The Haunted Path of CX/ NPS®: Ghosting Customers or Winning Their Loyalty?

Halloween is the season of eerie encounters and hidden truths lurking in the shadows. But beyond the haunted houses and trick-or-treaters, there is another ghost that has pretty much crept its way into the business world – unethical practices in implementing the Net Promoter Score® (NPS) discipline. What seems like a simple loyalty metric has been turning into a nightmare for brands when used improperly, much like encountering a ghost with ill intentions.  

Download a free eBook that will help you turn your business into a practically sustainable one. The download link is at the end of this article. But before you do that, read the rest of this article to understand how spooky these score manipulation tactics can be for your business. 

With 15+ years of experience and helping clients increase their NPS® by up to 80+ points, and with a depth of knowledge across 20+ industries and 200+ brands across the Asia Pacific, Engaged Strategy has seen firsthand how these missteps can derail genuine customer loyalty efforts. Drawing on this experience, we understand how businesses can avoid these pitfalls to achieve sustainable growth and lasting customer loyalty. 

As a business leader, you may rely on NPS® or other CX metrics to gauge customer loyalty and boost growth but beware of the dark side. Much like Halloween’s tricksters, some companies are falling into traps of score manipulation, leading to misleading results.  

The Grim Reality of Score Manipulation 

Imagine your customers being sweet-talked into giving high NPS® scores in exchange for discounts, or staff pleading for positive reviews to secure bonuses. It sounds harmless, right? But just like a haunted house filled with fake scares, these manipulated scores create a false sense of security. Your brand believes that it is performing well, but behind the mask, your customers may be dissatisfied or even planning to leave. 

Brands engaging in these tactics lose the opportunity for genuine feedback which is critical for improving customer experience and driving loyalty. Manipulated NPS® scores are like Halloween candy that looks good on the outside but is rotten within. 

So, how can you avoid this chilling fate and maintain integrity in your NPS® practices? 

The Ethical Path: Treating Your CX/ NPS® with Care 

Thankfully, there is a way to turn away from these tricks and embrace ethical NPS® practices. Take the example of a customer support representative who delivers an exceptional service and then asks, not for a perfect score, but for honest feedback that helps them improve. By prioritising authentic customer responses, this approach allows companies to focus on creating Promoters who genuinely recommend your brand to others with no bribery involved. They do not remain as mere numbers on a dashboard, but are true advocates of your brand who will stay by your side even in your difficult times. 

A powerful approach is to give employees the freedom to explore their own ideas and projects, which can drive genuine innovation. In the same way, when businesses empower staff and remove the pressure of chasing NPS scores, they create an environment where authentic customer loyalty can thrive—like unmasking what seems to be a mystery, only to reveal a valuable ally. 

Your Brand’s Magic Potion for Success 

Ethical CX or NPS® is not just about avoiding tricks; it is about ensuring long-term success. By focusing on real customer feedback, companies can avoid flying blind and instead steer their brand toward growth and loyalty. Liken it to feeding your brand with a magic potion brewed from transparency, honesty and a true commitment to customer experience to succeed in the market you operate in. 

So, this Halloween, do not let your NPS® program become a haunted house of trickery. For a deeper dive into ethical NPS practices and how to avoid the common pitfalls, download our free eBook, The Dark Side of NPS® & How to Implement Ethical Best Practices, and discover how to turn your NPS® into a powerful tool for sustainable growth. 

Let this spooky season be a reminder that while ghouls and goblins may come and go, ethical business practices are the real key to thriving in the long run.