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Unlock the Key to Customer Loyalty with Net Promoter Score

Last updated on
June 13, 2023


The Net Promoter Score (NPS) is a popular method for measuring customer satisfaction and loyalty.

It involves asking customers a single question on a scale of 0 to 10: "How likely are you to recommend this product/service to a friend or colleague?" Based on their response, customers are classified as detractors, passive, or promoters. 

Companies can then use NPS data to improve their offerings, strengthen customer relationships, and drive growth. By focusing on the needs and opinions of customers, NPS helps companies stay ahead of the competition and maintain a strong reputation in the market.


Unlock the Key to Customer Loyalty with Net Promoter Score


NPS measures the likelihood of a customer to recommend your product or services to others, giving you valuable insight into customer satisfaction and loyalty.

In this article, we'll guide you through the process of measuring NPS, from designing the survey to analyzing the results. 

Time to understand how customers feel about your product and make informed decisions that drive growth.

What is Net Promoter Score?

What is Net Promoter Score - NPS definition.

Net Promoter Score (NPS) is a customer satisfaction metric that measures the likelihood of a customer to recommend your product or services to others. It's a simple but effective way to gauge customer satisfaction and predict future growth. 

The score is based on a single question: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?" Customers are then categorized as promoters (9-10), passives (7-8), or detractors (0-6). 

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. It gives you a snapshot of how customers feel about your product and helps you understand how to improve it.

Net Promoter Score benefits

A graphic showing Net Promoter Score benefits.

Understanding customer satisfaction

NPS allows you to gauge how satisfied customers are with your product. This information helps to identify areas where you need to improve in order to keep your customers happy. 

A high NPS score indicates that customers are happy with your product and are likely to continue using it and referring others. On the other hand, a low NPS score signals that there may be issues with your product, which need to be addressed promptly.

Predicting future growth

NPS is a good indicator of future growth potential. If your customers are satisfied, they are more likely to continue using your product, refer others, and become advocates for our brand.

Competing with confidence

NPS gives you a good understanding of how your customers perceive you compared to your competitors. This information helps to make informed decisions to stay ahead of the competition.

Improving customer relationships

Measuring NPS shows your customers that you value their feedback and take their satisfaction seriously. That way, you build stronger relationships with them.

Driving business decisions

NPS provides valuable insights into your customers' experiences that can help you make data-driven decisions. You’re able to make informed choices that drive growth and finally improve customer satisfaction. Better business decisions benefit both you and the customers.

Net Promoter Score risks

A graph presenting the risks of measuring NPS and relying on Net Promoter core metric.

Over reliance on NPS

Relying solely on NPS as a measure of customer satisfaction can lead to a narrow view of your customers and their experiences. It's important to use NPS as just one part of a broader customer feedback program.

Bias in responses

NPS measures customers' perceptions, which can be influenced by personal experiences, emotions, and other factors. This can lead to biased results and a skewed view of customer satisfaction.

Unrepresentative samples

If your NPS survey sample is not representative of your entire customer base, results may not accurately reflect customer satisfaction levels.

Difficulty in interpreting results

NPS results can be difficult to interpret, especially if the customers are not highly engaged or if there is a low response rate. This can lead to incorrect conclusions and actions.

Inaccurate data

The accuracy of NPS results can be affected by a variety of factors, such as survey design, timing, and response rate. It's important to be aware of these factors and take them into account when interpreting NPS results.

How to measure Net Promoter Score?

Step 1: Design the survey

Design a survey that asks customers how likely they are to recommend your product to a friend or colleague on a scale of 0 to 10.

Step 2: Choose a sample

Choose a representative sample of customers to participate in the survey. This could be a random selection of customers, or a targeted sample based on specific criteria.

Step 3: Collect responses

Distribute the survey to your selected sample and collect responses. You can do this through email, phone, or an online survey platform.

Step 4: Calculate NPS

Calculate the NPS by subtracting the percentage of detractors (customers who responded with 0 to 6) from the percentage of promoters (customers who responded with 9 or 10). This will give you an overall NPS score.

Step 5: Analyze results

Analyze the results of the survey to understand your customers' level of satisfaction and identify areas for improvement. Consider using customer feedback tools to help you understand and categorize the feedback you receive.

Step 6: Repeat regularly

Repeat the NPS survey regularly to track changes in customer satisfaction over time and make sure you're making progress towards improving the customer experience.

Net Promoter Score alternatives

A graph presenting Net Promoter Score alternatives.

Customer Satisfaction (CSAT) Score

This metric measures customer satisfaction by asking customers to rate their experience on a scale of 1 to 5 or 1 to 10. CSAT is a simple and straightforward metric that gives you a quick snapshot of customer satisfaction.

Customer Effort Score (CES)

This metric measures the effort required by a customer to resolve an issue or complete a task. It is a great alternative to NPS if you want to understand the ease of doing business with your company.

User Experience (UX) Metrics

UX metrics focus on specific aspects of the customer experience, such as ease of use, design, and functionality. This approach is suitable if you're looking to get a deeper understanding of the specific customer pain points or areas of improvement.

Likelihood to Recommend (LTR)

This metric asks customers how likely they are to recommend your product or service to others. LTR is similar to NPS, but it can be more precise as it focuses on the customer's willingness to recommend.

Start improving customer loyalty with NPS

Net Promoter Score is a valuable tool for measuring customer satisfaction and loyalty. It’s crucial to understand the impact your products and services have on your customers.

By regularly monitoring your NPS, you can make informed decisions to enhance the customer experience and increase customer loyalty.

Take the time to understand and implement NPS in your organization. It's a simple and effective way to drive growth and success for your business.

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