The reason promoters are such a vital customer segment is that they are brand advocates and are associated with revenue growth. On average, a promoter will recommend a company to about 3.5 people and is more than 5 times as likely to make a repurchase. These customers are also much more forgiving of company errors or mishaps than are passives or detractors. Brands can increase their NPS score by focusing on the number of promoters and implementing responsive strategies to convert passives and detractors.
Net Promoter Score, although seemingly very simple, is a quick and efficient resource to gauge the level of loyalty among customers through the likelihood of recommendations. For the metric to have a lasting effect on business, companies need to regularly survey their customers and communicate throughout the customer journey; keep track of customer responses, be they negative, positive or indifferent; and proactively address them.