Net Promoter Score (NPS) is a widely used market research metric that typically takes the form of a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or service to a friend or colleague.
The Question
“On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?”
- Promoters (9-10): Loyal enthusiasts.
- Passives (7-8): Satisfied but unenthusiastic.
- Detractors (0-6): Unhappy customers.
The Value
NPS is a proxy for Advocacy potential. It measures the emotional connection and the “social capital” a customer is willing to spend on you.
The Trap
Don’t game the score. Begging for a “10” destroys the validity of the metric. Use NPS as a Signal to start a conversation, not just a number to report to the board. The why behind the score is infinitely more valuable than the score itself.