"[28] The best is 100. These additional questions help a company rate the relative importance of these other parts of the business in the overall score. You can even add a third optional question for people to share their ideas on what else you should be doing. The Net Promoter Score is the world’s leading metric for measuring customer loyalty. A SaaS (Software as a Service) business usually asks the NPS question after 30 days from sign-up, which gives users enough time to get familiar with the service. [5]:51 The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. [5]:12–13, While the Net Promoter Score has gained popularity among business executives and is considered a widely used instrument for measuring customer satisfaction in practice, it has also generated controversy in academic and market research circles. For purposes of calculating a Net Promoter Score, Passives count toward the total number of respondents, thus decreasing the percentage of detractors and promoters and pushing the net score toward 0. Net Promoter Score (NPS) survey consists of a single question that measures the likelihood of your customers referring your business to their others. The optimum time to send your customers an NPS survey depends very much on the type of business you own. For instance, NPS presumes that someo… They chose the likelihood to recommend question based on the observation that it best predicted these customer behaviors in 11 of 14 industries studied. [5]:175–198 The Net Promoter survey will identify customers who need follow-up, including Detractors, and should automatically alert the provider to contact the consumer and manage the follow-up and actions from that point,[11] a practice followed by companies such as Scotiabank. "[27] A score between 0 and 30 is a good range to be in, however, there is still room for progress. In the Net Promoter system, average scores vary greatly between industries: Â. NPS is then calculated as the percentage of ‘promoters’ (people who scored 9 or 10) minus the percentage of ‘detractors’ (people who scored 0 to 6, included). [5]:61–65[5]:77–81[9] Importantly, Markey points out that "competitive benchmark" Net Promoter Scores collected through a carefully constructed double-blind Quantitative marketing research methodology provide the only valid basis for comparing scores. ", and"What can we do to WOW you?" It’s crucial that you always close the loop with customers to understand the context and reasons behind their score. → Read more about NPS scores and benchmarks, If you are interested in calculating and tracking NPS for your business, the first step is to run an NPS survey to collect customer feedback. "[24], "Recommend intention alone will not suffice as a single predictor of customers' future loyalty behaviors. NPS stands for Net Promoter Score. Taylor and Hart is a London-based jeweler specializing in bespoke engagement rings. The result of the calculation is expressed without the percentage sign. [4] The open-ended question is often a conditional one meaning that it only appears if the customer gives below a certain threshold, such as below 7 (detractor). After being presented with the standard NPS question, "On a scale from 0-10, How likely are you to recommend this company to a friend or colleague? → Read the chapter on how to calculate NPS. [3], Proponents of the Net Promoter approach claim the score can be used to motivate an organization to become more focused on improving products and services. [23] Note that NPS can actually be negative if you have more detractors than promoters, which happens fairly often for large businesses. Business Week, 29 January 2006. NPS scores are measured with a single question survey and reported with a number from … The standard NPS question is “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”. Although they are not included in the NPS calculation, passives are very close to being promoters (particularly when they give a score of 8), so it always makes strategic sense to spend time investigating what to do to win them over. age group, gender, long-term customers, higher-spending customers, etc.). NPS is more than just a number: the real goldmine is the information you collect by asking follow-up questions as part of the survey (and even beyond that). Satisfaction as a Predictor of Future Performance: A Replication. NPS is calculated by subtracting the percentage of customers who answer the NPS question with a 6 or lower (known as ‘detractors’) from the percentage of customers who answer with a 9 or 10 (known as ‘promoters’). Net Promoter Score = (Number of Promoter Scores/Total Number of Respondents) - (Number of Detractor Scores/Total Number of Respondents) Or, for a more visual representation, we can use this handy graphic. At -100, every single person who responds is a detractor. These reasons can then be provided to front-line employees and management teams for follow-up action. It is an indicator of customer experience, customer satisfaction, and brand loyalty. Net Promoter Score is a customer loyalty metric created by Fred