Sales & Marketing Playbook

A net promoter score (NPS) is a customer service metric that is based on a single survey question asking customers to rate the likelihood that they would recommend a company, product, or service to a friend or colleague.  

 

The scale ranges from 0  (least likely) to 10 (most likely). Within these ratings are three distinct groups:

• Customers who respond with a 9 or 10 are considered promoters. Promoters are people likely to become brand ambassadors or recurring customers. 

• Next are customers who respond with a 7 or 8. These customers are considered passives. Passives are somewhat satisfied but won’t go out of their way to promote your brand. 

• Finally, customers who respond with a 6 or below are considered detractors. Detractors are unhappy with their experience, not likely to repurchase, and might negatively impact your brand by sharing the poor experience with the public.

• After collecting these ratings, the net promoter score can be calculated with the equation below. Net promoter scores can range anywhere from -100 to 100. 

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Net promoter scores are helpful to gauge customer satisfaction, loyalty, and predict overall business growth. Additionally, net promoter scores can be treated as a benchmark when comparing your performance from quarter to quarter or even year to year. Finally, net promoter scores are a great tool when comparing yourself to others in the industry. According to a 2023 study by Retently, companies across the logistics and transportation industry averaged an NPS of 41. The van line automatically tracks your NPS for you on your agency dashboard in Access.

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NOW IT’S YOUR TURN! 

As mentioned, NPS is a great way to track your growth or decline over time. On the worksheet below, we’ve set out different periods to track your NPS to see your trends, growth, or decline. Then, within each section are places where you can identify what actions can be taken to turn those passives into promoters and those detractors into passives.