What does a net promoter score measure?

A net promoter score (NPS) is specifically designed to gauge customer loyalty. It assesses how likely customers are to recommend a product, service, or brand to others. This is achieved by asking customers a straightforward question, typically about the likelihood of recommending the service on a scale of 0 to 10. The differences in responses categorize customers into promoters, passives, and detractors, facilitating an analysis of overall loyalty.

While customer satisfaction, customer experience, and service quality are related concepts, they do not encapsulate the focus of NPS, which is primarily on loyalty—the calculated propensity of customers to advocate for the brand to others. This loyalty metric can be a powerful indicator of growth potential, as customers who are promoters tend to contribute positively to business outcomes through referrals and repeat purchases.