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» Net Promoter Score (NPS)

Net Promoter Score (NPS)

2003
  • Fred Reichheld
  • Bain & Company
  • Satmetrix
고객 충성도 측정을 위한 순추천지수(NPS) 분석 회의.

(설명을 위한 생성된 이미지입니다)

The Net Promoter Score (NPS) is a widely used market research metric that measures customer loyalty and their willingness to 관계를 맺다 in word-of-mouth 마케팅. It is based on a single survey question: “How likely is it that you would recommend our company/product/service to a friend or colleague?” The score is calculated as the percentage of “Promoters” minus the percentage of “Detractors.”

The Net Promoter Score is calculated based on responses to a 0-10 scale question. Respondents are grouped into three categories: “Promoters” (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. “Passives” (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. “Detractors” (score 0-6) are unhappy customers who can damage the brand and impede growth through negative word-of-mouth. The final NPS score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The resulting score can range from -100 (if every customer is a Detractor) to +100 (if every customer is a Promoter).

The simplicity of NPS is both its greatest strength and a point of criticism. Proponents argue that it provides a simple, easily understood metric that can be tracked over time and benchmarked against competitors. It focuses organizations on the crucial task of creating more Promoters and fewer Detractors. Critics, however, argue that a single question oversimplifies the complexity of customer loyalty and that the score lacks deep diagnostic power without follow-up qualitative questions to understand the “why” behind the score. Despite these criticisms, its ease of implementation and intuitive nature have led to its widespread adoption as a key performance indicator for customer-centric companies.

UNESCO Nomenclature: 3301
경제학

유형

추상 시스템

분열

상당한

용법

널리 사용됨

전구체

  • Customer satisfaction surveys (CSAT)
  • Customer Effort Score (CES) methodologies
  • Loyalty program development
  • Market research principles

응용 프로그램

  • customer experience management
  • measuring customer loyalty across industries
  • linking customer satisfaction to business growth
  • employee engagement measurement (eNPS)
  • product development feedback

특허:

NA

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Related to: net promoter score, nps, customer loyalty, customer satisfaction, word-of-mouth, market research, fred reichheld, customer experience.

역사적 맥락

Net Promoter Score (NPS)

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