Net Promoter Score (NPS) is a measure of customer loyalty derived from responses to a single survey question: “How likely are you to recommend [COMPANY] to a friend or colleague?” Developed by Satmetrix, Bain & Company, and Fred Reichheld, the concept was first popularized through Reichheld’s book, The Ultimate Question. It has since been embraced by thousands of leading companies worldwide. Studies done by Reichheld and Satmetrix determined the “likely to recommend” question had the strongest statistical correlation with repeat purchases and referrals. Based on the initial research conducted, the Net Promoter question is intended for use predominately in relationship surveys. However, it is often used in other surveys such as product feedback, support, and training.

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