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About NPS


What is Net Promoter Score ?


The metric was developed by Fred Reichheld, Bain & Company and Satmetrix. It was introduced by Reichheld in his 2003 Harvard Business Review article "One Number You Need to Grow".


Because NPS® uses a standardised metric, it allows businesses to compare their results with industry competitors.


NPS® is the #1 predictor of future growth.

It's the one statistic that gives you a complete picture of how your customers perceive your company.

"Would you refer [your company] to a friend or colleague?"

Possible answers range from a 0 (not at all likely) to 10 (Extremely likely). The NPS score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The resulting score ranges from -100 to 100. 

Responses to a couple additional short questions capture valuable feedback, actionable insights, and testimonials.

% of Promoters  - % of Detractors = Net Promoter Score®

Customer Loyalty > Customer Satisfaction

A loyal customer is one who prefers your business over all of your competition. 

A satisfied customer means that you met their expectations. This doesn't mean they would choose you over another in the future.

NPS® identifies your weaknesses in your ability to provide a frictionless customer experience as well as those customers who are satisfied and those who are loyal. NPS provides you the data and opportunity to turn satisfied customers into loyal customers  - and leveraging  their positive referrals and testimonials to help grow your business.

A 2% improvement in loyalty is the same as a 10% improvement in operating profit.


 "Measuring Client Loyalty"
and Additional Resources

I Already Survey My Customers...

If you regularly survey your customers with positive results, below are some points that may shake your confidence in your existing score and reinforce the importance of utilizing a 3rd party expert, such as Butler Street:

The Right Process. Avoid mis-worded questions or improperly executed surveys by engaging an expert research team experienced in customer satisfaction surveys.

Candid Feedback. Third party surveys allow customers to provide candid feedback they might not otherwise provide a company-implemented survey.

Roadmap to Growth. Accurate data, comprehensive, easily understood report, and recommended actions to begin building your strong growth plan.

Loyalty leaders outgrow industry competitors by over 200%.

Bain and Co.


Having this data, testimonials and the customer loyalty ratings really allows us to differentiate ourselves when meeting new clients and/or referrals.   Our competitors cannot say what we can. I would highly recommend this process."

 - Karie Ballway, Executive Vice President

Cooley Group

The Importance of Finding Brand Champions

NPS Leaders Increase Growth Rates

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