This article is an edited version of one that appeared on the Hubspot website and can be found in full here: https://blog.hubspot.com/service/what-is-nps
TruNPS® is based upon and equivocal to the NPS® scores but utilizes our 0-9 scale rather than the 0-10 utilized in traditional NPS questionnaires.
NPS is a typical benchmark companies measure to evaluate and improve customer loyalty. NPS is different from other benchmarks, such as , in that it measures a customer's overall sentiment about a brand, versus their perception of a singular interaction or purchase.
Customers are asked a simple question "On a scale of 0 to 9, how likely are you to recommend us to a friend?" The responses to this question can be categorized into three groups:
- Promoters: Customers who answer the question with 8-9
- Passives: Customers who answer the question with 6-7
- Detractors: Customers who answer the question with 0-5
As you might be able to infer from the names of these groups, are enthusiastic, loyal customers who will tell their friends about your business and bring in new customers. are indifferent and could become promoters -- or they could switch to your competition. are unhappy customers, and not only are you at risk of losing them, they could do damage to your brand by sharing their bad experiences with other people.
The key to achieving a high NPS is having a greater number of promoters than detractors -- like, a lot more.
For example, imagine you surveyed 100 customers. If 40% were detractors and only 50% were promoters, your NPS would be 10 (50% - 40% = 10).
But if you surveyed your 100 customers and only 20% were detractors, your NPS score would jump up to 30 -- representing a 20% greater chance your customers will recommend you to a friend.
If you’re still not quite sure how it all works, this simple but informative video should help: