'Inbound & Down'
Question of the Day

Published October 11, 2019

What is a Net Promoter Score?

  1. The total percentage of satisfied customers.
  2. A metric used to evaluate and improve customer loyalty.
  3. A sale on basketball nets. 

The Answer is B.

Net Promoter Score (NPS) is a customer satisfaction benchmark that measures how likely your customers are to recommend your business to a friend.

Many companies use this metric as a means of evaluating and improving customer loyalty. Different from customer satisfaction score, or customer effort score, NPS measures the overall sentiment about a brand rather than a perception garnered from a specific interaction or purchase.

Rankings are broken down into the following ranges: 
  • 9-10: Promoters—enthusiastic, loyal customers
  • 7-8: Passives—indifferent; could become promoters, or may consider switching to the competition
  • 0-6: Detractors—unhappy customers; may share their experience with others, ultimately doing damage to your company

To calculate the score, subtract the percentage of detractors from the percentage of promoters. 

By consistently tracking NPS, companies can identify potential areas of opportunity, needs for improvement, and the risk of clients falling into a lower tier of satisfaction.

While one goal is clearly to recruit promotors to act as evangelists for your services by serving as case studies, providing testimonials, or leaving online reviews, it is just as crucial to pinpoint areas of discontent as well.

It's recommended that companies also leave space for additional commentary, in order to encourage qualitative feedback in addition to the quantitative net promoter score. 

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