Marketing
Net promoter score
The net promoter score is a way of measuring how likely customers are to recommend a company’s products or services to others.
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Net promoter score vs Net promoter score (NPS)
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Marketing
Net promoter score (NPS)
Helps managers answer: To what extent are our customers satisfied and loyal?
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Use this when.
To monitor recommendation intent using a consistent survey process.
Answer: “To what extent are our customers willing to recommend us?”
Extracted signals
Strengths, limits, and pitfalls.
Net promoter score
- Standardise sampling and follow up the rating with a reason. Track the distribution and verbatim themes alongside NPS so teams can act on causes rather than chase the score.
- Define the population, event, channel, invitation timing, scale wording and response window. Draw a representative sample; report response rate, uncertainty and subgroup bases. Keep these conditions stable before comparing periods or units.
- Claims that any positive score is good or that a score above 50 is universally excellent require context. The reported iPad score of 69 in 2013, for example, is a historical snapshot whose sampling and benchmark basis would need verification before comparison.
Watch for
- A score such as +5 has little meaning without sample, uncertainty, segment, method and trend. Incentive linked NPS also invites coaching, cherry picking and other gaming.
Net promoter score (NPS)
- Ask what the customer particularly values and what one thing should improve. Use the answer to prioritise service changes, and test whether those changes affect behaviour as well as the score. Preserve the 9–10 promoter and 0–6 detractor thresholds when comparing waves.
Watch for
- Grouping responses can hide distribution shifts and increase uncertainty.
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