What Is NPS and How Does It Drive Customer Loyalty? A Complete Guide

Rakesh Kr Jha

Sep 20, 2023 | 6 mins read

In today’s competitive business landscape, understanding customer loyalty is crucial for achieving success. Enter the Net Promoter Score (NPS), a metric that measures how likely customers are to recommend your brand to others. NPS is widely recognized as a valuable tool for gauging customer loyalty and driving business growth. So, what has propelled the widespread adoption of NPS, making it so popular among businesses? 

Consider this: Two-third of the Fortune 500 companies have adopted NPS as a means to evaluate their customer experience quality. Remarkably, NPS isn’t just for the corporate giants; it’s a versatile tool suitable for businesses of all sizes. Another key survey revealed that NPS Promoters generate nearly seven times more positive referrals than Detractors, but Detractors account for over 80% of negative word-of-mouth

What is NPS?

NPS is a simple yet powerful metric that measures customer loyalty by evaluating how likely they are to recommend your brand to others. It’s a useful tool helping businesses gauge customer sentiment and drive growth.

To fully understand NPS, we should first talk about the NPS scale and how the score is calculated. The NPS scale goes from 0 to 10, and based on their response, we can divide customers into three groups: Promoters, Passives, and Detractors.

Promoters are those who give a score of 9 or 10, indicating a high likelihood to recommend the brand. Passives, with scores of 7 or 8, are satisfied but not enthusiastic customers. Detractors, however, score between 0 and 6, expressing dissatisfaction and potentially damaging brand reputation

Calculating NPS is simple: subtract the percentage of Detractors from the percentage of Promoters. The final score typically ranges between -100 and 100, with higher values indicating greater customer loyalty. By keeping an eye on this metric, businesses can gain insights into customer loyalty and satisfaction. 

Now, NPS isn’t the only customer satisfaction benchmark out there. You might have heard of the Customer Satisfaction Score (CSAT) and the Customer Effort Score (CES). While CSAT measures customer satisfaction with a specific product or service, CES evaluates how easy it is to interact with a company. Unlike NPS, which reflects a customer’s overall feelings about a brand, CSAT and CES focus on specific aspects of the customer experience. It’s important to know the differences between these metrics so you can choose the best one for your business. 

Interestingly, NPS isn’t limited to evaluating customer service feedback; it can also be used to gather employee feedback. This approach, known as eNPS (employee Net Promoter Score), measures employee satisfaction and their likelihood to recommend the company as a place to work. By applying NPS principles to employee feedback, organizations can identify areas for improvement, boost employee engagement, and ultimately create a better workplace environment.

Why NPS Matters

Understanding the importance of NPS in business starts with recognizing its benefits.

  • NPS gauges loyalty and identifies areas for improvement in business.
  • It aids data-driven decisions and customer experience enhancements.
  • Analyzing NPS feedback pinpoints pain points for product/service refinement.
  • NPS correlates with customer lifetime value, predicting potential revenue growth.
  • High NPS fosters organic growth through positive word-of-mouth and referrals.

In summary, NPS is a powerful tool for understanding customer sentiment and driving business growth. By leveraging NPS data, businesses can make informed decisions to enhance customer loyalty, improve customer experience, and ultimately achieve sustainable growth.

How to Implement NPS in Your Business

Successfully implementing NPS in your business begins with launching an NPS program. This involves

  • Choose the right survey platform tailored to your needs.
  • Define your target audience, including existing customers, prospects, or demographics.
  • Determine the survey frequency to balance engagement and data freshness.

Once your NPS program is up and running, benchmarking and setting NPS goals become essential. Understanding industry specific NPS benchmarks can help you evaluate your performance against competitors and identify areas for improvement. Set realistic and achievable NPS goals, keeping in mind that improvement may be gradual and requires consistent effort. 

In conclusion, implementing NPS in your business requires careful planning, goal setting, and continuous monitoring. 

Best Practices for NPS Surveys

When it comes to NPS surveys, adhering to best practices can make all the difference. Designing an effective NPS survey is crucial, and it starts with . This approach will lead to higher response rates and more accurate data. But don’t get too hung up on just getting a high NPS score. Instead, focus on understanding the feedback your customers provide and use it to make improvements to your products, services, and overall customer experience.

Another important aspect of NPS surveys is addressing customer survey fatigue. Here’s how you can address this:

  •  Don’t burden customers with excessive survey requests.
  • Spread out survey invitations and personalize the survey experience.
  • Explore alternative survey methods like in-app and social media.

 By following these best practices, you can create effective NPS surveys that provide valuable insights into customer loyalty and drive informed decisions for your business’s growth.

Advanced NPS Techniques for Maximum Benefit

Explore advanced NPS techniques to unlock the complete potential of NPS surveys.

Segment NPS Data for Deeper Insights: Begin by breaking down NPS scores based on various customer demographics, such as age, location, or purchase history. This allows you to identify trends and patterns that might not be immediately apparent. The targeted analysis provides opportunities for specific improvements and enables data-driven decision-making.

Integrate NPS with Other Feedback Channels: Take your NPS strategy to the next level by combining NPS data with additional metrics like Customer Satisfaction Score (CSAT) and Customer Effort Score (CES). This holistic approach provides a more comprehensive view of customer sentiment and the overall experience. Don’t forget to tap into customer feedback from social media and online review platforms to gain valuable qualitative insights that complement your quantitative NPS data.

Staying Informed About NPS Innovations: To remain competitive, it’s crucial to stay updated with the latest developments in NPS methodologies and tools. Explore new approaches for measuring customer loyalty and embrace cutting-edge NPS software and services. By leveraging these advanced techniques, your business can stay ahead of the curve and optimize the customer experience, ultimately driving meaningful improvements.


Throughout this guide, we’ve explored the importance of Net Promoter Score (NPS) as a powerful tool for measuring customer loyalty and driving business growth. We looked at how NPS can help you gather feedback from both customers and employees and its impact on keeping customers and growing your business. We also shared tips on bringing NPS into your company, creating effective NPS surveys, and using advanced techniques to get the most out of your NPS data. As you embark on this journey to elevate your customer experience and propel your business forward, remember that NPS is your invaluable companion—use it to its fullest potential and watch your success story unfold.’

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Rakesh Kr Jha

Rakesh, a senior writer at Ozonetel, draws on his decade-long journalism career to write about techn...

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