What is Net Promoter Score?

The Net Promoter Score (NPS) measures customer loyalty and satisfaction by asking a single question:

"On a scale from 1 to 10, how likely are you to recommend this product or company to a friend or colleague?"

Respondents also have the option to leave comments that add depth to their numerical score. NPS responses can be classified as follows:

• Promoters (9–10): These customers are your strongest advocates, highly satisfied with your product and likely to promote it through word of mouth.
• Passives/Neutrals (7–8): While not enthusiastic advocates, these customers provide valuable feedback and can help identify areas for improvement.
• Detractors (0–6): These users are dissatisfied and may share negative experiences, potentially harming your product’s reputation.

NPS scores range from -100 to 100, where a negative score indicates more detractors than promoters or passives, and a positive score reflects a healthier sentiment among customers.

Utilizing NPS Feedback in Product Management

Since NPS feedback includes both quantitative scores and qualitative comments, product managers can leverage this information to identify various challenges and customer perspectives. Here are some strategies to help you effectively utilize NPS feedback:

1. Thoroughly Read Comments for Trends

Although this may seem straightforward, many product managers overlook the importance of reading the comments accompanying NPS scores. Analyzing these comments—both positive and negative—can provide valuable insights into current customer sentiments. This is especially crucial when you join a new company, as it helps you understand what is working well and what needs attention.

2. Categorize and Assess Issues

When you analyze NPS feedback over a few months, patterns may emerge indicating improvements or declines in specific areas. For instance, if you notice a rise in complaints about user experience, it signals a need for further investigation to identify the underlying problems.

3. Conduct Additional Research or Collaborate with Teams

Once you've organized and interpreted NPS feedback, take action. If the feedback pertains to your product area, dig deeper using other feedback channels to identify root causes. If the issues relate to another team’s responsibility, proactively reach out to them, sharing your findings and offering assistance to address the concerns.

Useful Links

• Explore product management through my official newsletter.
• Interested in a conversation? Schedule a meeting with me here.
• Check out my product management templates, including user story and epic templates!