What is NPS and how to use it?

By Anders Björklund

What is NPS and how to use it?

NPS is the abbreviation of Net Promoter Score. A metric for assessing loyalty for a company, the brand, products or services. NPS is used as apart of relationship management and the metric is easy to calculate. In this article, I give you a quick glance at how it works. 

Net Promoter Score (NPS)

Net Promoter Score is based on a single question: “How likely is it that you would recommend us to a friend or colleague?”

Customers are then divided into three categories:
  • Promoters (score: 9-10) are the most loyal
  • Passives (score: 7-8) are satisfied, yet unenthusiastic
  • Detractors (score: 0-6) are unhappy 
The Net Promoter Score is calculated by subtracting the percentage of Detractors from the percentage of Promoters.   

NPS is very straightforward, and it allows you to benchmark your company’s results against others in your industry. 

When Zooma and our friends use NPS we always use one additional questions where the respondent can motivate their rating. 

Sometimes our friends ask for advice on how to get customers to fill out NPS- surveys. Consequently, I have compiled a presentation (pptx) with some of my advice about how you can increase your survey response rate. Feel free to download.

Your guide to increase NPS-survey response rate   

Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about what and how to think about onlinification and digitalisation in B2B. Asks a lot of questions, and knows what to do with the answers.
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