What is the Net Promoter Score?

The Net Promoter Score, or NPS, has become an industry standard benchmark for measuring customer loyalty since its introduction by Fred Reichheld in 2003.

The score stems from a simple 11-point (0-10) rating scale question that asks “How likely are you to recommend our company/product/service to a friend or colleague?” Respondents who answer 9-10 are labeled as “Promoters,” 7-8 as “Passives,” and 0-6 as “Detractors.” The score itself is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

The thing about NPS…

Reichheld says that the rating and answers to a corresponding “Why?” open-ended question provide all the necessary factors to identify reference customers and improvement opportunities. However, analysis of verbatim responses that does not introduce analyst bias is problematic, expensive, and difficult to scale. In trying to minimize these issues, many organizations have turned to adding additional rating scale questions, essentially fencing the problem. This approach helps improve the predictive power of NPS, but does not explain the reasoning behind customer loyalty.

How Agreeable enhances your Net Promoter Score

Traditional NPS uses a single scale to describe your customers. You ask your customers if they’ll recommend you, and categorize them as Promoters, Passives, or Detractors. Simply subtracting the percentage of Detractors from Promoters leaves you with a score and you’re done. This simplicity and its correlating to revenue growth is what has helped NPS gain so much favor in the customer experience management field.

It’s simple and good enough to optimize loyalty… to a point. But, the score leaves a few questions unanswered. Questions like:

  • How do my Promoters influence my Detractors?
  • How do my Detractors influence my Promoters?
  • Which of my Passives are most persuadable?
  • How do I retain Promoters while influencing Passives and Detractors?

Agreeable adds a new dimension to traditional Net Promoter Scores, bridging the qualitative gap and answering these questions. It addresses a well known pain point with NPS context and allows brands to identify and prioritize influential strategies across the Detractor/Promoter boundary. By plotting zones of influence, Agreeable is able to identify Promoters that are persuaded by Detractors and vice versa.