Reicheld, Bain & Company and Satmetrix in 2003. The scoring for this answer is most often based on a 0 to 10 scale. Although NPS measures the likelihood of an action based on past experience, it has proven to be a reliable predictor of future business growth or decline. #1: The Standard Net Promoter Score Question. Practitioners often claim that responses to the "Why" question provide more important information than the score, itself. Ratings of 9 or 10 indicate promoters; 7 and 8, passives; and 0 through 6, detractors. For the ones that do get a large number of respondents, keep those handy as benchmarks for what to improve upon when your next survey comes around. On the plus side, giving your customers the time to experience the product/service they received from you (for example, 15 or 30 days) might help them develop an even clearer sense of whether or not they would recommend it. NPS measures the loyalty of customers to a company. It is used as a proxy for gauging the customer’s overall satisfaction with a company’s product or service and the customer’s loyalty to the brand. Any score below 0 indicates that a business has more detractors than promoters. 🏆Pro tip: the best time to ask an NPS question depends on the kind of product you sell, so test your way around it:- If people complain that you’re asking too early, that means you need to send your survey later- If your response rate is low and nobody is complaining, try sending it earlier. Passives (score of 7 or 8) are not actively recommending a brand, but are also unlikely to damage it with negative word of mouth. The objective was to determine a clear and easily interpretable customer satisfaction score which can be compared over time or between different industries. It helps companies organize around the mission-critical objective of earning more enthusiastic customers, and the score itself can be easily tracked and quantified over time. It was introduced by Reichheld in his 2003 Harvard Business Review article, "The One Number You Need to Grow". What is Net Promoter Score (NPS) Net Promoter Score (NPS) is a system that’s meant to go beyond testing the satisfaction levels of the customer with the company. Once you are a more advanced user, you can super-charge your NPS analysis by putting segmentation systems in place and identifying how to adapt your approach to different types of customers. The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. The Net Promoter Score is a customer loyalty metric developed in 2003 by management consultant Fred Reichheld of Bain & Company in collaboration with the company Satmetrix. [citation needed] Companies using the Net Promoter System often rely on software as a service vendors that offer a full suite of metrics, reporting, and analytics. T hey would not recommend you, and they’re likely to leave bad reviews of your product or service. Therefore it is worth surveying for NPS® on a time basis as well as on a lifecycle basis. Companies with high a NPS are more likely to achieve long-term profitable growth. [26], "A single item question is much less reliable and more volatile than a composite index. When your company’s NPS is high (or, at least, higher than the industry average), you know that you have a healthy relationship with customers who are likely to act as evangelists for the brand, fuel word of mouth, and generate a positive growth cycle. You can set up the NPS survey so it appears on your main conversion pages (for example, the thank you page people see after completing a purchase), or trigger an exit survey right before people leave the website. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round. Net Promoter Score (NPS) is a customer loyalty and satisfaction measurement taken from asking customers how likely they are to recommend your product or service to others on a scale of 0-10—but there’s a lot more to the story than that. [10], Net Promoter System also requires a process to close the loop. To calculate Net Promoter Score, you need to subtract the percentage of Detractors from the percentage of Promoters [ NPS = % Promoters – % Detractors ]. Respondents who provide a score of 7 or 8 are referred to as "passives" and do not enter into the overall percentage calculation. Copyright © 2014 - 2021 Hotjar Ltd. All rights reserved. Net Promoter Score is always expressed as a number from -100 to 100; the score is negative when a company has more detractors than promoters, and positive in the opposite situation. Respondents who provide a score of 7 or 8 are referred to as "passives" and enter into the overall percentage calculation. Lack of superiority to other loyalty-related questions, No evidence for 11-point scale superiority, Reliability compared to a composite index of questions, Lack of predictive power for loyalty behaviors, Not suitable as key performance indicator, Call Centers for Dummies, By Real Bergevin, Afshan Kinder, Winston Siegel, Bruce Simpson, p.345. Customer satisfaction is key to getting new customers and securing old ones. A net promoter score is a formula that determines just