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Net Promoter Score has become synonymous with measuring customer satisfaction. Developed by Bain & Company business strategist Fred Reichheld, NPS measures customer satisfaction by asking survey respondents to use a scale of 0 to 10 to answer a single question such as, “How likely is it that you would recommend our brand to a friend or colleague?”
NPS surveys ask respondents to use a scale of 0 to 10 to answer a single question such as, “How likely is it that you would recommend our brand to a friend or colleague?” The wording of the question can be varied to elicit respondents’ reaction to a product or service or a more granular item such as a product feature. Respondents who reply with a 9 or 10 are classified as “promoters” and are considered loyal customers who will keep buying and refer others. Respondents who reply with a 0 to 6 are classified as “detractors” who are unhappy customers unlikely to buy and likely to spread negative word-of-mouth. Respondents who reply with a 7 to 8 are classified as “passives” and are factored out for purposes of analysis. Taking the percentage of promoters and subtracting the percentage of detractors yields NPS. The resulting scale ranges from -100 to 100.