Video About: What Is Net Promoter Score (NPS) and Why Businesses Use It?
NPS stands for Net Promoter Score which is a survey conducted by companies to estimate the loyalty of their customers.
The customers are asked one simple question:
"How likely is it that you would recommend our company/product/service to a friend or colleague?"
Customers can rate the answer on a scale from 1 to 10:
1 to 6 (Detractors - These people are not at all happy with the services and are likely to spread
bad word about the organization)
7 to 8 (Passive - These people are happy but unenthusiastic customers who are vulnerable to
competitive offerings)
9 to 10 ( Promoters - These people are happy and enthusiastic about the services. They will
continue to buy as well as refer it to others)
Here's what the general NPS trend is:
Net Promoter Score | Grade |
NPS<10 | Average |
10 - 50 | Good |
50 - 70 | Very Good |
NPS>80 | Excellent |
NPS is industry specific, which is why the above mentioned grades may differ for different businesses. NPS for a particular industry would depend upon its competitive bench marks. For example, following is the study of 2014, where these companies came out at top on the basis of their NPS:
Industry | Company | NPS |
Retail Stores | Costco | 82 |
Financial Services | USAA | 81 |
Technology | Apple | 72 |
Online Services | Amazon | 64 |
Travel | Southwest | 62 |
As you can see from the above report, a company with NPS 62 and one with 82 share first position in their specific industry. So, it is important to note whenever you are using NPS, make sure you base your final score with respect to your industry specific NPS.