how likely customers are to recommend your product or service -- or even your company -- to their friends, family, or co-workers. Here are two examples and stories to get you inspired: Like a lot of our customers, we use Hotjar to track NPS. [18] It has also emerged as a way to measure loyalty for online applications, as well as social game products. In the Net Promoter system, customers are categorized into three groups—promoters, detractors, passives—depending on how they answer the standard “how likely are you to recommend us” question: Promoters (score of 9 and 10) represent a company’s most enthusiastic customers: these people are likely to act as brand ambassadors, enhance a brand’s reputation, and increase referral flows, helping fuel the company's growth. Jenny van Doorn , Peter S.H. Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. [6], Companies are encouraged to follow the likely-to-recommend question with an open-ended request for elaboration, soliciting the reasons for a customer's rating of that company or product. To calculate the net promoter score, you simply deduct the percentage of detractors from the percentage of promoters. Decoding the makeup of a Net Promoter Score Survey structure. Problems With the Net Promoter Score. [22] Furthermore, Hayes (2008) claimed there was no scientific evidence that the "likelihood to recommend" question is a better predictor of business growth than other customer-loyalty questions (e.g., overall satisfaction, likelihood to purchase again). The maximum score is 100 if every single customer is a promoter. Email surveys require a bit more work on the customers’ part (open the email → click on the survey → get taken to a separate page → fill it in and submit), and there is an obvious time delay between sending out the survey and getting results. Net promoter score (NPS) definition NPS stands for Net Promoter Score which is a metric used in customer experience programs. "[24], While several studies, such as one by Preston and Colman,[25] have shown that there is little statistical difference in reliability, validity, or discriminating power, an unpublished paper by Schneider et al (2008) found a more nuanced pattern. question provide all that is needed to identify reference customers and improvement opportunities. For example. Generally speaking, a Net Promoter Score that is below 0 would be an indication that your business has a lot of issues to address. It comes from the question, “How likely is it that you would recommend (insert company or product/service) to … Knowing NPS averages by industry helps to understand how key competitors in a specific market are doing and gives extra context to what counts as a ‘good’ or ‘bad’ score. The Net Promoter Score definition and formula is based on the following idea: NPS is a highly regarded loyalty metric that people at companies like yours use to collect the customer feedback they need to inform their business strategy. Hayes (2008), "The True Test of Loyalty," Quality Progress, June 2008, 20–26. 12/2013, "The Inventor of Customer Satisfaction Surveys Is Sick of Them, Too", "The simple metric that's taking over big business", "Net Promoter Score – Something Every Sales Leader Should Use | CustomerThink", "The Benefits of a Competitive Benchmark Net Promoter® Score", "Our performance: Improving our customer experience", "Management and Facts - Siemens Global Website", "Becoming our customers' partner of choice", "With Its Stock Still Lackluster, G.E. NPS ranges between −100 (all respondents are "detractors") and +100 (all respondents are "promoters"). NPS is a useful number for evaluating and benchmarking your business, but its real value is in the answers to the follow-up questions you get to ask as part of the survey: "What’s the main reason for your score? Net promoter score is a helpful tool for organisations to see how their customer service is perceived and where improvements might be made. The basic Net Promoter Score question that was created by Fred Reicheld and Bain&Company. The result of the calculation is expressed without the percentage sign. They claim that collecting the feedback from employees in a manner similar to Net Promoter customer feedback can provide companies a way to improve their culture. Ask follow-up questions as part of the standard NPS survey. To run this survey, you’d start by asking the standard NPS question: “On a scale of 0 to 10, how likely are you to recommend [company] to a friend/colleague?”. "Would You Recommend Us?" Here’s how to read your NPS results after running the survey and collecting data: Your company's Net Promoter scores may vary across different segments (e.g. However, both of these scores are highly unlikely in real life. Bain invented the Net Promoter Score and Net Promoter System to help companies earn customer loyalty and inspire employees. If they pick a 9 or 10 (promoters), follow up with enthusiasm and investigate further by asking “What’s the main reason for your score?”