NPS (Net Promoter Score)
DefinitionGrowth
NPS (Net Promoter Score)
The share of customers rating 9-10 on 'how likely are you to recommend us' minus the share rating 0-6, on a -100 to +100 scale. Beloved by boards for its one-number simplicity; treat it as a rough loyalty thermometer, not the growth predictor its marketing claims.
Evidence from the library
Emotional response acts as a multiplier on share of voice, not an alternative to itPrincipleExpected score = (column total x row total) / grand totalPrincipleOwn product experience and word of mouth score highest on brand impact; print ads, OOH, online ads and sponsorship score lowestStat+5pp awareness = +5pp Share of SearchAt low awareness, brand growth converts into search demand roughly one for oneStat-7ppMarket share and penetration effects - the two metrics most tied to long-term growth - have fallen faster than any other effectiveness measure.Stat
Source
Marketing Definitions
Fred Reichheld, The One Number You Need to Grow (HBR, 2003)
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