Understanding Promoters as a Net Promoter Score Customer Service KPI

Overview of Promoters

In the framework of Net Promoter Score (NPS) within customer service, 'Promoters' is a key performance indicator (KPI) that quantifies the number of customers who are enthusiastic and loyal — those who would not only keep purchasing from a business but also refer the business to others.

Promoters are identified through an NPS survey. They are those customers who provide a score of 9 or 10 in response to the question "On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?" The more promoters a company has, the more organic growth it can expect through word-of-mouth referrals, improving the overall reputation and trust in the brand.

Calculating Promoters

The 'Promoters' in an NPS survey is a count of the number of respondents who give a score of 9 or 10. Counting promoters is straightforward—you simply tally up the number of responses in this range. However, to get the proportion of promoters in relation to all respondents, which is more useful for NPS calculation, you need to use the total number of survey respondents.

Here's the formula represented in more detail:

Promoters Percentage = (Number of Promoters / Total Number of Survey Respondents) * 100

By identifying and understanding their promoters, companies can gain insights into what is most appreciated about their products or services. They can then leverage this information to improve customer experience, drive customer loyalty, and tap into a powerful source of organic growth.