What is a Net Promoter® Survey (NPS)? Why should you use one?

Want to run your own Net Promoter® Survey? Check out our NPS survey template!

More and more, the concept of the Net Promoter Survey (NPS) is drawing attention in companies/organizations that want to ensure that they have a good pulse on what their customers & clients truly think about them. The concept of the Net Promoter Survey was created by Fred Reichheld, Bain & Company and Satmetrix – it is actually a registered trademark. The NPS® was introduced by Fred in 2003 in his Harvard Business Review Article called “The One Number You Need to Grow”.

In practice, though, the NPS is pretty simple. Essentially, it is a survey question where the respondent will choose a ranking of between 0 and 10 for the following question: “How likely is it that you would recommend our company/service to a friend or colleague?

Generally speaking, after asking that first question, the survey is followed up with some text response questions. You can ask about what you can do to improve if you don’t get a 9 or 10 ranking. You can also ask what customers like about you the most if you do get a 9 or 10 ranking.

The people that do give you a 9 or 10 are called “Promoters” while the ones who give you a 7 or 8 are “Passives” and the ones who give you a lower score than that are called “detractors”. No need to point out the obvious… but your job would be to have as little detractors and as many promoters as possible. The Net Promoter Score ® is then obtained by subtracting the percentage of detractors from the percentage of promoters. Anything above a 70% is generally good. Some companies such as Zappos have scores as high as 90%.

The NPS’s main advantage is that it offers an easy to monitor score that is also easily understandable. Creating a Net Promoter Survey using FluidSurveys is pretty simple and we’ll talk about this more in a future blog post.

Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

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Aydin Mirzaee

Aydin is currently the Co-CEO of Fluidware where he spends his time focused on product strategy, marketing and growth for the company's FluidSurveys (http://fluidsurveys.com) and FluidReview (http://fluidreview.com) products. Aydin co-founded Fluidware in 2008 and since then it has grown to become a market leader with customers in over 80 countries.
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