What is Net Promoter Score or NPS?

Net Promoter Score is a metric used to gauge customer loyalty and satisfaction. It measures the likelihood that customers will recommend your product or service to others. The NPS is calculated based on responses to a single question: 'On a scale of 0 to 10, how likely are you to recommend our product to a friend or colleague?'

Respondents are categorized into three groups:

  • Promoters (9-10): These are loyal enthusiasts who will keep buying and refer others, fueling growth.
  • Passives (7-8): These are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (0-6): These are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The result can range from -100 to +100. A positive score means you have more promoters than detractors, indicating a healthy customer base likely to drive growth.

Now, let’s consider an example. Imagine you run an online clothing store. After a recent purchase, you survey your customers using the NPS question. Out of 100 responses, 60 customers rate you 9 or 10, 30 rate you 7 or 8, and 10 rate you between 0 and 6. In this case, your NPS would be 50 (60% promoters - 10% detractors).

Why is this important? A high NPS indicates strong customer loyalty, which often leads to repeat business and referrals. Conversely, a low NPS can signal problems that need immediate attention to prevent churn and improve customer satisfaction.

In conclusion, understanding and improving your Net Promoter Score can significantly impact your business’s success by enhancing customer loyalty and driving growth.