Net Promoter Score: what brands need to know

Simon Lane, 2CV

There are concerns and assumptions that need to be considered when using Net Promoter Score. There are several conceptual assumptions, notably whether those scoring 0 to 6 can legitimately be termed ‘detractors’.

Net Promoter Score: what brands need to know

Simon Lane

As organisations strive to improve business performance, it becomes ever more essential for them to manage their relationships with customers. As a part of this process, understanding and quantifying how customers view these relationships is a critical step and requires the adoption of suitable metrics.

In recent years, Net Promoter has become the method of choice for many businesses. The Net Promoter Score (NPS) is based on a customer's willingness to recommend a product or service. It was developed jointly by Bain and Co, Satmetrix and Fred Reichheld.

Despite widespread...

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