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March 19, 2024

Net Promoter

March 19, 2024
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Net Promoter is a customer loyalty metric that measures the likelihood of customers recommending a company’s products or services to others. It was developed by Frederick F. Reichheld, a business strategist, and Bain & Company, and has gained widespread recognition as a valuable tool for assessing customer satisfaction and predicting business growth. The Net Promoter system is often abbreviated as NPS.


The Net Promoter metric is based on the idea that customers can be classified into three categories: Promoter, Passive, and Detractor. Promoters are highly satisfied customers who are likely to recommend the company to others. Passives are moderately satisfied customers who may not actively promote the company but are also unlikely to speak negatively about it. Detractors are dissatisfied customers who may actively discourage others from using the company’s products or services.

To calculate the Net Promoter Score, companies usually ask customers a single question: On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague. Based on their responses, customers are assigned to one of the three categories mentioned above. The Net Promoter Score is the percentage of Promoters minus the percentage of Detractors.


The Net Promoter metric provides several advantages to businesses. Firstly, it offers a simple and straightforward way to measure customer loyalty. The use of a single question allows for efficient collection of data, making it easier for companies to monitor customer sentiment and identify potential areas for improvement.

Additionally, the Net Promoter Score has shown to be a reliable predictor of business growth. Research has indicated that companies with high Net Promoter Scores tend to outperform their competitors in terms of revenue growth. Promoters are more likely to make repeat purchases and refer others to the company, leading to increased customer acquisition and retention.

Furthermore, the Net Promoter system encourages companies to focus on improving customer satisfaction and loyalty. By tracking and analyzing the feedback received from customers, organizations can identify trends, address issues, and implement strategies to enhance the customer experience. This customer-centric approach can lead to increased customer loyalty, positive word-of-mouth, and improved brand reputation.


The Net Promoter metric can be applied across various industries and sectors, including information technology. Software development companies, for example, can use the Net Promoter Score to assess customer satisfaction with their products and services. Through regular customer surveys, they can gather feedback, identify areas for improvement, and prioritize development efforts accordingly.

Consultancy firms specializing in software development can also benefit from the Net Promoter system. By understanding client satisfaction levels and their likelihood to recommend the consulting services to others, these firms can enhance their offerings and strengthen client relationships.

Personnel management within the IT sector can also utilize the Net Promoter metric to gauge employee satisfaction and engagement. By conducting internal surveys, organizations can identify areas where improvements are needed and take appropriate measures to boost morale and productivity.


In conclusion, the Net Promoter metric provides a valuable tool for companies and organizations to measure customer loyalty and predict business growth. Its simplicity and effectiveness make it a popular choice for assessing customer satisfaction levels. By utilizing the Net Promoter system, businesses can focus on enhancing the customer experience, increasing customer loyalty, and driving sustainable growth in the highly competitive landscape of the information technology industry.

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