What is NPS and why measure it

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As Qualtrics research shows , customers are increasingly silent about negative experiences with brands, making it more important than ever to ask for feedback.

NPS (Net Promoter Score) is a net customer loyalty index that measures customers' willingness to recommend a company, product or service to their friends and colleagues.

The metric was introduced in 2003 by Fred Reichheld and has since been widely used by many companies to measure customer satisfaction and brand loyalty.

The NPS methodology is based on one question: “How lithuania consumer email list likely are you to recommend our company/product to a friend or colleague?” Customers answer it on a scale from 0 to 10.

Depending on the answer, they are divided into three categories:

promoters (score 9-10), i.e. loyal customers who are likely to recommend your brand to others;
neutral (score 7-8). These are customers who are satisfied but not ready to actively recommend you;
Critics (score 0-6) Those who are dissatisfied and may speak negatively about you.
To calculate NPS, subtract the percentage of detractors from the percentage of promoters. The resulting value can range from -100 to +100.