The Net Promoter Score (NPS) is a customer satisfaction metric that measures the loyalty of a brand's customers. It is based on a single question: "On a scale of 0 to 10, how likely are you to recommend this brand to a friend or colleague?"
The answers are divided into three categories:
- Promotors (9-10 points) - loyal customerswho will probably continue to do business with the brand and recommend it to others.
- Passive (7-8 points) - satisfied customerswho might switch to a competitor if they get a better offer.
- Detractors (0-6 points) - dissatisfied customerswho are likely to spread negative word of mouth about the brand.
The NPS value is calculated by subtracting the percentage of detractors from the percentage of promoters. A positive NPS score indicates that a brand has more promoters than detractors and is considered a good indicator of customer loyalty and satisfaction. The NPS score can range from -100 to 100, with higher scores indicating a positive customer experience.