In customer relationship surveys, NPS is often used to gain insight into overall customer satisfaction. Therefore, it's important to keep track of which factors contribute most strongly to creating satisfied and, consequently, loyal customers.
On the summary page for results, you will find the NPS drivers. Drivers are the questions in a survey that correlate most strongly with NPS*. In the example below, we see that simplicity, as well as products and services, correlate strongly with NPS and are therefore important areas to follow up on.
Brilliant's Correlation Analysis
The drivers are found by performing a correlation analysis on NPS along with all the questions in a survey. The result of the analysis shows up to 3 questions with the corresponding correlation coefficient. For example, 0.81, 0.76, or 0.52.
How is the strength of a correlation assessed?
Correlation analyses are a well-established statistical tool to describe the relationship between two variables. For example, the relationship between simplicity and NPS. In statistics, there is a standardized model that describes the strength of the correlation coefficient - how strong the relationship is.
A result of 1 is equivalent to a direct relationship, while a result of 0 is equivalent to no relationship.
Why drivers are important
By understanding which factors primarily affect customers' satisfaction and loyalty, we increase our chances of focusing our efforts on areas that show the strongest effect.
*To be able to perform a correlation analysis and show drivers, the survey must contain both NPS and other questions.