Skip to main content

Net Promoter Score (NPS) – Measure and Improve Customer Relationships

By 29. April 2024No Comments
net promoter score

In the current competitive business environment, retaining customers is more crucial than ever. The Net Promoter Score (NPS) is one of the most popular metrics for measuring customer loyalty. Based on their overall impression of your business and level of satisfaction, NPS is a crucial indicator of how likely it is that your customers will recommend your goods or services to a friend or colleague.

NPS divides consumers into three main categories: promoters, passives, and critics (detractors). Businesses can measure customer loyalty and pinpoint areas for improvement by knowing the proportion of customers in each group. An organization with a negative NPS has more critics than supporters, indicating that steps must be taken to improve customer satisfaction. Figuring out your Net Promoter Score can help you benchmark your performance.

It’s simple to calculate NPS: subtract the percentage of detractors from the percentage of promoters. Customers that give a score of 0 to 6 on a 0–10 satisfaction survey are considered detractors because they are likely to voice their dissatisfaction and negative opinions to others. Passives are those who answer the NPS question with a score of 7 or 8. Promoters are those who give a score of 9 or 10. The score can range from -100 to 100.

Increasing customer satisfaction and NPS takes time to implement. Adopting modern technology like NPS software, working together across the entire organization, and putting in consistent effort are all necessary. We will look at several tested strategies in this article to increase your NPS and build a more devoted and contented clientele. We will dive into the strategies that can help your business drive customer satisfaction and achieve long-term success, from identifying appropriate feedback to responding effectively and creating a feedback culture.

Getting started with NPS is a great way to measure customer experience. Many companies use NPS as part of a Net Promoter System, a concept introduced by Fred Reichheld and Bain & Company. NPS helps companies identify unhappy customers and areas for improvement. By running NPS surveys and collecting NPS data over time, you can track how your company’s NPS is trending and compare it to industry NPS benchmarks.

What is NPS and how can you improve it?

The Net Promoter Score is a key metric that measures customer loyalty by asking customers how likely they are to recommend a company’s products or services to others on a scale from 0 to 10. This powerful question helps businesses measure overall customer satisfaction and predict future growth.

The calculation of NPS starts by subtracting the percentage of detractors (those who gave a score of 0-6) from the percentage of promoters (those who gave a score of 9-10). The NPS is always calculated as a whole number and can range from -100 to +100.

A good NPS score varies by industry, but a score above 0 indicates you have more promoters than detractors. An average NPS score is around 5-10, while a high NPS of 50 or above is considered excellent. Many companies use the Net Promoter Score system to track NPS over time, benchmark against competitors, and identify areas for improvement.

Running regular NPS surveys allows you to collect valuable feedback from customers. In addition to the standard “How likely are you to recommend us” question, consider asking a follow-up question about the reason for their score. This provides deeper insights into what drives customer loyalty.

Measuring customer NPS over time helps you understand the impact of your efforts. NPS software can automate the process of running surveys and calculating your score across different customer segments. Remember, NPS is just a starting point – the real power lies in acting on the feedback to enhance the customer experience.

While a high NPS is a great indicator of customer loyalty, don’t get discouraged by a low or negative score. Use it as motivation to dig deeper, address pain points, and make improvements. With a focus on delivering exceptional experiences, you can harness the power of NPS to drive growth and build lasting customer relationships.

What Methods can be Used to Improve NPS and Improve your Customers satisfaction?

Improving your Net Promoter Score and customer satisfaction requires a multi-faceted approach. Here are some key methods to consider:

