Metrik.world
NPS
Net promoter score (NPS) measures customers' willingness to recommend a brand, product or service to others. It is a simple, globally recognised indicator of customer loyalty and satisfaction.
alternative names
- net promoter score
related metrics
units
- Score or % (ratio)
Additions, clarifications, extended definition
The metric is applied in measuring the impact of communication activities, campaigns and the overall brand reputation from the customers' perspective. It is clear and understandable even for management – it allows quick comparison over time or between markets.
It tracks loyalty, trust and the customers' relationship with the brand. It indicates how communication and customer experience influence the willingness to recommend the brand.
Interpretation
A high NPS means customers trust the brand and are willing to advocate for it, while a low NPS signals a loss of trust, dissatisfaction or weak differentiation.
The NPS result ranges from −100 to +100.
Watch out: limits and risks of distortion
- Focus on the "why" – the greatest value lies in analysing open comments, not the number itself.
- Compare the trend, not absolute values – benchmarks vary by industry.
- Ask at the right moment: after an interaction, purchase or campaign.
- Add qualitative insights – e.g. "What could we do better?"
- Do not use NPS in isolation – link it with CSAT, VoC or reputation metrics.
Where and how to measure
Respondents answer the question: "How likely are you to recommend our brand/service to your friends?" (rated on a 0–10 scale)
Based on their answers, they are divided into:
- Promoters (9–10): enthusiastic advocates of the brand
- Passives (7–8): satisfied but without a strong relationship
- Detractors (0–6): critics or disappointed customers
Context
There are also NPS variants by interaction and selected target group – post-interaction NPS (a questionnaire after a purchase, website visit or contact with support), brand NPS (continuous tracking of the relationship with the brand over time), employee NPS (eNPS) (a variant for measuring employee loyalty).
Formulas
NPS = % promoters – % detractors
Example from practice
A financial institution, in cooperation with a research agency, pointed out that the importance of customer experience for loyalty in Czech banking "has increased by roughly 10–15% in recent years". The company therefore introduced an NPS survey with the main question "How likely are you to recommend our service to your friends?" and an optional comment field.
The results and impacts were as follows:
- After implementing the NPS survey, the company began regularly tracking the NPS value, identifying detractors and actively working with them.
- As a result, the organisation was better able to identify the segment of clients with low loyalty and could improve communication and services in a targeted way.
- The survey comments revealed that clients particularly value clear communication, fee transparency and process simplicity – which also relates to the provider's internal communication strategy.
This study shows that even in the Czech context, NPS can serve as a tangible indicator of client loyalty and response to brand communication. It is not just a number – when a company tracks NPS continuously, identifies key moments of shortfall and improves them, it can strengthen its relationship with clients.
