<aside> <img src="/icons/light-bulb_gray.svg" alt="/icons/light-bulb_gray.svg" width="40px" /> In Brief

• The Net Promoter Score (NPS) identifies customer loyalty to the brand or product. The survey uses a score from 0 to 10 to answer the question: “How likely is it that you would recommend [company X or product Y] to a friend or colleague?”
• NPS was first introduced by Frederick F. Reichheld in a Harvard Business Review article, “The One Number You Need to Grow.”
• People who give a score from 9 to 10 are considered “Promoters.” People who give a score from 7 to 8 are considered “Passives,” meaning those who are satisfied but not very loyal to our brand or product. People who give a score from 0 to 6 are considered “Detractors.”
• The NPS question can be followed up with another question to find out the reason(s) for the score the customer gave. By doing so, the Net Promoter Score can be associated with both qualitative and quantitative results. </aside>

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