This 4 scale smily face is pretty common in China, the started over 10 years ago. Even at places like banks and government agencies. They were a key part in how China got it's day to day corruption under control. People would pay bribes for service but leave a poor rating. And while corruption still exists in China, it is no where as in your face or omnipresent as it once was.
NPS is a disaster. Since it's directly tied to financial consequences for staff, (1) staff beg for 10s, (2) anyone who knows how NPS works and has a conscience always gives 10 in order to protect staff from maangemetn abuse.
Because they are humans? Doesn't everybody learn from their mistakes? Some are worse at it than others, sure, but that's what upper layer of data analysis is for...
A few quick zaps and the rat will learn pretty quick. But every day it will dread going into the box more and more.
There's also the positive reinforcement from being confirmed as having done a good job.
NPS has ten steps because that granularity allows you to track improvements even in good teams.
If all you're doing with NPS is taking people out back and shooting them for a 9, then you're missing out on a lot of value.
Besides, people are pretty much incoherent about what is the difference between a 3 and a 7. Some people's 3 are a much higher rank than other people's 7.
Putting 10 options in front of random people is mostly useless. There are very few places where it will lead to meaningful choice.
These and other things came out of the competition to improve the success rate of the recommendation system.