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    Net Promoter Score (NPS)

    Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to recommend a product or service on a 0-10 scale.

    Net Promoter Score is a customer loyalty metric introduced by Fred Reichheld in 2003. Respondents answer a single question on a 0-10 scale: 'How likely are you to recommend [Company] to a friend or colleague?' Promoters (9-10) are deducted by Detractors (0-6) to produce a score from -100 to +100. Passives (7-8) are excluded from the calculation. NPS is the most widely tracked loyalty metric in B2B and B2C.

    Formula

    NPS = % Promoters − % Detractors

    Example

    If 60% of 100 respondents score 9-10, 20% score 0-6, then NPS = 60 - 20 = 40.

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    Related terms

    Customer Satisfaction (CSAT)

    Customer Satisfaction (CSAT) measures how satisfied customers are with a product, service, or interaction on a 1-5 or 1-10 scale.

    Customer Effort Score (CES)

    Customer Effort Score (CES) measures how much effort a customer expended to complete a specific interaction, typically on a 7-point agree/disagree scale.

    Promoters (NPS)

    In NPS, promoters are respondents who score 9 or 10 on the 'likely to recommend' question — your strongest advocates.

    Detractors (NPS)

    In NPS, detractors are respondents who score 0-6 on the 'likely to recommend' question — unhappy customers at high churn risk.

    Passives (NPS)

    In NPS, passives are respondents who score 7 or 8 — satisfied but unenthusiastic customers vulnerable to competitive offerings.

    Survey Response Rate

    Response rate is the percentage of invited respondents who completed (or at least started) a survey.