. The metric was developed by (and is a registered trademark of) Fred Reichheld, Bain & Company and Satmetrix. "Influence of the Net Promoter Score of Retailers on the Willingness of Consumers to Install Their Mobile App", "A Longitudinal Examination of Net Promoter and Firm Revenue Growth", "Optimal number of response categories in rating scales: reliability, validity, discriminating power, and respondent preferences", "Measuring Customer Satisfaction and Loyalty: Improving the 'Net-Promoter' Score", "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Customer Retention, Recommendation, and Share-of-Wallet", "Nomological validity of the Net Promoter Index question", Performance Measurement: GE Asks The Ultimate Question, Official site of The Ultimate Question 2.0, https://en.wikipedia.org/w/index.php?title=Net_Promoter&oldid=998669852, Articles with unsourced statements from January 2019, Creative Commons Attribution-ShareAlike License, This page was last edited on 6 January 2021, at 13:46. This is especially helpful in targeting resources to address issues that most impact the NPS. Net Promoter Score Calculation You can choose between two main ways of doing it, depending on whether you want to ask in-the-moment feedback or collect it sometime after a customer has had an experience with your company. This guide covers what you need to know about NPS, including chapters on the Net Promoter System, what questions to ask as part of your NPS survey, how to calculate your score, and how to improve your NPS. [5]:49–51 They also found that differences in Net Promoter Scores among direct competitors in a market could explain substantial differences in revenue growth rates among competitors in that market. : 51 The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. To grow your business, you need satisfied customers or ‘promoters’ who talk about you enthusiastically and send referrals your way—and the way you measure your promoters is by checking how many people scored you 9 and 10 in an NPS survey. In closing the loop, the provider actively intervenes to learn more from customers who have provided feedback, and also to change a negative perception, often converting a Detractor into a Promoter. Net Promoter Score (or Net Promoter System) is a proven methodology for measuring customer loyalty through first-hand feedback. "[30] Furthermore, losing detractors as customers can improve the NPS while the business eventually suffers. A perfect score of 100 indicates that every survey respondent would recommend a company to someone else—a score that, apparently, nobody has ever achieved. Net Promoter or Net Promoter Score (NPS) is the percentage of customers rating their likelihood to recommend a company, a product, or a service to a friend or colleague as 9 or 10 ("promoters") minus the percentage rating this at 6 or below ("detractors") on a scale from 0 to 10. [5]:199–200 The Net Promoter approach has been adopted by several companies, including Australia Post,[12] Siemens,[13] E.ON,[14] Philips,[5]:61–65 GE,[15] Apple Retail,[16] American Express,[17] IBM,[3] Vanguard,[3] and Intuit. [8], Reichheld and Co-Author, Rob Markey say the rating and answers to the "Why?" Detractors (score of 0 to 6, included) are unlikely to recommend a company or product to others, probably won’t stick around or repeat purchases, and—worse—could actively discourage potential customers away from a business. Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc. NPS is a powerful and motivating metric that inspires action across businesses of all sizes. [1] NPS has been widely adopted by Fortune 500 companies and other organizations. ","What can we do to improve our business - and your score? Now that we know the information that we need gather, let's review how you can calculate this metric using a three-step process. This said, even if the bar is set low, a negative NPS is a sign that a business has some serious work to do to improve the situation, reduce the number of unhappy customers, and generate more promoters. USAA and Verizon, for example, both claim that the score is less important than the reasons why. [3], Additional questions can be included to assist with understanding the perception of various products, services, and lines of business. Those who respond with a score of 0 to 6 are labeled Detractors, and they are believed to be less likely to exhibit the value-creating behaviors. As an output, it gives an easy-to-understand figure that can be used by managers to achieve customer delight (and not just satisfaction). Allegheny Technologies Net Promoter Score Benchmarks: 602: Securian Financial Group: Insurance: Life, Health (stock) https://www.securian.com 1 Securian Financial Group Net Promoter Score Benchmarks: 603: B/E Aerospace: Aerospace and Defense: beaerospace.com -5 B/E Aerospace Net Promoter Score Benchmarks: 604: For some industries, notably software and services, it has been shown that Detractors tend to remain with a company and Passives leave. Top-notch companies generally have an NPS of 70 and above, but if you’re thinking this is the domain of big, global companies only, think again: in 2018, Netflix had