Net Promoter Score (NPS)

The Net Promoter Score (NPS) is a tool to gauge customer loyalty. The NPS is generally based on the answer to a single question: “How likely is it that you would recommend Company X [or Product X] to a friend or colleague?” The answer is on a scale of 1 to 10, with 10 being highly likely to recommend. Customers are then segmented into three groups: Promoters (10 or 9); Passives (8 or 7); and Detractors (6 and below).

Why Is NPS Important?

Promoters want to advocate for your company, but they need some guidance. Advocate marketing programs defines specific asks and incentivizes these actions to turn promoters into effective advocates and further increase their output.

Related Terms: Customer Retention Program, Advocate Marketing Program, Customer Relationship

Related Resources: The Evolution of Net Promoter Scores: Advocate Mobilization ScoresThe Evolution of NPS, Part II: Measuring Actual Advocate Activity