Although they are not included in the NPS calculation, passives are very close to being promoters (particularly when they give a score of 8), so it always makes strategic sense to spend time investigating what to do to win them over. Passives (score of 7 or 8) are not actively recommending a brand, but are also unlikely to damage it with negative word of mouth. Promoters (score of 9 and 10) represent a company’s most enthusiastic and loyal customers: these people are likely to act as brand ambassadors, enhance a brand’s reputation, and increase referral flows, helping fuel the company's growth.ĭetractors (score of 0 to 6, included) are unlikely to recommend a company or product to others, probably won’t stick around or repeat purchases, and-worse-could actively discourage potential customers away from a business. → Read more about the essential components of the Net Promoter System How to calculate NPS Rally all employees around one mission-critical objective: earning more enthusiastic customers Track and quantify a score over time, creating internal benchmarks By asking customers why they've given a specific score, organizations of any size can understand what they're doing well and where they could be improving The overall NPS system is important because it allows businesses to:Īsk follow-up questions as part of the standard NPS survey. NPS is a valuable metric on a strategic level, but by itself, the score is not enough to be useful or paint a complete picture. When your company’s NPS is high (or, at least, high er than the industry average), you know that you have a healthy relationship with customers who are likely to act as evangelists for the brand, fuel word of mouth, and generate a positive growth cycle. NPS can be used as a predictor of business growth. ![]() As a business metric, NPS helps companies of all sizes organize around a mission-critical goal-increase their score by earning more enthusiastic customers-that can be easily tracked and quantified over time.
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