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Last Updated on
December 18, 2023

What Is Net Promoter Score (NPS)

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In today's competitive business landscape, understanding and improving customer satisfaction is crucial for success. One popular metric used to gauge customer satisfaction is the Net Promoter Score (NPS). This article will guide you through the basics of NPS, how it can benefit your business, and the best practices for implementing and improving your NPS strategy.

Understanding Net Promoter Score (NPS)

Net Promoter Score (NPS) is an essential tool for measuring customer loyalty and satisfaction. It is a simple yet effective way to gauge the overall relationship between a company and its customers. In essence, it measures the likelihood that a customer would recommend a business to others. The higher the NPS, the more satisfied and loyal customers are, leading to increased growth and success for the company.

The Origins of NPS

The concept of NPS was first introduced by Fred Reichheld in a 2003 Harvard Business Review article. Reichheld believed that a single question could effectively measure a customer's loyalty and satisfaction. He suggested asking customers, "How likely are you to recommend [Company] to a friend or colleague?" This simple question quickly gained popularity due to its simplicity and easy-to-understand results.

Since then, NPS has become a widely used metric, with companies across various industries using it to measure customer satisfaction and loyalty.

How NPS is Calculated

To calculate NPS, customers are asked to rate on a scale of 0 to 10 how likely they are to recommend a company to a friend or colleague. Based on their response, customers are categorized into one of three groups:

  1. Detractors (0-6): Customers who are dissatisfied and unlikely to recommend your company
  2. Passives (7-8): Customers who are indifferent and may recommend your company, but not enthusiastically
  3. Promoters (9-10): Customers who are highly satisfied and likely to actively recommend your company

NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The result can range from -100 (all Detractors) to +100 (all Promoters).

Calculating NPS is just the beginning.

Companies need to analyze the results to better understand their customers' needs and preferences. This information can help companies make data-driven decisions to improve their products, services, and customer experience.

Also Read: What is Churn Rate and How Can You Reduce It?

NPS Ranges and Categories

While a higher NPS is generally considered good, companies can further evaluate their NPS based on industry benchmarks and historical data. Typical NPS ranges and categories are as follows:

  • -100 to -10: Poor performance, indicating significant room for improvement
  • -10 to 20: Mediocre performance, signaling the need for some improvement
  • 20 to 50: Good performance, showing satisfied and loyal customers
  • 50 to 100: Excellent performance, demonstrating exceptional customer loyalty

It's important to note that NPS is just one metric, and companies should use it in conjunction with other measures to gain a comprehensive understanding of their customers' satisfaction and loyalty.

Overall, NPS is a valuable tool for companies looking to improve their customer experience and build long-term relationships with their customers. By measuring customer loyalty and satisfaction, companies can make data-driven decisions to improve their products, services, and overall customer experience.

The Benefits of Using NPS for Your Business

Implementing NPS as a customer satisfaction metric offers several advantages, such as improving customer satisfaction, identifying loyal customers and brand advocates, reducing customer churn, and gaining valuable customer feedback.

But what exactly is NPS?

NPS, or Net Promoter Score, is a metric used to measure customer loyalty and satisfaction.

It is calculated by asking customers a simple question: "How likely are you to recommend our product/service to a friend or colleague?"

Customers respond on a scale of 0-10, with 0 being not at all likely and 10 being extremely likely.

The scores are then categorized into three groups: Promoters (9-10), Passives (7-8), and Detractors (0-6).

Also Read: How to Calculate Your Customer Lifetime Value

Improving Customer Satisfaction

Regularly monitoring your NPS allows you to track customer satisfaction over time and identify areas for improvement. By addressing customer concerns and continuously enhancing their experience, you increase the likelihood that customers will recommend your company to others, ultimately leading to business growth.

For example, if your NPS score is low, you can dive deeper into the feedback provided by Detractors to identify common pain points. Then, you can take action to address those issues and improve the overall customer experience. This can lead to increased customer satisfaction, loyalty, and ultimately, revenue.

Identifying Loyal Customers and Brand Advocates

Customers who score a 9 or 10 on the NPS survey (Promoters) are your most loyal customers and potential brand advocates. By identifying these individuals, you can engage with them more effectively to encourage referrals and positive word-of-mouth, further increasing customer acquisition.

One way to engage with Promoters is to create a loyalty program that rewards them for their continued business and referrals. This can include exclusive discounts, early access to new products, or personalized experiences.

Reducing Customer Churn

By targeting Detractors and working to address their concerns, your company can reduce customer churn and increase retention rates. This approach shows customers that their opinions and experiences matter, boosting a better relationship between your company and your client base.

For example, if a Detractor expresses frustration with a product feature, your company can work to improve that feature and communicate the changes to the customer. This can turn a negative experience into a positive one and increase the likelihood that the customer will continue doing business with your company.

Also Read: What Is Annual Recurring Revenue and How Can It Help Your Business?

Gaining Valuable Customer Feedback

NPS surveys provide you the opportunity to collect valuable customer feedback that can be used to drive improvements and better meet customer needs. This feedback can be used to shape company strategy, refine marketing and sales efforts, and improve products and services.

Additionally, NPS surveys can be used to gather demographic information about your customers, such as age, gender, and location. This information can be used to create more targeted marketing campaigns that resonate with your customer base.

