How to use NPS (Net Promoter Score) to drive customer-centric improvements
Measure customer loyalty systematically, act on feedback, and close the loop to turn detractors into promoters and promoters into advocates.
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0 of 7 steps completedStep-by-Step Instructions
1 Step 1: Implement consistent NPS surveys at key touchpoints
Step 1: Implement consistent NPS surveys at key touchpoints
Survey customers after onboarding, at renewal, and quarterly for ongoing accounts. Keep it simple: "How likely are you to recommend us?" (0-10) plus open-ended "Why?" Don't over-survey—respect their time. Consistency enables trend tracking over time.
2 Step 2: Segment responses into Promoters (9-10), Passives (7-8), and Detractors (0-6)
Step 2: Segment responses into Promoters (9-10), Passives (7-8), and Detractors (0-6)
Promoters are loyal enthusiasts. Passives are satisfied but unenthusiastic. Detractors are unhappy and likely to churn. Calculate NPS: %Promoters - %Detractors. Track NPS by segment, product, and team. Different cohorts reveal different insights.
3 Step 3: Prioritize reading and categorizing qualitative feedback
Step 3: Prioritize reading and categorizing qualitative feedback
The "Why?" is more valuable than the score. Tag responses by theme: product quality, support experience, pricing, missing features, ease of use. Patterns in qualitative feedback point to root causes and actionable improvements. Don't just track the number—understand the why.
4 Step 4: Close the loop personally with detractors first
Step 4: Close the loop personally with detractors first
Reach out within 24-48 hours. Acknowledge their frustration, ask for specifics, and commit to action. Many detractors become promoters when they feel heard and see you care. Closing the loop prevents churn and demonstrates responsiveness.
The Ultimate Question 2.0 by Fred Reichheld
Definitive guide to NPS methodology and closing the loop
5 Step 5: Engage promoters for referrals, case studies, and advocacy
Step 5: Engage promoters for referrals, case studies, and advocacy
Promoters are your best marketing asset. Ask them to refer colleagues, participate in case studies, write reviews, or join advisory boards. Don't let promoters go untapped—leverage their enthusiasm to grow your business.
6 Step 6: Share NPS data and insights across the company
Step 6: Share NPS data and insights across the company
Make NPS visible: share scores in all-hands, post feedback in Slack, include in exec dashboards. When everyone sees customer sentiment, customer-centricity becomes part of the culture. Use NPS insights to inform product roadmap, support training, and sales messaging.
7 Step 7: Track NPS trends over time and tie to business outcomes
Step 7: Track NPS trends over time and tie to business outcomes
Monitor how NPS correlates with churn, expansion, and LTV. Rising NPS predicts growth; falling NPS predicts trouble. Track NPS improvement initiatives and measure impact. Use NPS as a leading indicator of business health, not just a vanity metric.
