Bizrate Insights’ Ratings Scale and Net Loyalty Metric
Most questions on the Buyer Surveys are based on a 10 point scale. These ratings are easily trended over time, comparable to other retailers, and used to measure success of projects aimed at improving customer satisfaction and loyalty.
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Ratings Scale
Bizrate Insights utilizes a 10 point ratings scale, which allows for enough differentiation to identify differences and measure improvements, without overwhelming the consumer with too much granularity. Furthermore, the even number of options does not have a true middle, forcing customers to nuance their neutral choice as either positive or negative. A 10 point scale may also be condensed to a 5 point scale through mathematics, whereas the opposite is not possible.
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Net Loyalty
Bizrate Insights’ 10 point ratings scale, along with the text and graphical cues to identify the highest and lowest scores, allow the data it yields to be used in common calculations and metrics tracking customer loyalty. Bizrate Insights provides a Net Loyalty score in some of its reports. Net Loyalty is calculated by subtracting the percent of customers who score the retailer 1-6 on the Likelihood to Recommend question from the percent of customers who score the retailer a 9-10 on the same question.