▁of ▁the ▁Net ▁Prom oter ▁Sc ore , ▁the ▁pro ponents ▁of ▁the ▁Net ▁Prom oter ▁approach ▁claim ▁that ▁the ▁statistical ▁anal ys es ▁presented ▁prove ▁only ▁that ▁the ▁" re comm end " ▁question ▁is ▁similar ▁in ▁predict ive ▁power ▁to ▁other ▁metrics , ▁but ▁fail ▁to ▁address ▁the ▁practical ▁benefits ▁of ▁the ▁approach , ▁which ▁are ▁at ▁the ▁heart ▁of ▁the ▁argument ▁Reich h eld ▁put ▁forth . ▁ ▁Pro ponents ▁of ▁the ▁approach ▁also ▁counter ▁that ▁anal ys es ▁based ▁on ▁third - party ▁data ▁are ▁inferior ▁to ▁anal ys es ▁conducted ▁by ▁companies ▁on ▁their ▁own ▁customer ▁sets , ▁and ▁that ▁the ▁practical ▁benefits ▁of ▁the ▁approach ▁( short ▁survey , ▁simple ▁concept ▁to ▁communicate , ▁ability ▁to ▁follow ▁up ▁with ▁customers ) ▁out we igh ▁any ▁statistical ▁inferior ity ▁of ▁the ▁approach . ▁They ▁also ▁allow ▁that ▁a ▁survey ▁using ▁any ▁other ▁question ▁can ▁be ▁used ▁within ▁the ▁Net ▁Prom oter ▁System , ▁as ▁long ▁as ▁it ▁meets ▁the ▁criteria ▁of ▁sorting ▁customers ▁reli ably ▁into ▁prom ot ers , ▁pass ives ▁and ▁det ract ors . ▁ ▁Crit ic ism ▁of ▁N PS ▁While ▁the ▁Net ▁Prom oter ▁Sc ore ▁has ▁gained ▁popular ity ▁among ▁business ▁execut ives , ▁it ▁has ▁also ▁attract ed ▁controvers y ▁from ▁academic ▁and ▁market ▁research ▁circles . ▁ ▁L ack ▁of ▁superior ity ▁to ▁other ▁loyal ty - related ▁questions ▁ ▁Research ▁by ▁Ke ining ham , ▁Co o il , ▁Andre assen ▁and ▁Ak so y ▁disput es ▁that ▁the