Net promoter score.
Industry Insights


By Jane Whittles


2 Minute Read


Tuesday, 5th March 2024

In its most basic form, NPS (Net Promoter Score) is a way to gauge customer satisfaction.  It’s one of the easiest and quickest pieces of research that a company can do and yet it can offer the most benefit.

It’s a simple question, “How likely would you be to recommend x”.  A score between 0-10 is given, which translates to,

0-6 Detractors who wouldn’t recommend,

7-8 Passives, and

9-10 Promoters who are loyal customers and are happy to recommend

NPS Score

From this a business can calculate its NPS score which will range from -100 to +100. A score of 0 is considered good, with anything above 0 being progressively better and 80+ is pretty much world class.  So, if you just leave it at that and use NPS as a brand health check every year, you can track customer satisfaction pretty easily.


But why leave it there?  There is so much more that NPS can give to a business, and leveraging its full potential can move the dial (score) to that world class position.  Let’s have a look at how that can be done.


Closing the loop

Ask just one more question, ‘Why did you give that score?’ or ‘What would make you give a higher score?’

This ‘open’ question will reveal a wealth of information.  If the score is low, the feedback will explain why and maybe what you can do to improve, and if the score given is high, the feedback will be positive, and can be used in testimonials for social media, website etc.  Word of mouth is powerful so leverage that positive feedback.


Be action focused

You could just read the negative feedback and file it or respond and take action to resolve the detractors’ issues. It may be a simple fix such as a bug on a website or a more involved issue such as product quality, but fixing the issue that caused the negative response starts the journey to improving NPS next year.


Like the sound of NPS? Fancy a chat?

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