Net promoter score (NPS) has become one of the most widely used metrics for measuring audience satisfaction and loyalty. With its simplicity and predictive power, NPS helps organisations gauge the likelihood of their audience recommending their brand, content, or services to others. Understanding and leveraging NPS can transform the way you approach audience engagement and retention.
What is net promoter score (NPS)?
Net promoter score is a metric derived from asking a single question:
“On a scale of 0 to 10, how likely are you to recommend our brand/product/service to a friend or colleague?”
Respondents are categorised into three groups based on their score:
Promoters (9-10): Highly satisfied individuals likely to recommend and advocate for your brand.
Passives (7-8): Moderately satisfied individuals who are neutral and unlikely to actively promote your brand.
Detractors (0-6): Unsatisfied individuals who may discourage others from engaging with your brand.
The NPS is calculated using the formula:
NPS = % Promoters - % Detractors
The resulting score ranges from -100 to 100, providing a clear indication of overall audience sentiment.
Why is NPS important for audience engagement?
1. Simplifies audience sentiment analysis
NPS distills complex feedback into a single, actionable metric that’s easy to understand and track over time.
2. Predicts loyalty and advocacy
A high NPS indicates that your audience is likely to remain loyal and promote your brand to others, driving organic growth.
3. Identifies engagement gaps
By analysing detractors and passives, you can pinpoint areas where your engagement strategy needs improvement.
4. Guides strategic decisions
NPS provides actionable insights that inform product development, content strategy, and customer support efforts.
5. Benchmarks performance
Comparing your NPS against industry standards helps you evaluate how well you’re meeting audience expectations.
How to measure NPS effectively
1. Ask the right question
The standard NPS question should be followed by an open-ended prompt such as:
“What’s the primary reason for your score?”
This captures qualitative feedback to complement the numerical score.
2. Segment your audience
Break down your NPS by demographics, behaviours, or engagement levels to uncover trends and tailor strategies.
3. Use the right timing
Collect NPS at key moments in the audience journey, such as:
After using your product or service.
Post-event or campaign participation.
Periodically to track changes in sentiment.
4. Analyse results
Go beyond the score by analysing open-ended responses to understand the “why” behind audience perceptions.
5. Take action
Address detractor feedback promptly and reinforce positive experiences for promoters.
How to improve your NPS
1. Enhance audience experience
Focus on creating seamless, enjoyable interactions across all touchpoints.
2. Address detractor concerns
Identify common themes in detractor feedback and implement changes to resolve pain points.
3. Delight your promoters
Reward loyal promoters with exclusive benefits or recognition to strengthen advocacy.
4. Personalise engagement
Tailor your content and interactions to meet the unique preferences of different audience segments.
5. Maintain regular communication
Keep your audience informed and engaged through consistent, meaningful interactions.
Benefits of tracking NPS
1. Drives organic growth
Promoters often generate word-of-mouth referrals, amplifying your reach without additional costs.
2. Builds trust and loyalty
Addressing feedback improves satisfaction and fosters long-term relationships.
3. Aligns organisational efforts
NPS insights align teams across marketing, sales, and customer support around a common goal.
4. Encourages continuous improvement
Regularly tracking NPS helps you adapt to changing audience expectations and stay competitive.
Challenges of using NPS
1. Limited context
A single score may not capture the full complexity of audience sentiment.
Solution: Pair NPS with qualitative feedback to gain deeper insights.
2. Overemphasis on detractors
Focusing too much on detractors may overshadow opportunities to enhance promoter experiences.
Solution: Balance efforts between addressing negatives and amplifying positives.
3. Survey fatigue
Repeated NPS surveys can lead to disengagement.
Solution: Limit surveys to key moments and keep them concise.
Final thoughts
Net promoter score is more than just a metric; it’s a window into your audience’s perception of your brand. By understanding and leveraging NPS, you can identify areas for improvement, foster loyalty, and drive organic growth.
FAQs: Net promoter score (NPS)
How is NPS calculated?
Net promoter score (NPS) is calculated using the formula:
NPS = % Promoters - % Detractors
Promoters are those who score 9–10 on the NPS scale, while detractors score 0–6. Passives (7–8) are excluded from the calculation.
What is a good NPS?
A good NPS varies by industry, but generally:
Above 0: Positive sentiment.
Above 30: Strong audience satisfaction.
Above 50: Excellent loyalty.
Above 70: World-class performance.
How often should you measure NPS?
NPS should be measured at key points, such as:
After a significant interaction or purchase.
Post-event or campaign participation.
Quarterly or biannually for ongoing tracking.
What industries use NPS the most?
NPS is widely used across industries, including:
SaaS and technology.
Retail and e-commerce.
Hospitality and travel.
Financial services.
Healthcare.
Can NPS predict customer churn?
Yes, NPS can help predict churn by identifying detractors who are more likely to disengage. Addressing their concerns can reduce churn rates.
How does NPS differ from customer satisfaction (CSAT)?
While NPS measures the likelihood of recommending a brand, CSAT focuses on specific experiences or interactions. Both provide valuable insights but serve different purposes.
Can NPS be used for audience segmentation?
Yes, NPS data can segment audiences into promoters, passives, and detractors. This segmentation helps tailor strategies to improve engagement and satisfaction.
What are common mistakes when using NPS?
Ignoring qualitative feedback: Focusing solely on the score without addressing open-ended responses.
Surveying too frequently: Leading to survey fatigue.
Lack of follow-up: Failing to act on detractor feedback or engage with promoters.
How can NPS be improved?
To improve NPS:
Enhance audience experience by resolving pain points.
Personalise interactions to align with audience preferences.
Reward loyal promoters to encourage advocacy.
How does NPS correlate with business growth?
A high NPS often correlates with business growth, as promoters drive organic referrals, increase retention, and improve brand reputation.