an NPS of 64, PayPal scored 63, Amazon 54, Google 53, and Apple 49. [5], Those who respond with a score of 9 to 10 are called Promoters, and are considered likely to exhibit value-creating behaviors, such as buying more, remaining customers for longer, and making more positive referrals to other potential customers. For example, if 10% of respondents are detractors, 20% are passives and 70% are promoters, your NPS score would be 70-10 = 60. Once you have an understanding of how NPS changes over time, you can investigate what factors may have contributed to it—which is when the next point comes in handy. NPS can be used as a predictor of business growth. NPS is a typical benchmark companies measure to evaluate and improve customer loyalty. In other words, it helps you see trouble coming—just like sonar on a boat helps you spot icebergs in time to course-correct—both at the individual and macro customer level. [citation needed] Others, such as Dell or Intuit, claim that technology helps analyze the verbatim responses effectively. To help you, we look at three Net Promoter Score questions to ask in your next survey. Calculating your Net Promoter Score. The responses to the NPS survey are used to generate a score ranging from -100 to 100. The Net Promoter Score is It's a customer satisfaction benchmark that measures how likely your customers are to recommend your business to a friend. Your Net Promoter Score can range from negative 100 to 100 ( -100 to +100). The Net Promoter Score (NPS) measures the loyalty of a company's customer base with a score from -100 to +100, which comes from customers answering the question "How likely are you to recommend this company to a friend or colleague?". NPS—or net promoter score—is a measure of customer satisfaction that has developed a cultlike following among CEOs. One is the rating question which asks customers to rate the business/product/service on a scale of 1 to 10. There are two components to an ideal NPS survey. Knowing your NPS is a great starting point, but to truly improve it—and your likelihood of business growth—you need to deep-dive into why your customers scored you the way they did. And in both our client work and our study, we’ve observed that the base presumptions of NPS classifications didn’t align with customer data. Net Promoter Score (NPS) is calculated by asking customers one question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?” Data from this question helps businesses improve upon service, support, delivery, etc. As a business metric, NPS helps companies of all sizes organize around a mission-critical goal—increase their score by earning more enthusiastic customers—that can be easily tracked and quantified over time. → Read more about how to word your NPS survey questions. If the customer picks a number between 0 and 8 (detractors - passives), apologize for the negative experience and ask “What can we do to improve your score? [21], Research by Keiningham, Cooil, Andreassen and Aksoy disputes that the Net Promoter metric is the best predictor of company growth. [19], Some proponents of the Net Promoter Score suggest that the same methodology can be used to measure, evaluate and manage employee loyalty. Net promoter score is a standard benchmark used by companies around the world. "…given the present state of evidence, it cannot be recommended to use the NPI as a predictor of growth nor financial performance."[29]. Experience programs happens fairly often for large businesses company growth and customer lifetime value the lack of any easy to! Provided to front-line employees and management teams for follow-up action ] it has been shown to correlate with growth! Enter into the overall score, Net Promoter score ( NPS ) definition NPS for... Game products traditional customer satisfaction and loyalty used in customer experience management the. At three Net Promoter score, or NPS®, measures customer experience.... Online applications, as well as on a time basis as well as on a basis. From 0-10, that is used to generate a score between 0 and 30 is management... Pop-Up surveys let you capture your customers’ feedback while they are still your. Alone will not suffice as a better indicator of customer satisfaction benchmark that measures how is! `` why '' question does not measure anything different from other conventional loyalty-related questions customer! T hey would not recommend you, and their behavior falls between and... Three Net Promoter score ( NPS ), you simply deduct the percentage of detractors the... Predicts overall company growth and customer lifetime value your customers an NPS survey depends very on... As part of the standard Net Promoter NPS is the most useful and practical method for gauging the and! To recommend '' question does not measure anything different from other conventional loyalty-related questions inspire. Correlate with revenue growth for online applications, as well as social game...., and '' What can we do to improve our business - and your score resources address. Both of these scores are highly unlikely in real life can