Once customers give you a rating from 0 (very unlikely to recommend) to 10 (very likely to recommend) they can be segmented into 3 groups: Promoters, Passives, and Detractors.
Your NPS is calculated by subtracting your percentage of Detractors from your percentage of Promoters. The best possible NPS is +100, and the worst is -100. Your Passives are excluded from the calculation since their loyalty is relatively neutral.
Although a “good” NPS varies by company size, industry, and location, the higher your score, the healthier your company is. When you power your NPS program with SurveyMonkey CX, you get our industry-leading NPS Benchmarks built in, so you can instantly know how your score compares to similar companies.
There’s more to your NPS than just scoring overall customer satisfaction. Once you’ve identified your Promoters, Passives, and Detractors through your NPS survey, close the loop with personalized follow-up communications to each group.
Detractors are actively unhappy customers who may avoid you in the future and encourage others to do the same. Reach out to them proactively, acknowledge their frustration, and ask how you can improve their experience.
Your Passives may seem relatively happy, but they could leave your company for a competitor. Make them fall in love with you with special attention and special offers.
Research suggests Promoters may account for up to 80%–90% of all referrals! Make sure they know you appreciate their loyalty, and ask if they would be willing to act as a reference or give a testimonial.
Customers can quickly flip from Detractor to Promoter with the right kind of targeted attention, so look at each rating as a way to gain important insights.
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.