Oct 1, 2019


Min Read


Divya Kandwal

How frequently should a brand measure its Net Promoter Score®?


Net Promoter Score® is a metric that companies use to manage Customer Experience. Although, seemingly simple, it is an accurate predictor of Growth. Furthermore, it quantifies customer loyalty and recommendation, both of which are essential for long-term Growth.

Net Promoter Score® is based on 1 question,

“On a scale of 0 to 10, how likely are you to recommend (a product/service)?

Net Promoter Score® scale Numr Research Text Analytics customer feedback

Customers rate on an 11-point scale. Briefly, customers who rate 9 and 10 are called Promoters. Whereas, customer who give a score of 7 and 8 are Passives. And, customer who rate less than 6 are Detractors. Now, the NPS® is calculated by subtracting the percentage of Detractors from Promoters. (Read more on that, here)

Frequency of measuring Net Promoter Score®

Basically, how frequently you should be measuring your Net Promoter Score® depends on the type of NPS® in question. Broadly, there are two kinds of NPS®. Namely,

  1. Transactional NPS®
  2. Relational NPS®

Since, Transactional NPS® is a real time NPS®, you should measure it immediately after a transaction. In short, you should be measuring it all the time. Reason being, customer satisfaction across all touchpoints should be measured. You cannot know which touchpoint/interaction has the most impact on Customer Loyalty without Transactional NPS® survey.

On the other hand, companies do Relational NPS® regularly to measure Brand Health and Customer Loyalty. The frequency of measuring Relational Net Promoter Score® varies depending on how fast the market is moving. Therefore, the ideal frequency is industry specific.

However, as a good rule on thumb, once a month is preferable. NUMR, a customer experience management (CXM) company advises to measure Relational NPS® at least once a quarter.  Reason being, customer opinions change and evolve. Therefore, measuring NPS® regularly is important to engage and identify those changes as they happen. Furthermore, a regular NPS® survey creates a platform for constant customer engagement and sustained Growth.

To conclude, NUMR recommends regular NPS® surveys for organic, long term growth.

*Net promoter Score® and NPS® are registered  trademarks of Bain & Company, Satmetrix and Fred Reichheld

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