do you benchmark against a competitors data, and why would you trust a competitors data?

[mdorazio]

Because if you're a big company you don't run your own surveys - you pay one of the big CX companies like Maritz, Medallia, InMoment, etc. to run them for you or for smaller feedback not requiring a full management system you hire one of the 100+ research firms to do it for you. Because these firms run surveys for tons of clients, they generally have standard practices for how & when feedback is collected and are willing to share industry-standard benchmarks for things like NPS. I worked with two of the names above on a 2-year stint with a major auto manufacturer that sent over a million surveys a year and NPS comparisons were one of many tools used to get meaning out of responses.