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.
Not every customer is going to go out of their way to tell you what they think. Sending them a quick NPS survey gets your foot in the door, and shows you care about their experience.
Once you’ve got your NPS, you can set an initial benchmark, then repeat the survey regularly to see whether your score is moving in the right direction.
Because NPS is one metric, you can easily compare your score against your peers. A “low” score might be good if it’s in the 90th percentile compared with others in your industry.
Our research shows short surveys lead to more and more thoughtful responses. Plus, it gives you the insight to send personalized follow-up to customers based on their satisfaction level.
NPS creates visibility around company performance and helps everyone, from C-level execs to sales reps, stay on the same page, justify spend, and understand the true impact of their efforts.
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.