How to Implement NPS in Your Business

Implementing Net Promoter Score (NPS) in your business can help you measure customer loyalty and satisfaction. While the process may seem daunting, it can be broken down into four key steps: choosing the right survey tools, determining the best time to survey customers, crafting effective NPS survey questions, and analyzing and interpreting NPS results.

Choosing the Right Survey Tools

Choosing the right survey tool is essential to ensure a smooth and efficient survey experience. There are several online survey tools that offer NPS functionality, such as SurveyMonkey, Qualtrics, and NPSBenchmarks.

When selecting a tool, consider features such as customization, automated email reminders, streamlined data analysis, and integration with other business tools, such as CRM software.

It's also important to ensure that the survey tool aligns with your business objectives and the type of data you want to collect. For example, if you're a B2B company, you may want to consider a survey tool that allows you to segment your data by customer account or industry.

Determining the Best Time to Survey Customers

The timing of your NPS survey can have a significant impact on the quality of data you collect. It's important to survey customers at key points in their customer journey, such as after a purchase, a support interaction, or a contract renewal.

However, you should also consider the frequency of your surveys. Surveying customers too frequently can lead to survey fatigue, while not surveying them often enough can lead to outdated insights. Finding the right balance is crucial to obtaining accurate and actionable insights.

Also Read: Understanding Your Customer Acquisition Cost: A Comprehensive Guide

Crafting Effective NPS Survey Questions

The primary NPS question is, "How likely are you to recommend our product/service to a friend or colleague?" However, to gain further insights, you can include tailored follow-up questions.

For example, you could ask customers to provide reasons for their score or to rate specific aspects of your product or service. These follow-up questions can provide valuable context and guidance for improvements.

It's also important to ensure that your survey questions are clear, concise, and easy to understand. Avoid using technical jargon or complex language that may confuse or frustrate your customers.

Analyzing and Interpreting NPS Results

Once you've collected your NPS data, it's time to analyze and interpret the results. Look for trends, patterns, and emerging issues that signal areas for improvement. For example, if you notice a high number of detractors (customers who give a score of 0-6), it may indicate a problem with your product or service.

Additionally, consider analyzing the results by demographic, product, or service segment to gain a deeper understanding of customer satisfaction across your business. This can help you identify areas of strength and weakness and make data-driven decisions to improve the overall customer experience.

Overall, implementing NPS in your business can help you measure customer loyalty and satisfaction, identify areas for improvement, and make data-driven decisions to improve the customer experience. By following these four key steps, you can ensure a successful NPS implementation and drive business growth.

Best Practices for Improving Your NPS

Effectively leveraging NPS to improve your business involves several best practices, including closing the feedback loop with customers, addressing customer concerns and issues, fostering a customer-centric culture, and continuously monitoring and adjusting your NPS strategy.

Closing the Feedback Loop with Customers

Be sure to respond promptly to customer feedback, acknowledging receipt and addressing concerns where possible. This process not only helps retain customers but also demonstrates a genuine commitment to customer satisfaction.

One effective way to close the feedback loop with customers is to personalize your response. Use the customer's name and reference specific details from their feedback to show that you are listening and taking their concerns seriously.

Also, consider offering a solution or compensation to show that you value their business and are willing to go above and beyond to make things right.

Also Read: How to Increase Your Monthly Recurring Revenue

Addressing Customer Concerns and Issues

Identify common themes in customer feedback and prioritize acting on those issues with the highest potential return on investment. Implement changes, test results, and iterate as needed to continuously improve the customer experience.

When addressing customer concerns and issues, it's important to not only fix the immediate problem but also address the root cause. This can involve making changes to your product or service offerings, improving communication with customers, or even reevaluating your company's values and mission to ensure they align with customer expectations.

Facilitating a Customer-Centric Culture

Encourage a company culture that values customer feedback and prioritizes customer satisfaction. By integrating NPS results into performance metrics and company goals, you can better align the entire organization around a common mission to delight customers and improve loyalty.

One way to foster a customer-centric culture is to involve employees at all levels in the NPS process. Encourage team members to actively seek out customer feedback and share their own ideas for improving the customer experience. Additionally, consider offering training and development opportunities to help employees better understand and empathize with customer needs.

Continuously Monitoring and Adjusting Your NPS Strategy

Regularly review and evaluate your NPS strategy to ensure maximum effectiveness. As your company grows and evolves, your NPS approach may require adjustments to account for changes in customer expectations, industry trends, and your product or service offerings. By staying nimble and responsive, your NPS can continue to serve as a powerful tool in driving customer satisfaction and business growth.

One way to continuously monitor and adjust your NPS strategy is to track key performance indicators (KPIs) related to customer satisfaction, such as customer retention rates and repeat business. Use this data to identify areas for improvement and adjust your NPS approach accordingly. Additionally, consider conducting regular surveys to gather feedback from customers and ensure that your NPS strategy is meeting their needs.

In conclusion, the Net Promoter Score (NPS) is a valuable customer satisfaction metric that can help your business identify areas for improvement, build customer loyalty, and ultimately drive growth. By understanding the origins, calculations, and benefits of NPS, implementing an effective survey strategy, and applying best practices for continuous improvement, your business can harness the power of NPS to enhance the customer experience and achieve long-term success.

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