{"id":7629,"date":"2018-08-07T15:45:00","date_gmt":"2018-08-07T13:45:00","guid":{"rendered":"https:\/\/www.aloma.de\/what-is-the-net-promoter-score-nps\/"},"modified":"2023-03-27T23:15:54","modified_gmt":"2023-03-27T21:15:54","slug":"what-is-the-net-promoter-score-nps","status":"publish","type":"post","link":"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/","title":{"rendered":"What is the Net Promoter Score (NPS)?"},"content":{"rendered":"<p>The term Net Promoter Score describes a key performance indicator (KPI) that is used in marketing and especially in online marketing.&nbsp; NPS reflects <strong>user or customer satisfaction<\/strong> . The term comes from English and means &#8220;adjusted conveyor ratio&#8221; or in technical jargon &#8220;promoter overhang&#8221;.<\/p>\n<p>The term <em>score<\/em> suggests that it is a point system, which is not entirely correct. In fact, for the NPS, two percent values are subtracted from each other (see below), resulting <strong>in a value range of -100% to +100%.<\/strong><\/p>\n<p>The principle behind it is relatively simple. Fans and critics are counted. If the fans of a brand or product predominate, then the NPS is positive, the critics predominate, then the NPS is negative.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Basics_of_the_Net_Promoter_System\"><\/span>Basics of the Net Promoter System<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 ez-toc-wrap-right counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#Basics_of_the_Net_Promoter_System\" >Basics of the Net Promoter System<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#Calculation_of_the_Net_Promoter_Score\" >Calculation of the Net Promoter Score<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#Terms_promoters_detractors_indifferents\" >Terms: promoters, detractors, indifferents<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#Numerical_example_1_100_NPS_positive_Net_Promoter_Score\" >Numerical example 1: \n100% NPS (positive Net Promoter Score)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#Numerical_example_2_0_NPS_neutral_Net_Promoter_Score\" >Numerical example 2: \n0% NPS (neutral Net Promoter Score)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#Numerical_example_3_-100_NPS_negative_Net_Promoter_Score\" >Numerical example 3: \n-100% NPS (negative Net Promoter Score)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#Method_to_optimize_customer_satisfaction\" >Method to optimize customer satisfaction<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Absolute basis of every Net Promoter System <span id='easy-footnote-1-7629' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#easy-footnote-bottom-1-7629' title='Since the &lt;em&gt;score&lt;\/em&gt; is only one part of the procedure, many sources prefer the term Net &lt;em&gt;Promoter System&lt;\/em&gt;. is the Net'><sup>1<\/sup><\/a><\/span> Promoter Score. To calculate the Net Promoter Score, visitors to a website are asked whether they would recommend the product or the company. The charm of this satisfaction survey is that it is a simple, single question.<\/p>\n<p>Typical examples of this question are:<\/p>\n<ul>\n<li>&#8220;How likely is it that you will recommend company\/brand X to a friend or colleague?&#8221; <span id='easy-footnote-2-7629' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#easy-footnote-bottom-2-7629' title='Wikipedia: &lt;a href=&quot;https:\/\/de.wikipedia.org\/wiki\/Net_Promoter_Score&quot;&gt;Net Promoter System&lt;\/a&gt;'><sup>2<\/sup><\/a><\/span><\/li>\n<li>&#8220;How likely is it that you will recommend this product to a friend or colleague?&#8221;<\/li>\n<\/ul>\n<p>This type of data collection has been shown to have a high participation rate. It gives loyal customers the opportunity to reward good performance with just a few clicks. Dissatisfied customers just as easily have the opportunity to express their displeasure. Above all, however, such a 0-to-10 scale is ideally suited for evaluation, because a single standard key figure, the Net Promoter Score, can be calculated from it.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Calculation_of_the_Net_Promoter_Score\"><\/span>Calculation of the Net Promoter Score<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This question is answered during the online survey with a value 0 &#8211; 10, where 0 corresponds to &#8220;unlikely&#8221; and 10 means &#8220;extremely likely&#8221;. From the set of responses continuously generated with such a simple survey, the Net Promoter Score can be calculated according to a simple scheme:<\/p>\n<pre>NPS = Promotoren (in % aller Befragten) \u2212 Detraktoren (in % aller Befragten)<\/pre>\n<h3><span class=\"ez-toc-section\" id=\"Terms_promoters_detractors_indifferents\"><\/span>Terms: promoters, detractors, indifferents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>The term <strong>promoters<\/strong> represent the most loyal part of a target group and includes all participants who have indicated a satisfaction rating of 9 or 10. The value is expressed as a percentage and pulls the result towards the 100% mark.<\/li>\n<li>The term <strong>detractors<\/strong> (critics or complainers) stand for the most dissatisfied part of the target group and includes all participants whose satisfaction is below 7. This value attracts the Net Promoter S<\/li>\n<li>The term <strong>indifferent<\/strong> refers to the range <em>between the promoters and detractors<\/em>, i.e. the number range 7 to 8, which is only indirectly included in the calculation. The proportion of affects the ratio promoters:detractors and pulls the calculation result towards the 0% mark.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Numerical_example_1_100_NPS_positive_Net_Promoter_Score\"><\/span>Numerical example 1:<br \/>\n100% NPS (positive Net Promoter Score)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A Net Promoter Score of 100% is hard to achieve for significant surveys. It would show that all participants in the NPS survey gave 9 or 10 satisfaction points. Such a result is most likely to be plausible with very low participation, but then no valid conclusions can be derived from it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Numerical_example_2_0_NPS_neutral_Net_Promoter_Score\"><\/span>Numerical example 2:<br \/>\n0% NPS (neutral Net Promoter Score)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If the Net Promoter Score is around 0%, then promoters and detractors hold proportionately the balance. The absolute height of the promoter or detractor values is not important. It is also conceivable, for example, that there are no <em>promoters and no detractors<\/em> , but only undecided customers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Numerical_example_3_-100_NPS_negative_Net_Promoter_Score\"><\/span>Numerical example 3:<br \/>\n-100% NPS (negative Net Promoter Score)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If the Net Promoter Score goes towards -100%, then customers are almost completely dissatisfied.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Method_to_optimize_customer_satisfaction\"><\/span>Method to optimize customer satisfaction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Net Promoter Score as a key figure is therefore relatively easy to determine. For this purpose, there are now also a number of online tools that manage the survey process and transfer the collected data into other processes.<\/p>\n<p>For example, NPS can be used alone to optimize customer and visitor satisfaction. It then serves as a pure performance indicator (KPI) and can be used in split testing and A\/B testing. In this way, changes to an online offer can even be automatically optimized for customer and user satisfaction. However, this presupposes that sufficient user experiences can be measured.<\/p>\n<p>In order to be more targeted, however, it is advisable to continue with at least one open question after the question of satisfaction. Open questions (i.e. W-questions) can form the basis for decision-making for optimizations. Here are some examples&#8230;<\/p>\n<ol>\n<li>What did you particularly like?<\/li>\n<li>How can we improve our online offering?<\/li>\n<li>What features do you miss on our website?<\/li>\n<\/ol>\n<p>The answers of the users can be segmented, counted and can determine priorities in the further optimization process.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The term Net Promoter Score describes a key performance indicator (KPI) that is used in marketing and especially in online marketing.&nbsp; NPS reflects user or customer satisfaction . The term comes from &#8230; <a title=\"What is the Net Promoter Score (NPS)?\" class=\"read-more\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/\" aria-label=\"Read more about What is the Net Promoter Score (NPS)?\">weiter<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[641],"tags":[],"class_list":["post-7629","post","type-post","status-publish","format-standard","hentry","category-glossary","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is the Net Promoter Score (NPS)?<\/title>\n<meta name=\"description\" content=\"The term Net Promoter Score describes a key performance indicator (KPI) that is used in marketing and especially in online marketing.&nbsp; NPS reflects\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is the Net Promoter Score (NPS)?\" \/>\n<meta property=\"og:description\" content=\"The term Net Promoter Score describes a key performance indicator (KPI) that is used in marketing and especially in online marketing.&nbsp; NPS reflects\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/\" \/>\n<meta property=\"og:site_name\" content=\"Aloma.de\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-07T13:45:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-27T21:15:54+00:00\" \/>\n<meta name=\"author\" content=\"Redaktion\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Redaktion\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/\"},\"author\":{\"name\":\"Redaktion\",\"@id\":\"https:\/\/www.aloma.de\/en\/#\/schema\/person\/491244ab39190288a8ab7527929889f1\"},\"headline\":\"What is the Net Promoter Score (NPS)?\",\"datePublished\":\"2018-08-07T13:45:00+00:00\",\"dateModified\":\"2023-03-27T21:15:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.aloma.de\/en\/what-is-the-net-promoter-score-nps\/\"},\"wordCount\":785,\"publisher\":{\"@id\":\"https:\/\/www.aloma.de\/en\/#organization\"},\"articleSection\":[\"What is... 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