Understanding Your Net Promoter Score

You can compile and track this score regularly both for your entire company and also for individual customer segments, geographic areas, or functional units.

Would a Customer Recommend You? How the Scoring Works

Net promoter score is a measure of how satisfied your customers are and how likely they are to recommend you. Scored on a scale of 0 to 10, your score shows you promoters, passives, and detractors.

Typically, net promoter scores are based on an answer to a single simple question: How likely is it that you would recommend us to a friend?


0-6: Not at all likely
7-8: Somewhat likely
9-10: Extremely likely

Net promoter scoring and customer types:

  • Promoters: (9 or 10): These are your most loyal, most enthusiastic fans, the customers who happily talk about you to friends, family, and co-workers, and who stick around and increase their purchases over time. They are your biggest customers and are pleasant to work with.
  • Passives: (7 or 8): These customers may appear to be satisfied, but they could jump ship at any time. Their repurchase and referral rates are much lower than promoters, and they are overall unenthusiastic. If a flashy competitor comes along, they could easily head that way. That said, it takes relatively little effort to convert this group into promoters.
  • Detractors (0 to 6): Detractors are unhappy, unsatisfied customers. This is primarily where negative word of mouth comes from, and these are the customers who churn and defect from your brand. Even if some are profitable, they are hurting your reputation.

What Is Your Net Promoter Score and How Can You Raise It?

Using answers to the question above, your net promoters score is your percentage of detractors subtracted from your percentage of promoters. You can compile and track this score regularly both for your entire company and also for individual customer segments, geographic areas, or functional units.

Now — the all-important question: How can you raise your net promoter score? This is key, since having “happy customers” is likely to be a top reason for your business growth. The good news is that it indeed is possible to raise your net promoter score, but it is important to realize that this will likely take some time and considerable effort. Top strategies to raise your score include:

  • Reach out to customers using tools like direct interviews and follow-up emails to collect more feedback.
  • Take action when a detractor is encountered, and take their complaints seriously while working to fix the problem.
  • Make sure that every leader in your organization understands the importance of seeing your score rise.
  • Regularly meet to discuss your score to reaffirm all team members’ commitment to raising it.
  • Use feedback from your score to train staff on areas where improvement can be realized.
  • Conduct an analysis to understand why your score is what it is and which departments or products seem to be contributing to the low score.
  • Enact broad and targeted structural changes to address low scores, then see which efforts work to raise your score.

Generating a net promoter score is easy when you use Overdue. It’s not a perfect measurement, but it does give you a tool to gain insight into customer satisfaction and point the way toward company growth.

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