net promoter score
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Net Promoter Score

Last Updated on August 1, 2023 by IS Back Office

Net Promoter Score (NPS) is a metric used to assess customer loyalty and satisfaction with a product, service, or company. Net Promoter Score was introduced by Fred Reichheld in a 2003 Harvard Business Review article titled “The One Number You Need to Grow.

The Net Promoter Score is based on a single question typically presented to customers:

“On a scale of 0 to 10, how likely are you to recommend our product/service/company to a friend or colleague?”

Based on their responses, customers are grouped into three categories:

  1. Promoters (score 9-10): These customers are highly satisfied and loyal. They are more likely to recommend the product or service to others, which can lead to positive word-of-mouth and potential new customers.
  2. Passives (score 7-8): These customers are moderately satisfied but not particularly enthusiastic. They might be vulnerable to switching to competitors if a better offer arises and are less likely to actively promote the product or service.
  3. Detractors (score 0-6): These customers are dissatisfied and potentially unhappy with their experience. Detractors are more likely to spread negative word-of-mouth and could be at risk of churning to a competitor.

To calculate the Net Promoter Score, you subtract the percentage of detractors from the percentage of promoters. The score can range from -100 (if all respondents are detractors) to +100 (if all respondents are promoters).

Net Promoter Score is a popular metric used by businesses to gauge customer satisfaction, identify areas for improvement, and track changes in customer loyalty over time. It provides a simple and straightforward way to understand customer sentiment and has been widely adopted across various industries. However, it is important to supplement Net Promoter Score with other metrics and qualitative data to gain a comprehensive view of customer satisfaction and make informed business decisions.

Customer Loyalty and Growth

Customer loyalty and growth are closely interconnected and play significant roles in the success of a business and your Net Promoter Score. Here’s how they relate to each other:

  1. Customer Loyalty Drives Growth: Loyal customers are more likely to make repeat purchases and recommend your products or services to others. They become advocates for your brand, leading to positive word-of-mouth marketing, which can attract new customers. In turn, this organic growth from customer referrals can lead to increased sales and business expansion.
  2. Reduced Customer Churn: Loyal customers are less likely to switch to competitors, reducing customer churn. Customer retention is cost-effective as it saves resources that would otherwise be spent on acquiring new customers. High customer churn can hinder growth as businesses constantly need to replace lost customers.
  3. Cross-Selling and Upselling Opportunities: Loyal customers tend to trust your brand more, making them more receptive to cross-selling and upselling efforts. By offering additional products or services that complement their existing purchases, you can increase the average transaction value and overall revenue.
  4. Positive Customer Feedback and Refinement: Loyal customers are more likely to provide constructive feedback and suggestions for improvement. Utilizing this feedback can help refine your offerings, leading to higher customer satisfaction and better products or services. This continuous improvement contributes to long-term growth.
  5. Competitive Advantage: A strong base of loyal customers can give your business a competitive advantage. A loyal customer base can act as a buffer against market fluctuations and competitive pressures, helping your business maintain stability and steady growth.
  6. Enhanced Customer Lifetime Value (CLV): Loyal customers have a higher CLV because they continue to engage with your business over an extended period. As they generate more revenue over time, the overall CLV of your customer base increases, contributing to sustainable growth.

To foster customer loyalty and drive growth, businesses should focus on providing exceptional customer experiences, personalized services, consistent quality, and actively engaging with customers to understand their needs and preferences. Building strong relationships with customers creates a loyal customer base that helps your Net Promoter Score and fuels business growth in the long run.

The Wrong Things to Measure

When it comes to measuring business performance, some metrics can be misleading or provide an incomplete picture of the overall health and success of the organization. These metrics may not accurately reflect the value delivered to customers or the long-term sustainability of the business. Here are some examples of the wrong things to measure:

  1. Vanity Metrics: Vanity metrics are data points that might look impressive on the surface but do not provide meaningful insights into the business’s performance. For example, measuring the total number of website visits without considering the conversion rate or customer engagement metrics may not give a clear indication of the website’s effectiveness in generating revenue or retaining customers.
  2. Revenue without Profitability: While revenue is a crucial metric for any business, it is equally important to consider profitability. A company may be generating significant revenue but still not making a profit due to high costs or inefficiencies. Profitability metrics, such as gross profit margin and net profit margin, provide a more accurate assessment of financial health.
  3. Customer Acquisition Metrics Alone: Focusing solely on customer acquisition metrics, such as the number of new customers acquired, can be misleading. It’s essential to consider customer retention and lifetime value alongside acquisition numbers to understand the overall impact on the business’s bottom line.
  4. Social Media Follower Count: While having a substantial social media following can be beneficial, it’s not the most critical indicator of success. High follower counts don’t always translate into engaged and loyal customers. Metrics such as engagement rate, click-through rate, and conversion rate are more relevant in understanding the effectiveness of social media efforts.
  5. Employee Hours Worked: Measuring employee hours worked might give the impression of productivity, but it doesn’t necessarily reflect the actual output or quality of work. Focusing on outcomes, project completion, and employee satisfaction is more meaningful.
  6. Cost Cutting without Considering Quality: While cost reduction is often essential for improving efficiency, solely focusing on cutting costs without considering the impact on the quality of products or services can lead to decreased customer satisfaction and retention.
  7. Short-Term Metrics at the Expense of Long-Term Sustainability: Relying solely on short-term metrics can encourage decisions that sacrifice long-term sustainability and growth for immediate gains. It’s crucial to strike a balance between short-term results and long-term strategies.

To make informed decisions and understand the true performance of a business, it’s essential to use a combination of relevant metrics that align with the company’s goals and values. Businesses should prioritize metrics that provide insights into customer satisfaction, employee engagement, profitability, and overall value creation.

Customer Retention Rate

Net Promoter Score Customer Retention Rate
By focusing on improving customer retention, businesses can build stronger relationships with their customers.

A useful metric for gauging customer loyalty is the Customer Retention Rate. The Customer Retention Rate measures the percentage of customers that a business retains over a specific period, typically on a monthly or annual basis.

Monitoring the Customer Retention Rate over time allows businesses to assess the effectiveness of their customer retention strategies and customer satisfaction efforts.

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To calculate the Customer Retention Rate, you can use the following formula:

Customer Retention Rate = ((CE – CN) / CS)) x 100


  • CE is the number of customers at the end of the period.
  • CN is the number of new customers acquired during the period.
  • CS is the number of customers at the start of the period.

The resulting percentage indicates the proportion of customers who stayed with the business during that period, and higher retention rates are generally indicative of greater customer loyalty.

A high Customer Retention Rate is desirable because it means the business is successful in retaining its existing customer base and keeping them satisfied. It also suggests that customers find value in the products or services, have positive experiences, and are likely to continue doing business with the company.

Monitoring the Customer Retention Rate over time allows businesses to assess the effectiveness of their customer retention strategies and customer satisfaction efforts. It provides valuable insights into customer loyalty trends and helps identify areas for improvement in customer experience and service delivery. By focusing on improving customer retention, businesses can build stronger relationships with their customers and foster long-term growth and success.

The Growth Connection

The Growth Connection refers to the interdependent relationship between customer loyalty and business growth. It highlights how customer loyalty directly impacts a company’s growth and success. When customers are loyal, they not only continue to purchase from the company but also become advocates for the brand, leading to increased customer retention and organic growth through referrals.

Here’s how the Growth Connection works:

  1. Customer Loyalty Drives Customer Retention: Loyal customers are more likely to stay with a company over the long term. They are satisfied with the products or services and have a positive relationship with the brand. High customer retention rates reduce the need for constant customer acquisition efforts, which can be costly and time-consuming.
  2. Reduced Customer Churn: Loyal customers are less likely to switch to competitors, leading to lower customer churn. This stability in the customer base allows the company to focus on growth strategies instead of continually replacing lost customers.
  3. Word-of-Mouth Marketing: Loyal customers who have had positive experiences with a company are more inclined to recommend the brand to their friends, family, and colleagues. Positive word-of-mouth marketing is a powerful driver of new customer acquisition, as potential customers trust recommendations from people they know.
  4. Increased Customer Lifetime Value (CLV): Loyal customers tend to spend more with a company over their lifetime compared to one-time or infrequent buyers. As a result, the overall Customer Lifetime Value (CLV) of a loyal customer base is higher, contributing to increased revenue and business growth.
  5. Brand Reputation and Trust: Loyal customers develop a strong sense of trust and emotional connection with a brand they admire. A positive brand reputation, built through customer loyalty, attracts new customers and enhances the company’s market position.
  6. Cross-Selling and Upselling Opportunities: Loyal customers are more receptive to cross-selling and upselling efforts since they already trust the brand and have had positive experiences. This presents opportunities for increased revenue without acquiring new customers.
  7. Cost-Effectiveness: Customer loyalty programs and retention efforts are often more cost-effective than continuous customer acquisition campaigns. Focusing on customer loyalty allows businesses to allocate resources efficiently and optimize their marketing efforts.

Overall, the Growth Connection emphasizes the significance of fostering customer loyalty as a foundational strategy for sustainable business growth. By delivering exceptional customer experiences, maintaining high levels of customer satisfaction, and building strong relationships with customers, companies can create a loyal customer base that fuels long-term success and expansion.

As always, contact us if you need help.

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