A "promoter" in the context of Net Promoter Score calculations is a customer who provides a satisfaction score of 9 or 10. NPS is used to measure customer loyalty and potential growth through recommendations. Scores are based on how likely customers are to recommend a company to others.
To qualify as a "promoter" in most Net Promoter Score calculations, a customer must give a satisfaction score of 9 or 10 on a scale from 1 to 10.
The Net Promoter Score (NPS) is a management tool that can be used to gauge the loyalty of a firm's customer relationships. It serves as an alternative to traditional customer satisfaction research and claims to be correlated with revenue growth. NPS is calculated based on customers' responses to a single question: "How likely is it that you would recommend our company/product/service to a friend or colleague?" Customers who respond with a score of 9 to 10 are labeled as "Promoters," who are considered loyal enthusiasts. Those who respond with a score of 0 to 6 are classified as "Detractors," or unhappy customers. Scores of 7 to 8 are considered "Passives," and they do not directly affect the overall NPS.
A high number of "Promoters" indicates a healthy and thriving relationship with customers that can lead to positive word-of-mouth and growth for the company.