Glossary of Terms

Deepen your understanding to drive your expertise, and share with colleagues to enlighten ideas and inspire innovation. This glossary of terms will help to elevate clarity, and guide conversations that bridge gaps across teams of shared interest in customer centricity.

What is a Promoter?

In the CX world, a promoter is a loyal customer willing to recommend a brand to friends and family. A large majority of referrals come from promoters, meaning they’re responsible for bringing in new customers and more revenue. Additionally, most promoters think they’re getting good value for their money, so they’re less price-sensitive than non-promoters. And they have longer relationships with companies, leading to a higher customer lifetime value (CLV). In a nutshell, promoters are great for the bottom line.

Promoters are identified by their Net Promoter Scores® (NPS®). Net Promoter Scores are derived by surveying customers and asking them one critical question: “How likely is it that you would recommend [brand] to a friend or colleague?” Customers respond using a 10-point scale, with 10 being extremely likely. Customers who respond with a 9 or 10 are classified as “promoters.”

NPS is a proven predictor of growth and it’s easy to see why, given all the positive economic qualities of promoters. Companies with high percentages of promoters should, on average, perform better over time. The propensity to evangelize brands is particularly important, as a referral from a trusted source is one of the most effective methods of marketing.

It’s clear that businesses should strive turn more of their customers, the “detractors” and “passives,” into loyal enthusiasts. One effective way to do that is to focus on delivering impeccable CX and optimizing the customer journey. Most businesses now compete mostly on CX and those that are able to consistently provide exceptional experiences will win the battle for promoters. Organizations that recognize this are investing in customer experience programs and holistic VOC with positive results.

About NICE Satmetrix

NICE Satmetrix is the leading global provider of Voice of the Customer (VOC) software used by the world's most forward-thinking companies to analyze and transform their customer service interactions. Our Customer Journey-based solution combines and analyzes customer interactions, solicited feedback, and operational data at enterprise scale to uncover blind spots, increase customer satisfaction and improve agent performance.

With consumers reaching out to contact centers for more reasons than ever before, providing consistent and optimized experiences is central to fostering loyalty and increasing customer lifetime value. NICE Satmetrix VOC enables businesses of all sizes to grow the value of customer service touchpoints and operationalize customer feedback.

With NICE Satmetrix VOC, the top VOC solution for contact centers, contact centers get access to:

Integrations with NICE inContact CXone and the NICE portfolio of contact center solutions

  • Superior analytics
  • Digital omnichannel and hassle-free IVR integrations
  • Customer Journey-based design
  • One-stop-shop for all your contact center VOC needs

NICE Satmetrix is the co-creator of the Net Promoter Score® (NPS®), one of the best indicators of customer loyalty and predictors of business growth. We've instilled our deep knowledge of consumer behavior into our VOC software to make NICE Satmetrix holistic VOC a true one-stop shop for Voice of the Customer with a self-service solution that meets the needs of organizations of every size.

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