Earned growth rates: A new measurement partner for the Net Promoter Score

Brands need to supplement the Net Promoter Score with a new metric called the “earned growth rate” to fully understand how word of mouth and referrals are driving their progress.

The Net Promoter Score (NPS) – a popular way for brands to track customer satisfaction, loyalty and potential growth through word of mouth – is in need of a companion metric based on hard finances.

Such was the viewpoint outlined in analysis by Fred Reichheld, the creator of the NPS and a fellow at management consultancy Bain & Company, with his colleagues Darci Darnell and Maureen Burns. More specifically, they argued in the Harvard Business Review that marketers should aim to complement the NPS with an indicator called the “earned growth rate”.

What is the earned growth rate?...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands