NPS (Net Promoter Score)

Also known as: Net Promoter Score, NPS, Recommendation Index

Loyalty metric that classifies customers as Promoters, Passives, and Detractors based on their likelihood to recommend a brand.

The Net Promoter Score (NPS) is a loyalty metric developed by Fred Reichheld and Bain & Company that measures customers' willingness to recommend a brand, product, or service. It is calculated with one question: 'How likely are you to recommend X to a friend or colleague?' (0-10 scale). Those who respond 9-10 are Promoters, 7-8 are Passives, and 0-6 are Detractors. NPS = % Promoters - % Detractors.

NPS is widely used as a loyalty proxy and predictor of organic growth. However, it has critics: its simplicity may be a limitation for understanding the drivers of customer experience. Therefore it is complemented with driver analysis and justification verbatims.

Atlantia integrates NPS with AI analysis to identify recommendation drivers and actionable recommendations for improving the experience.