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What is Net Promoter Score and how to use it?

Net Promoter Score (NPS) is a benchmark used to measure customer loyalty and satisfaction. It asks customers not to score the business but to rate their likelihood to recommend the business to a friend. It is calculated based on responses to a single question: ‘How likely would you be to recommend us to a friend?’

You can include a simple NPS survey in any TalkBox email by dragging the ‘Feedback’ block onto your email.

Respondents rate between a scale 1-10 and are grouped as promoters, passives or detractors.

  • Promoters (9 or 10) 
  • Passives (7 or 8) 
  • Detractors (0 to 6)

The NPS score is the difference between the percentage of promoters and the percentage of detractors. The NPS is not a percentage but as a number between -100 and +100.

For instance, if you have 25% promoters, 55% passives and 20% detractors, the NPS will be +5. A positive NPS or any score greater than 0 is considered ‘good’ above 50 is considered ‘excellent’.

When to use NPS

It’s a good idea to include an NPS survey after a customer has significant interaction with your business. These include:

  • After new customers sign-up, to assess their first impressions
  • After a purchase or a visit. 
  • After a milestone visit. 
  • At regular intervals such as every 6 months. 
  • After the release of a new menu, new product or change of management. 

How to use NPS for your business success

NPS provides valuable insights into your business.  Customers have the option to add a comment after submitting their score, giving you further information about their experience. TalkBox can automatically send a follow-up communication to a customer after an NPS survey is received. This can be a different communication for the different categories, for example:

Promoters – Direct them to leave a review of your business. 

Passives – Ask what could be improved, perhaps include a voucher to invite them back and get a second chance.

Detractors –  SMS or email and include a voucher or discount code to be used if they return for another visit.  You may also want to follow up directly with a phone call.

Learn how to set-up these communications here. 

Updated on September 2, 2020

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