  1. Identify relevant customer feedback: Not all feedback is equally valuable. Focus on the insights that will have the greatest impact on your NPS and overall customer experience. Use a centralized platform to collect and filter feedback, ensuring you’re acting on the most important issues. By strategically addressing customer concerns, you can effectively improve your NPS over time.
  2. Respond efficiently to customer feedback: Quick and effective responses to customer complaints and suggestions can significantly boost your NPS. Monitor all channels and use a central platform to streamline communication. Define clear roles and responsibilities within your customer support team, and prioritize issues based on urgency and potential impact. Don’t forget to nurture your promoters – consider loyalty programs or special offers to keep them engaged.
  3. Encourage customer feedback: To calculate your NPS accurately, you need a representative sample of customer opinions. Offer multiple channels for feedback, such as surveys, forums, and community platforms. Make it easy and engaging for customers to share their thoughts. Remember, the more feedback you gather, the clearer picture you’ll have of your customer experience.
  4. Engage your passives: Passives (those who give a score of 7-8 on a scale of 0 to 10) are often overlooked but can be a gold mine for improving your NPS. Reach out to them directly with targeted offers or personalized follow-ups. With the right approach, you can convert many passives into promoters, giving your NPS a significant boost.
  5. Offer self-help resources: Many customers prefer to find answers on their own before reaching out to support. Provide a range of self-help options, such as FAQs, tutorials, and online communities. By empowering customers to solve their own problems, you can improve satisfaction and reduce support volume, freeing up your team to focus on more complex issues.
  6. Continuously measure and benchmark your NPS: Regularly run NPS surveys to track your progress over time. Use an NPS calculator to ensure accuracy, and compare your score against industry benchmarks to see how you stack up.  While the average NPS varies by industry, a score of 20 or above is generally considered good.

Remember, improving your NPS is an ongoing process. It requires consistent effort, collaboration across your organization, and a commitment to acting on customer feedback. By focusing on the key drivers of customer satisfaction and loyalty, you can harness the power of NPS and combine it with other metrics like the Customer Satisfaction Score (CSat) to build stronger, more profitable customer relationships.

The Future of NPS and Customer Loyalty

The future of NPS and customer loyalty is expected to see substantial changes as new technologies emerge and customer expectations continue to shift. The following are some significant developments and trends that could impact the environment in the upcoming years:

Emerging Trends and Technologies

Emerging technologies like Artificial intelligence (AI) and machine learning (ML) are transforming how businesses analyze and act on customer feedback from NPS surveys and other sources. By leveraging these tools, companies can gain deeper insights into customer sentiment and behavior, allowing them to proactively address issues and improve the overall customer experience.

In today’s competitive landscape, customers expect personalized experiences, and NPS feedback provides valuable information for delivering targeted recommendations, offers, and support.

With customers interacting with brands across multiple channels, companies must collect and analyze NPS feedback from all touchpoints using an integrated, omnichannel approach. By gathering NPS data from every interaction, businesses can gain a more comprehensive view of the customer experience and identify areas for improvement. Every piece of information, whether a score on a scale of 0-10 or detailed survey feedback, is valuable in calculating the Net Promoter Score and driving growth.

To harness the power of NPS, companies must go beyond merely running surveys and collecting data. They must actively use NPS feedback to drive meaningful business changes, which requires a cultural shift that prioritizes customer experience. By setting clear NPS benchmarks and goals, companies can unite their teams around a common purpose and track progress over time. A company’s overall NPS is a great starting point for understanding customer loyalty, and tracking NPS over time can help identify trends and areas for improvement. Ultimately, businesses with a higher NPS and more satisfied customers will have a significant competitive advantage.

By continuously gathering feedback, analyzing data, and taking action to improve, companies can create a virtuous cycle of loyalty and growth, starting with a strong foundation of NPS measurement and a commitment to continuous improvement.

Predictions for NPS and Customer Feedback

Real-time Feedback: NPS surveys are set to become more real-time and contextual, with companies gathering feedback at key moments throughout the customer journey. By triggering surveys based on specific actions and asking customers to rate their experience on a scale of 0 to 10, businesses can quickly calculate the Net Promoter Score and identify areas for improvement in real-time. These real-time NPS survey questions can also include follow-up’s asking customers the reason for their score, providing valuable insights into what drives customer loyalty and satisfaction.

Predictive Analytics: As AI and ML technologies advance, companies will leverage predictive analytics to anticipate customer behavior and prevent churn. By analyzing NPS data alongside other customer data points, businesses can identify at-risk customers and take proactive measures to retain them. This sophisticated approach to data analysis will enable companies to improve customer retention, increase lifetime value, and drive long-term growth.

