Customers Recommendation

% of customers who are satisfied with [specify the product / service / business] and would recommend it to other people

This indicator uses a Net Promoter Score (NPS) methodology to measure customer loyalty by asking how likely customers are to recommend a company, product, or service to others. NPS provides a simple, standardised way to gauge overall customer sentiment and predict future behaviors such as repeat purchases and positive word of mouth.

Collect the following data by conducting individual interviews with a representative sample of users of the given service/ product, or by having them complete a questionnaire:

 

RECOMMENDED SURVEY QUESTION (Q) AND POSSIBLE ANSWERS (A)

Q1: On a scale of 0 to 10, how likely are you to recommend [specify whom or what] to a friend? 0 means “not at all likely” and 10 means “extremely likely.

A1: Scale 0 to 10

 

To calculate a Net Promoter Score (NPS):

-   Group respondents based on their scores as follows: those who score 0–6 are classified as Detractors, those who score 7–8 are Passives, and those who score 9–10 are Promoters.

-   Ignore the Passives and subtract the percentage of Detractors (= those who would not recommend you) from the percentage of Promoters (= those who would recommend you).

-   For example, if 50% of respondents are Promoters and 20% are Detractors, then your NPS is 50 - 20 = 30. The NPS can range from -100 to 100.

Disaggregate the data by gender, age group, and other criteria relevant to the content and focus of your intervention. Segregated data can show you which (types of) people are likely to be the best promoters (but also detractors) of the given business / product / service.

 1) NPS was developed for commercial contexts, primarily in high-income countries. Use the indicator only if respondents:

   - are familiar with the concept of a 0 to 10 scale and understand its meaning;

   - understand what it means to recommend a business, service, or product; and

   - are likely to share their true opinions.

If these conditions are not met in your context, consider using other metrics, such as the simpler Customer Satisfaction Score.

 

2) Understanding the reasons behind respondents’ scores can be just as valuable as the Net Promoter Score itself. Always ask: “What is the primary reason for your score?” and “What could be done to improve your experience?” If you use predefined answer options, tailor them to the context, such as whether you are measuring a business, a specific product or service, or a potential employer.

 

3) Cultural norms and local context can strongly influence how people respond to NPS questions. Pre-test your questions, adapt wording as needed, and interpret results with care. Always ensure respondents feel safe to answer honestly, and use their feedback to inform and improve your interventions.