Net Promoter Score (NPS) is a key metric in market research, indicating the likelihood of customer retention. It's derived from a single-question survey, resulting in a score ranging from -100 to +100. A higher score reflects better customer sentiment.
The NPS survey asks respondents to rate, on a scale of zero to 10, how likely they are to recommend the company. Promoters are highly satisfied customers who rate 9 or 10, passives are moderately satisfied with ratings of 7 or 8, and detractors are dissatisfied customers giving ratings between 0 and 6.
To calculate the NPS score, subtract the percentage of detractors from the percentage of promoters. For example, if 60% of respondents are promoters, 25% are passives, and 15% are detractors, the NPS score would be 45 (60 - 15).
The objective is to enhance this score by decreasing the number of detractors and increasing the number of promoters, reflecting improvements in overall customer satisfaction and loyalty.