“How much it is likely that you recommend `{`Company X`}` to your friend?” – this is a basic question asked during the NPS survey
The test corresponds to a 11 – point scale:
0 – I’ll definitely not recommend, 10 – I’ll certainly recommend
Survey participants are divided into 4 groups:
• brand critics (detractors) – respondents replying 0-6 – which is a group of unhappy customers who will not recommended company X,
• neutral (passives) – respondents replying 7-8 – are the people happy, but not loyal, vulnerable to competitive offerings,
• brand promoters (promoters) – respondents replying 9-10 – representing enthusiastic loyal customers who will recommend a company X and will drive its development.