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# Post-Purchase Surveys Inflame Net Promoter Scores
- URL: https://adjacent.media/signals/post-purchase-surveys-inflame-net-promoter-scores/
- Published: 2026-07-11T11:06:06.000Z
- Updated: 2026-07-11T11:06:06.000Z
- Description: Forrester’s research identifies a flaw in customer loyalty measurement: journey surveys oversample satisfied customers who respond immediately, inflating NPS and obscuring churn risk and repeat purchase intent.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, customer loyalty, survey methodology, nps measurement

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/your-journey-surveys-overestimate-nps/?ref=adjacent.media)

Forrester's research identifies a flaw in customer loyalty measurement: journey surveys oversample satisfied customers who respond immediately, inflating NPS and obscuring churn risk and repeat purchase intent. Companies relying on these inflated benchmarks misallocate resources away from the retention problems they face, building false confidence in customer satisfaction while repeat purchases and organic referrals decline. NPS has become a vanity metric for many organizations. Teams need to weight friction-point surveys and post-purchase behavioral data far more heavily than immediate post-interaction sentiment.