The document discusses the importance of customer experience and net promoter scores. It notes that only 2% of UK customers trust advertising for product information while 93% rely on word of mouth. It then explains that net promoter scores are calculated by subtracting the percentage of detractors from promoters based on responses to a 1-10 likelihood of recommendation question. High net promoter scores are correlated with increased customer loyalty, repurchases, and referrals.