Predictive analytics can also help companies determine which actions are most likely to improve a customer’s NPS score, allowing them to prioritize initiatives that will have the greatest impact on customer loyalty. By leveraging the power of predictive analytics, businesses can stay one step ahead of customer needs and preferences, ensuring a more positive customer experience overall.

Integration with Other Metrics: NPS is likely to be increasingly integrated with other customer experience metrics, such as the Customer Effort Score (CES) and the Customer Satisfaction Score (CSAT), to provide a more comprehensive view of customer sentiment. By combining these metrics, companies can identify areas for improvement and take targeted actions to enhance the overall customer experience. For example, if a company has a high NPS but a low CES, it may indicate that while customers are loyal, they find certain aspects of the experience frustrating or difficult.

By addressing these pain points, the company can improve both the NPS and the overall customer experience. Additionally, by tracking NPS alongside other metrics, companies can gain a more nuanced understanding of how different aspects of the customer experience contribute to overall loyalty and satisfaction. This coordinated approach to customer feedback management will be crucial in leveraging the power of the Net Promoter Score to drive business success.

Recommendations for Staying Ahead

In the rapidly changing landscape of customer loyalty and NPS, businesses can position themselves for success by paying attention to these new trends and predictions and adhering to these recommendations. As usual, the secret is to keep the customer first and use NPS as a tool to drive significant enhancements to the customer experience. By regularly running NPS surveys, calculating the Net Promoter Score, and using that information to guide business decisions, companies can build stronger, more profitable customer relationships over time.

  • Invest in Technology: Companies must invest in advanced analytics tools and AI/ML technologies to fully leverage NPS data for business success. These tools can automate the process of running NPS surveys, calculating the Net Promoter Score, and analyzing the results. By investing in the appropriate technology stack, businesses can streamline the NPS process, freeing up resources to focus on acting on the insights gained. Advanced analytics tools can also help identify key drivers of customer loyalty and predict future behavior, enabling data-driven decisions that support long-term growth.
  • Foster a Customer-Centric Culture: To prioritize customer loyalty and drive NPS improvements, companies must embed a customer-centric mindset throughout the organization. This cultural shift requires leadership buy-in, employee training, and a willingness to make customer needs a top priority. By empowering employees to act on customer feedback and promoting open communication and collaboration across departments, companies can create a culture that values and rewards customer-focused behavior. Regularly sharing NPS results and customer feedback with all employees ensures that everyone understands the importance of delivering a great customer experience.
  • Continuously Iterate and Improve: Building customer loyalty is an ongoing process that requires continuous measurement, analysis, and improvement. By continuously monitoring NPS and other customer experience metrics, businesses can identify areas for improvement and track the impact of their efforts over time. Fostering a culture of continuous improvement and empowering employees to take ownership of the customer experience creates a virtuous cycle of loyalty and growth that drives long-term success.


In conclusion, the Net Promoter Score (NPS) is a powerful tool for measuring and improving customer loyalty. By calculating your NPS and gathering feedback through NPS surveys, you can gain valuable insights into your customers’ experiences and identify areas for improvement.

Remember, a good Net Promoter Score is one that is higher than your industry benchmarks and shows a positive trend over time. A score above 0 indicates that you have more promoters than detractors, while an NPS of 20 or above is generally considered good. However, the most important thing is to use your NPS results to drive meaningful changes in your business.

To improve your NPS, focus on identifying and addressing the root causes behind customer feedback. Respond quickly and efficiently to customer concerns, and proactively reach out to passives and detractors to turn them into promoters. Continuously measure your NPS over time to track your progress and identify new opportunities for improvement.

By leveraging the power of NPS and implementing proven strategies to enhance customer satisfaction, you can build stronger, more profitable customer relationships. Remember, NPS is just a starting point – the real value lies in using the insights it provides to create exceptional customer experiences that drive loyalty and growth.

With dedication, collaboration, and a customer-centric mindset, you can harness the full potential of NPS to take your business to new heights. So start measuring, start improving, and start building the lasting customer relationships that will drive your success for years to come.

Leave a Reply