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Transactional versus relationship NPS surveys: Why the difference matters

This post examines the difference between relationship and transactional surveys. My purpose is to give those interested in the research underlying Net Promoter Score® (NPS) a better idea of how to think about the types of data that each of these forms of survey captures. In particular, I discuss this in relation to NPS, as a firm's NPS score can be very different depending on whether the survey is about B2B relationship or B2B transactions. What we mean by a relationship survey When we refer to relationship surveys, they are usually what people think of when it comes to surveys in general. A large number of respondents are interviewed, and the questionnaire covers a range of topics dealing

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