Net Promoter Score (NPS)

Net Promoter Score (NPS) measures customer experience and shows how likely a customer would be to recommend your brand to friends, relatives or colleagues. Nowadays, NPS is a key metrics when it comes to measuring customer experience and assessing a business growth.

Net Promoter Score is solely based on the customers’ answers to the question “How likely is it that you would recommend to a friend or colleague?”.

Given the score 1-10, customers are divided into three categories:

  • Promoters (9-10) - customers who promote a brand actively

  • Passives (7-8) - satisfied though unenthusiastic customers

  • Detractors (0-6) - unsatisfied customers who can diminish a brand’s reputation

To calculate the Net Promoter Score you have to subtract the percentage of Detractors from the percentage of Promoters.

Depending on the difference between customers who are very likely to promote your brand and those who most likely will only damage your brand’s name your NPS will be as high as 100 or as low as -100.

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