What is Net Promoter?
Net Promoter® allows you to categorize customers into three groups based on their willingness to recommend your company or product to a friend or colleague:
- Promoters (score 9–10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7–8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0–6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
Calculating Your Net Promoter Score
One question provides the best predictor of customer loyalty for the vast majority of businesses: How likely is it that you would recommend (Company/Product X) to a friend or colleague? Using a 0 to 10 scale, you can calculate your Net Promoter Score (NPS) by taking the percentage of Promoters, and subtracting the percentage of Detractors.
NPS is a straightforward metric that holds companies and employees accountable for how they treat customers. When combined with appropriate diagnostics and follow-up actions, it drives improvements in customer loyalty and enables profitable growth.