Glossary
Net Promoter Score (NPS)
A 0-10 loyalty metric: % promoters minus % detractors.
NPS asks how likely someone is to recommend you on a 0-10 scale. Scores of 9-10 are promoters, 7-8 are passives, and 0-6 are detractors. The score is the percentage of promoters minus the percentage of detractors, producing a single number from −100 to +100.
Its value is comparability: one number you can trend over quarters and benchmark against an industry. That is also its weakness - it compresses a lot of nuance, so always pair it with a free-text follow-up ("What is the main reason for your score?") to learn why the number moved.
Placement matters. Because opinions drift as a survey progresses, ask NPS early if it is the priority metric, before other questions prime the respondent. Compare NPS with transactional metrics like CSAT and CES to separate broad loyalty from satisfaction with a specific interaction.