Developed by Fred Reichheld and Bain & Company, the Net Promoter System is used by leading personal services firms and businesses, including
PwC, KPMG, Deloitte, BDO, Apple and Amazon,
to measure and improve client satisfaction and loyalty.
With the Net Promoter System the focus is on simplicity and action.
One simple question
The extensive research of Fred Reichheld and Bain and Company found that the single most effective predictor of client loyalty was the question - on a scale of 0 to 10, how likely are you to recommend this firm or business to a friend or colleague?
Net Promoter Score
The goal of the Net Promoter System (NPS) is to sort clients into categories that predict behaviours, enabling customised responses from the firm.
Under the NPS there are three categories - Promoter, Detractor and Neutral. Bain & Company's research found that typically, Promoters are advocates for your firm. They provide referral business and a host of other benefits. Detractors, on the other hand, are generally dissatisfied and can damage your brand through 'bad worth of mouth'. Neutrals are satisfied but unenthusiastic and potentially vulnerable to switching firms, often without warning.
Subtracting the percentage of detractors from the percentage of promoters produces a Net Promoter Score. A positive score indicates that you have more promoters than detractors, whereas a negative score indicates the reverse.