Net promoter score
What is Net Promoter Score?
Net Promoter Score (NPS) is a widely used metric that helps businesses measure customer satisfaction and loyalty. It’s based on a simple question: “How likely are you to recommend our product or service to a friend or colleague?” Respondents answer using a scale from 0 to 10, and their score indicates how they feel about the business. This makes NPS a quick and effective way to understand how customers perceive your brand and whether they’re likely to promote it to others.NPS is used across many industries in the UK (from telecoms and retail to financial services) and can even be applied internally to gauge employee sentiment and engagement.
How Does NPS Work?
The system categorises respondents into three groups. Those who answer with a score of 9 or 10 are known as promoters: highly satisfied customers who are likely to recommend your brand and remain loyal. Scores of 7 or 8 are considered passives: customers who are generally satisfied but not particularly enthusiastic, and who may switch to competitors. Anyone giving a score between 0 and 6 is classed as a detractor: dissatisfied customers who may share negative feedback and damage your brand reputation.
To calculate your overall Net Promoter Score, subtract the percentage of detractors from the percentage of promoters. The result is a single figure, ranging from -100 to +100, that reflects the overall sentiment of your customer base.
Why Is NPS Important?
NPS offers a clear snapshot of how your business is performing in the eyes of its customers. A high score suggests strong brand loyalty and positive word-of-mouth potential, while a low score may signal issues that need addressing. By identifying where customer sentiment is strong and where it’s slipping, you can make more informed decisions around product development, customer service, and marketing strategies.NPS surveys can be sent at various points in the customer journey, after a purchase, following a support interaction, or during a subscription lifecycle, depending on what you want to measure. With the right segmentation and follow-up, Net Promoter Score becomes more than just a number: it becomes a tool for strengthening relationships, reducing churn, and driving growth.
