Breakfast and Masterclass: “Net Promoter Score: Fact and Fiction in Strategy Planning”

Net Promoter Score: Fact and Fiction in Strategy Planning

At a recent masterclass at the Ion, Professor Vikas Mittal challenged the common belief that Net Promoter Score (NPS) is the best way to measure customer loyalty. Hosted by Rice Business Executive Education and sponsored by C-CUBES, the session explored why NPS can be misleading and introduced better alternatives, like the Customer Value Index (CVI) and the American Customer Satisfaction Index (ACSI). These tools offer a clearer picture of what drives customer satisfaction and business success, helping companies make smarter, more effective decisions.

About Vikas Mittal

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Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at Rice Business. Prior to joining Rice, he was on the faculty at Katz Graduate School of Management and Kellogg Graduate School at Northwestern University.

In addition to publications in leading marketing journals, Mittal has published extensively on decision making in journals such as Organization Studies, Organization Science, Journal of Applied Psychology, Journal of Psychiatry, Organization Behavior and Human Decision Processes, and Personality and Social Psychology Bulletin. He currently serves on the editorial boards of numerous journals.

Mittal holds a bachelor’s in business administration from the University of Michigan and a Ph.D. in management from Temple University. He has received many awards for his research and leadership, including the teaching excellence award for his role in the Professional MBA program at Rice Business in 2013. 

Other programs taught by Professor Mittal: 

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