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NPS Definition

Marketing Definitions

17 Oct 2019 • 1 min read • Austin shong

NPS Definition

What is NPS?

NPS definition: NPS is an acronym of Net Promoter Score; it is a system that brands can use to gauge the quality of their customer relationships.

Brands generate their NPS by posing one simple question (or a slight variation of it) to all users:

“How likely are you to recommend this product/service/brand to your friends, family or colleagues?” 

Customers can respond by selecting a number from one (not likely) to ten (highly likely). This then categorizes customers into one of the following:

  1. Detractors: customers who select 0-6
  2. Passive: customers who select 7-8
  3. Promoters: customers who select 9-10

Based on the number of people in each category brands are given a score from zero to 100. The closer to 100, the better the score.

NPS is used by many top brands and is considered to have a direct correlation to income and growth. However, there are many people out there who believe this to be false.

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