Net Promoter Score (NPS)


The Net Promoter Score (NPS) will provide you with an estimation of loyalty and satisfaction of clients by asking one simple question:

“On a scale of 1 to 10, how likely are you to recommend us to others, 10 being extremely likely and 0 being not likely at all”

Clients respond on a scale of 0 to 10:

  • Promoters (9 and 10) are loyal and enthusiastic clients that will actively promote products and services, which can lead to growth
  • Passives (7 and 8) are satisfied with products and services but unenthusiastic, and vulnerable to competitors
  • Detractors (0 to 6) are dissatisfied clients that are at risk of leaving your organisation or actively discouraging others from joining. These clients can significantly impede growth.

Net promoter score

Please click on this link to see a case study conducted in Africa around the NPS process, (click on the green “Client Satisfaction Surveys” circle)

An example of NPS

You survey 1000 clients.
364 give responses 9-10 – Promoters (364/1000 = 36.4%)
408 give responses 7-8 – Passives (408/1000 = 40.8%)
228 give responses 0-6 – Detractors (228/1000 = 22.8%)

NPS = 36.4% – 22.8% = +13.6

 Why use this tool?

  • Efficient and easy to use and report
  • In estimating client satisfaction and loyalty levels, you can take targeted steps to better understand and improve this over time
  • Satisfied and loyal clients can improve financial performance by
    Improving retention rates
  • Actively promoting your products and services to improve outreach with fewer marketing resources

Information gathered from using NPS:

  • A measure of client satisfaction in one simple figure

Net promoter score resources

Technical Material – Launching a NPS Program (25 pgs)

Technical Material – Using a NPS Program (9 pgs)

Technical Material – NPS (Microsave)