Net Promoter Score (NPS) Review: Unlocking Customer Loyalty

Net Promoter Score (NPS) Review: Unlocking Customer Loyalty
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Knowing how satisfied your customers are and whether they would recommend your products or services to others can provide valuable insights into your business’s performance. One of the key metrics used to measure customer satisfaction and loyalty is the Net Promoter Score (NPS).

In this comprehensive guide, we’ll delve into what NPS is, why it matters, how to calculate it, and how businesses can leverage it to improve customer experience and drive growth. Retaining existing customers and turning them into raving fans can be the key differentiator that propels a company to new heights of success.

What is Net Promoter Score (NPS)?

Developed by Fred Reichheld, a partner at Bain & Company, Net Promoter Score (NPS) is a customer loyalty metric that gauges the likelihood of customers recommending a company’s products or services to others.

It’s calculated based on a simple question:

“On a scale of 0 to 10, how likely are you to recommend our company, product, or service to a friend or colleague?”

The beauty of NPS lies in its simplicity. Customers are typically categorized into three groups based on their responses to this question:

  1. Promoters (score 9-10): These are highly satisfied customers who are likely to promote your business to others. They are loyal enthusiasts who fuel positive word-of-mouth marketing.
  2. Passives (score 7-8): These customers are satisfied but not overly enthusiastic. They are less likely to actively promote your business but are also less likely to speak negatively about it.
  3. Detractors (score 0-6): These customers are dissatisfied and may spread negative feedback about your business. They are at risk of churning to competitors.

The Net Promoter Score is calculated by subtracting the percentage of detractors from the percentage of promoters. The resulting score can range from -100 (if every customer is a Detractor) to 100 (if every customer is a Promoter).

Why is Net Promoter Score Important?

Net Promoter Score is more than just a number; it provides valuable insights into customer sentiment and loyalty. Here are some key reasons why NPS matters for businesses:

It Predicts Business Growth: Research has shown that companies with high NPS tend to experience faster growth and higher customer retention rates. Promoters are more likely to make repeat purchases and refer others, contributing to organic growth.

It Measures Real Customer Loyalty: Net Promoter Score goes beyond surface-level satisfaction metrics by capturing the depth of customer loyalty. Promoters are not just satisfied customers; they are passionate advocates who actively promote the brand to others.

Focus on Customer Experience: Net Promoter Score encourages businesses to prioritize customer experience. By understanding what drives customer loyalty, companies can make strategic decisions to enhance satisfaction and loyalty.

It’s Simple and Easy to Understand: The straightforward nature of Net Promoter Score makes it easy for employees at all levels to comprehend and rally around. It’s a powerful communication tool that aligns the entire organization toward a common goal: creating more Promoters.

Customer Satisfaction Monitoring: NPS helps businesses track customer satisfaction over time. By regularly measuring Net Promoter Score, companies can identify trends and areas for improvement in their products or services.

It Provides Actionable Insights: NPS surveys often include follow-up questions that probe into the reasons behind respondents’ scores. This qualitative feedback provides valuable insights into what drives customer satisfaction or dissatisfaction, enabling targeted improvements.

Competitive Benchmarking: Net Promoter Score allows businesses to benchmark their performance against industry peers. Comparing NPS scores can highlight areas where a company excels or lags behind in customer satisfaction.

How to Calculate Net Promoter Score (NPS)

Calculating Net Promoter Score involves several steps:

  • Survey Customers: Start by surveying your customers using the NPS question: “On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?”
  • Classify Responses: Based on their scores, categorize customers into promoters (9-10), passives (7-8), and detractors (0-6).
  • Calculate Percentages: Determine the percentage of respondents in each category (promoters, passives, detractors).
  • Calculate NPS: Subtract the percentage of detractors from the percentage of promoters to get the Net Promoter Score.

Here’s the formula for calculating NPS:

NPS = %Promoters − %Detractors

How to Leverage Net Promoter Score for Business Growth

Net Promoter Score is a powerful tool that can drive business growth when used effectively. Here are some strategies for leveraging NPS to improve customer experience and drive loyalty:

Establish a Baseline and Set Goals: Begin by surveying a representative sample of customers to establish your company’s baseline NPS. This will serve as a benchmark against which to measure future progress. Then, set realistic and achievable NPS targets based on industry benchmarks and your growth ambitions.

Close the Loop with Customers: Responding to customer feedback is crucial. Follow up with Detractors to address their concerns and turn them into Passives or Promoters. Conversely, reach out to Promoters to thank them and explore opportunities for further engagement, such as case studies or referral programs.

Identify Drivers and Areas for Improvement: Analyze the qualitative feedback to pinpoint the key drivers of customer satisfaction and dissatisfaction. Use these insights to prioritize and implement improvements in areas that matter most to your customers.

Engage and Empower Employees: Share Net Promoter Score results and customer feedback with employees, and involve them in developing strategies to improve the customer experience. Frontline employees are often the best source of ideas for enhancing processes and interactions.

Integrate NPS into Operations: Embed NPS into various touchpoints of the customer journey, such as post-purchase surveys, support interactions, and customer success check-ins. This will provide a continuous stream of feedback to monitor and act upon.

Benchmark and Learn from the Best: Evaluate your Net Promoter Score performance against industry leaders and top performers. Study their best practices and adapt them to your business to continuously improve your customer experience and loyalty.

Net Promoter Score in Action: Success Stories

Companies across diverse industries have leveraged the power of NPS to drive customer loyalty and growth.

Here are a few inspiring examples:

Apple’s legendary customer loyalty is often attributed to its unwavering focus on Net Promoter Score. The company reportedly ties a significant portion of employee compensation to NPS performance, fostering a customer-centric culture.

Airbnb, the popular home-sharing platform, embraced NPS early on and credited it as a key factor in its rapid growth. By promptly addressing Detractors’ concerns and amplifying the voices of Promoters, Airbnb cultivated a loyal community of hosts and guests.

Intuit, the software company behind products like TurboTax and QuickBooks, transformed its customer experience by making NPS a core part of its strategy. Teams across the company have rallied around improving Net Promoter Score, leading to significant gains in customer loyalty and retention.


Net Promoter Score (NPS) is a valuable metric that provides businesses with actionable insights into customer loyalty and satisfaction. Its simplicity belies its profound impact, empowering organizations to truly understand and act upon the voice of their customers.

By measuring NPS, companies can identify opportunities to enhance customer experience, drive growth, and build long-term relationships with customers.

Leveraging Net Promoter Score effectively involves not only calculating the score but also acting on feedback, engaging with customers, and integrating NPS into strategic decision-making processes. Ultimately, a high NPS signifies a strong customer-centric approach and can be a powerful driver of business success.

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