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What is Net Promoter Score (NPS)? And how do we use it at Goodreviews

NPS stands for Net Promoter Score which is a metric used in customer experience programs. NPS measures the loyalty of customers to a company. NPS scores are measured with a single-question survey and reported with a number from -100 to +100, a higher score is desirable.

NPS® is often held up as the gold standard customer experience metric. First developed in 2003 by Bain and Company, it’s now used by millions of businesses to measure and track how they’re perceived by their customers.

It measures customer perception based on one simple question:

How likely is it that you would recommend [Organisation X/Product Y/Service Z] to a friend or colleague?

Respondents give a rating between 0 (not at all likely) and 10 (extremely likely) and, depending on their response, customers fall into one of 3 categories to establish an NPS score:

  • Promoters respond with a score of 9 or 10 and are typically loyal and enthusiastic customers.

  • Passives respond with a score of 7 or 8. They are satisfied with your service but not happy enough to be considered promoters.

  • Detractors respond with a score of 0 to 6. These are unhappy customers who are unlikely to buy from you again, and may even discourage others from buying from you.




(score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth

(score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.

(score 9-10) are loyal enthusiasts who will keep buying and fuel growth by referring others.

NPS & Goodreviews

When we contact customers and ask them to review your business, they will be prompted to select a feedback score between 1 - 10 (1 = terrible; 10 = amazing). We use the NPS score (Net Promoter Score) approach for determining customer satisfaction.

Here you will need to select from the scale what we should consider as a “positive score” threshold. 

We will use this to differentiate between a Promoter(a good review) and a Detractor(a negative review).

If a customer is a Promoter they will be directed straight away to your Promotor Landing page, which is attempting to get them to Google to leave you a review as soon as possible.

If a customer is a Detractor they will send to a feedback form where they can vent any frustration they may have had. From there, they will be sent to your Dectractor Landing page which meets them with wording reassuring them that they have been heard and then are offered to leave a review.

You can manage this threshold under your settings.

For more information, you can read on here.