Measuring Marketing

Chapter 110 Net Promoter Score®

Measurement Need

To understand whether the targeted stakeholder would recommend the company and its solutions to others.

Solutioni

The Net Promoter Score® (NPS®) is calculated using a 0–10 scale as shown here:

Question: On a scale of 0–10, how likely are you to recommend X (marketer’s company/solutions) to another (friend, colleague, company, etc.)?

The answers are tagged as:

–detractors: defined as dissatisfied customers;

–passives: defined as indifferent customers; and

–promoters: defined as committed/loyal customers.

To calculate:

$\text{NPS}\text{R}=\frac{\left(\text{Promoters-Detractors}\right)}{\left(\text{Respondents}\right)}\times 100$

To illustrate, ...