Net Promotor Score - NPS
Updated
How do your clients really feel about your practice? Your Net Promoter Score (NPS) will provide valuable insight into how satisfied your existing clients are with your practice.
What is a Net Promoter Score?
A business’ NPS reveals customer satisfaction and loyalty based on the customers’ likelihood to recommend the business itself, or its products or services, to others.
How is NPS calculated?
The NPS formula is simple. Existing customers are asked one question, and their answer determines which category they fall into.
One question:
- On a scale of 0 to 10, how likely is it that you would recommend [organization, product, or service] to a friend or colleague?
Three categories:
- Promoters — Answered 9 or 10, and are typically loyal and enthusiastic customers who are so happy they will refer others.
- Passives — Answered 7 or 8, and are satisfied with your service, but won’t refer others. They could be vulnerable to competitive offerings.
- Detractors — Answered 0 to 6, and are unhappy customers who are unlikely to use your services again. They may even discourage others from buying from you.
Your NPS can be determined by subtracting the percentage of detractors from the percentage of promoters. The percentage of passives is not used in the formula.
Here’s an example:
Tomorrow, you survey 100 clients and ask them the NPS question. Of those 100 clients, 57 respond to the survey.
- 50 of 57 clients (88%) answered 9 or 10. These clients are promoters.
- 5 of 57 clients (9%) answered 7 or 8. These are passives.
- 2 of 57 clients (3%) answered 0 to 6. These are detractors.
88% promoters – 3% detractors = 85 NPS
What’s a good NPS?
Of course, it would be wonderful if your practice had an NPS score of 100, because that would mean that every client was so happy that they’d recommend your practice to other pet owners they know. But that’s nearly impossible. Some of the best known, high-performing companies don’t reach 100: In 2020, Amazon’s NPS was 62, Apple’s was 65, Starbucks’ was 77, and Vet2Pet’s was 78! Some businesses even have a negative NPS!
So, what’s a good NPS? Here’s what the experts suggest:
0–19: Good
20–49: Favorable
50–69: Excellent
70–100: World-class
