Net Promoter Score (NPS)

Net Promoter Score (NPS) is seen by many as the “gold standard” in customer experience metrics. It was first developed by Bain & Company in 2003 and is today used by millions of organizations worldwide to measure how they’re perceived by their customers.

NPS generally asks customers “How likely would you be to recommend [our brand] to others?” and registers their response on a simple scale of 0 – 10. Customers are then segmented into three ‘categories’ based on the response they’ve provided: detractors, passives, and promoters:

·         Promoters: Those who responded with 9 – 10, i.e., they’re happy.

·         Passives: Those who responded with 7 – 8, i.e., they’re satisfied.

·         Detractors: Those who responded with 0 – 6, i.e., they’re unhappy.

An overall NPS score can range from -100 to +100 and is calculated by subtracting the percentage of Detractors from the percentage of Promoters.