The NPS (Net Promoter Score) is based on a single question: "On a scale of 0 to 10, how likely are you to recommend our store to a friend?" Based on their response, each customer is classified into one of three groups.

• Referrers (9 and 10): They're happy and recommend you.
• Passive (7 and 8): They are in agreement, but not enthusiastic.
• Detractors (0 to 6): They had a bad experience and may speak ill of you.

Why does it matter?

NPS summarizes your customers' perceptions in a single number that's easy to track over time. But its greatest value lies in what you do next: thank the promoters, understand the passives, and resolve the detractors' issues before they leave.

When you cross-reference this with purchase data, you can see if the most satisfied customers are also the ones who return most often.

How is it calculated?

Formula: % of promoters − % of detractors. The result ranges from −100 to +100.

For example, if 200 customers respond, 100 are promoters (50%), 60 are passives, and 40 are detractors (20%), the NPS is 50 − 20 = 30.

Story mode

Lucia receives her order from an online sports store, and a few days later, she gets a short survey via WhatsApp. She rates it a 5: the sneakers were too small, and returning them was a hassle.

The store sees the response, contacts her, handles the exchange, and updates its size guide. Not only does Lucía make another purchase, but she also changes her opinion of the brand.

How to Use It with Data4Sales

Data4Sales includes NPS surveys that integrate with the rest of your data:

• You send the survey automatically using an after-sales NPS workflow.
• Each response is saved in the customer's 360° profile, along with their purchases and conversations.
• It brings together audiences of supporters and critics to spur different actions.
• You manage responses from the omnichannel inbox.

With just one question, the NPS gives you the context you need to improve the experience and decide who to reach out to first.

Related terms

• Customer Loyalty
• Loyal customers
• Customer Centricity
• Flow