Net Promoter Score (NPS)

What is it?

Net Promoter Score (NPS) is a customer satisfaction measurement metric used to evaluate the loyalty and advocacy of customers towards a brand or company. It is based on the likelihood of customers recommending a product or service to others.

Where is it used?

NPS is widely used by businesses of all sizes and across various industries to gauge customer satisfaction levels and loyalty. It provides valuable insights into customer sentiment, which can be used to improve products, services, and overall customer experience.

When to use it?

NPS should be used regularly as part of a company’s ongoing customer feedback and evaluation process. It is often utilized after an interaction, such as a purchase or customer service experience, to understand the overall satisfaction level and identify areas for improvement.

How to use it?

To calculate NPS, customers are typically asked to rate the likelihood of recommending a brand or product on a scale of 0 to 10. Based on their responses, customers are classified into three categories: promoters (score 9-10), passives (score 7-8), and detractors (score 0-6). The NPS is then determined by subtracting the percentage of detractors from the percentage of promoters.

Why do we need it?

NPS provides a tangible way to measure customer loyalty and brand advocacy. By understanding customer sentiment, businesses can identify key areas for improvement, address customer concerns, and develop strategies to enhance customer satisfaction. NPS is also valuable for benchmarking and tracking customer loyalty over time, allowing businesses to evaluate the impact of their efforts to enhance the customer experience.


In conclusion, Net Promoter Score (NPS) is a valuable customer satisfaction metric that helps businesses evaluate customer loyalty, identify areas for improvement, and measure the effectiveness of their strategies to enhance customer satisfaction. By incorporating NPS into their customer feedback processes, companies can gain insights that lead to improved products, services, and overall customer experience.


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