The Net Promoter Score (NPS) is a metric used to gauge customer satisfaction and loyalty. It is based on responses to a single question - "How likely are you to recommend our company/product/service to a friend or colleague?" Respondents are categorized as Promoters (score 9-10), Passives (score 7-8), or Detractors (score 0-6). The NPS is the percentage of Promoters minus the percentage of Detractors. While a simple metric, NPS provides insights when measured continuously over time. Companies should focus on converting Detractors to Passives and increasing Promoters to improve their NPS.

1. THE NET PROMOTER SCORE
MEASURE CUSTOMER SATISFACTION WITH 1 QUESTION

2. What is the Net Promoter Score?
Customer Loyalty
Metric Comparable over
time and
industries
Easy Interpretable
Customer
Satisfaction
Score
Indication of the
growth potential
of your company
or product
One
single
question
developed in 2003
by Fred Reichheld of
Bain & Company in
collaboration with
Satmetrix

3. How to calculate NPS?
RESPONDENTS DIVIDED IN 3 CATEGORIES

4. How to calculate NPS?
Promoters
respondents giving a positive score
(9 or 10)
Passives
respondents giving a neutral score
(7 or 8)
Detractors
respondents giving a negative score
(between 0 and 6)

5. Simple metric for everyone in your organization
Deceptively simple for respondents
Goes beyond the classic 'overall satisfaction' question
When someone recommends you, they risk their
reputation
Why use NPS?

6. Average Highest
What is a good NPS?
The NPS is a number between -100 and +100.
the average firm
sputters along at
an NPS of only
+5 to +10
the highest
performing ones
are situated
between
+50 and +80

7. Don’t worry too much about external benchmarks
Create your own baseline
Measure continuously
Report continuously
What is a good NPS for you?

8. Passives do not count
Harder to make a passive a promoter
Detractors share more
Easier and better to convert a detractor to a passive
Get everyone in your organization involved
How to improve your NPS?

9. Add open questions that probe the
underlying reasons behind the low score
Get notifications for low scores in real time
Translate that feedback into actions to
 Correct common complaints
 Contact detractors quickly with an offer
How to reduce detractors?

10. Some critical remarks
The model is
too simple.
Inaccurately measures
customer behaviour
No visible difference
in % Promoters and
% Detractors in final
score
Non-customers
are not included
There is no
distinction between
the scores 0 and 6
Value of a
recommendation
differs
Usain Bolt vs. John Doe

11. Conclusion
NPS is a useful, simple metric
Measure continuously
Follow up continuously
Report continuously
Watch customer satisfaction and loyalty rise

12. More info
Read the full story
Try a sample survey
Look at sample NPS survey results
(password: NPScore)
Create your own free NPS survey

13. CheckMarket can help
We have a vast experience in NPS research
Our experts can help you set up your NPS program
We have a tool to measure NPS continuously
You can organize and automate the follow-up
We offer NPS dashboards with real-time results

14. About CheckMarket
CheckMarket is a company specialized
in enterprise survey solutions
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