Value and outcomes
Net Promoter Score (NPS)
Also calledNPS
A loyalty measure from one question: how likely are you to recommend us, from 0 to 10. Promoters minus detractors gives a score from −100 to +100.
People who answer 9 or 10 are promoters, 7 or 8 are passives, and 0 to 6 are detractors. The score is the percentage of promoters minus the percentage of detractors, so passives count toward the total but not the score.
Fred Reichheld of Bain & Company introduced it in 2003, and it spread because it is one question anyone can ask. Its strength is tracking the same audience over time; a single score on its own says little.
In practice
Of 200 customers, 90 answer 9 or 10, 60 answer 7 or 8 and 50 answer 6 or below. That is 45% promoters minus 25% detractors, an NPS of +20.
Common mistake
Comparing your score with another company's or another survey's. NPS moves with who you ask and when, so the useful comparison is with your own previous score, asked the same way.