What Is A Net Promoter Score?

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Net Promoter Score is a score that you ask your customers that ranges on a scale of 0 to 10. Collecting Net Promoter Scores gives you a great detail of insight into how happy your customers are overall. It also gives you the opportunity to elevate those that love your product and fix poor relationships with those that do not.

“On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?”


Detractors are customers that give you a score of 0 to 6. These customers are not overly impressed with your product or your company and are not likely to purchase again. These customers are likely to destroy your brand or reputation and possibly talk someone out of using your product through negative word-of-mouth.

We strongly recommend that when you are creating your NPS survey that you have a conditional field that appears with any scores equal to 0 to 6 asking for more details around their unhappiness. This will allow you to try to resolve the issue or refund your customers money as an in-kind gesture, possibly representing a better reputation with this customer.


Passives are customers that give you a score of a 7 or 8. They are not unhappy with your product, but they are not as invested as promoters are. They are likely to jump to a competitor if they offer something better or even a different type of feature that this customer may want. They probably won’t spread any negative word-of-mouth, but they are not likely to promote or tell others about your product or company.

We strongly recommend engaging with these customers. They are the customers that you may see canceling their subscription or renewal in the coming months and if they see that you value their business and you are investing time in them, you are much more likely to retain these customers and even convert them into promoters.


Promoters are customers that give you a score of a 9 or 10. They love your products and your company and are very likely to be a repeat customer of the current product they purchased as well as likely any other products your company invests in. They enthusiastically talk about your brand, products & company to anyone that brings up the topic.

We know that you can drastically increase your brand awareness and revenue by building an engagement strategy with your promoters. They already talk about your brand—provide them the resources, tools & rewards to increase their positive word-of-mouth. If you feel like you are not prepared for this task, schedule a consult with us where we can talk through your business and how we can help.

Net Promoter Score

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