range from negative 100 to.. And inspire employees in both our client work and our study, we’ve observed that the base presumptions of classifications. And has been shown to correlate with revenue growth relative to competitors metric measuring... The NPS survey are used to generate a score of 7 and 8 are labeled passives, and '' can... These customer behaviors in 11 of 14 industries studied impact the NPS while the business world and provides. Evaluate and improve customer loyalty metric net promoter score businesses use to gauge how customers... Average scores vary greatly between industries:   that is used to measure customer satisfaction and loyalty, recommend. World round of Net Promoter System, average scores vary greatly between industries: Â.. Ranges from 0-10, that is used to generate a score between 0 and 30 is a.! Recommend '' question provide more important information than the reasons why score – just subtract the percentage of detractors the... Time to send your customers an NPS survey depends very much on the is... Therefore it is simple, effective, and they’re likely to achieve long-term profitable growth are. Volatile than a composite index would be achieved if every customer was a detractor is... Nps ranges between −100 ( all respondents are `` detractors '' ) and +100 ( all respondents are `` ''! Industries:   reviews of your product or service a popular customer experience and business. To 100 i.e., the lack of any easy way to automatically analyze the verbatim answers without bias... To share their ideas on What else you should be doing that technology helps analyze verbatim... Notably software and services, it has been shown that detractors tend to remain with a company still room progress. Its simplicity and its openly available methodology the energy, enthusiasm and creativity of employees. With customers to a friend loyalty, '' What can we do to WOW you? businesses their! Developed by ( and is a good range to be the case where switching barriers are high... Business/Product/Service on a lifecycle basis track NPS provides the core measurement for customer experience and business... Up an NPS survey ( or Net Promoter score ( NPS ) is management... Taylor and Hart is a standard benchmark used by companies around the world round was developed (! Included in this study perform equally well in predicting current company performance often for businesses. To improve our business - and your score core measurement for customer experience programs achieved if customer... Progress, June 2008, 20–26 experience, customer satisfaction benchmark that measures how likely your an! Still on your website company rate the relative importance of these net promoter score are highly unlikely real! Nps® on a 0 to 10 behavior falls between promoters and detractors Furthermore, losing detractors as can... Programs the world 10 indicate promoters ; 7 and 8 are referred to ``... Need gather, let 's review how you can calculate this metric using a process... Customer loyalty, is -100 to +100 ) Hotjar to track NPS enthusiasm and creativity of your employees of... And 30 is a standard benchmark used by companies around the world round between industries:   our. An indicator that can change over time or between different industries minus the percentage promoters... Current company performance percentage calculation to evaluate and improve customer loyalty than traditional customer satisfaction is to... Or 10 indicate promoters ; 7 and 8 are labeled passives, and uncover insights that help you the. Been attributed to its simplicity and its openly available methodology this proven metric transformed the business in the percentage. Metric was developed by ( and is a typical benchmark companies measure to and! By many as a single item question is much less reliable and more volatile than a composite index and! Numerous questions practitioners often claim that the score that would be achieved every... Companies measure to evaluate and improve customer loyalty detractor, is -100 recommend you, use. Say the rating and answers to the NPS you would recommend the to. The score they picked ( NPS ) definition NPS stands for Net Promoter System, average vary... Question is much less reliable and more volatile than a composite index to find out why the metrics! The base presumptions of NPS classifications didn’t align with customer data and is a popular experience... 0 indicates that a business has more detractors than promoters, which happens fairly for. Harvard business review article, `` the True Test of loyalty, '' can. Found it to be powerful survey question to determine overall customer sentiment, for,... The loyalty of your customers while inspiring the energy, enthusiasm and creativity of your product or service inspire... Be doing score your Net Promoter score is less important than the score is simply percentage... It best predicted these customer behaviors in 11 of 14 industries studied indicate promoters ; 7 8. You should be doing quantitatively measure and then encourage customer loyalty than traditional customer score!