Net Promoter Score (NPS) is a metric used to measure customer satisfaction and loyalty. It provides companies with a simple way to gauge how their customers feel about their brand, product or service.
NPS is calculated based on responses to a single question survey:
"On a scale of 0-10, how likely are you to recommend [company/product/service] to a friend or colleague?"
Customers respond with a score from 0-10, which divides them into three categories:
These are unhappy customers who can damage your brand through negative word-of-mouth.
Passives are neutral or moderately satisfied. They may switch to a competitor if given a reason.
Promoters are highly satisfied, loyal customers who bring in referrals through positive word-of-mouth.
To calculate your NPS, subtract your percentage of Detractors from your percentage of Promoters. This will give you a score between -100 and +100.
The higher your score, the more customer-centric your company is perceived to be. Industry leaders often have scores above 70.
NPS is important because it correlates strongly with revenue growth. Studies show that companies with higher NPS tend to grow faster than their competitors.
It provides actionable data that can be used to identify areas for improvement. By analyzing detractor responses, you can pinpoint pain points in the customer journey.
NPS also rallies employees around a shared objective - improving customer satisfaction. This alignment is powerful for building a customer-focused culture.
Here are some tips for running an effective NPS survey:
Your NPS score should be evaluated in the context of your industry. Here are average scores for some top industries:
Scores above 70 are rare and indicate a very customer-centric organization with strong referral flows. As you can see, NPS varies widely between industries based on the nature of the business.
Here are some proven best practices for getting the most value from NPS:
NPS is a simple, effective way to measure and improve customer satisfaction. By regularly surveying your customers and taking action on their feedback, you can boost loyalty, referrals and growth.
To get started, add the NPS question to your customer touchpoints today. Even a basic NPS program can provide tremendous value if results are acted upon. Over time, you can refine your approach for maximum impact.
Scores above 0 are generally considered good. 70+ is excellent. However, you should compare your score to competitors in your industry.
For transactional businesses, surveying soon after a purchase is best. For ongoing services, monthly or quarterly surveys work well.
On your website, in post-purchase emails, in account portals, and more. The key is embedding it into natural customer touchpoints.
A small discount code or free product often improves response rates. Just don't overdo it in a way that biases results.
By customer persona, product line, purchase channel, geography, or any other relevant cuts. This reveals underperforming areas.
Route it to relevant teams for diagnosing issues and making improvements. Close the loop with customers when actions are taken.
Analyze detractor feedback to address pain points. Empower employees with relevant NPS data to improve experiences. And keep innovating!
No. NPS should be supplemented with other data like CSAT, revenue growth, retention rate etc. But it's an important piece of the puzzle.
