Consumer Engagement

The NPS as a tool for measuring customer loyalty

What lies behind the NPS?

The Net Promoter Score (NPS)® is an instrument for measuring the loyalty of your customers towards your company or your services and is often used in the field of marketing. The Net Promoter Score (NPS) was developed by Fred Reichelt and introduced by Bain & Company in 2003. This KPI measures the loyalty of customers with just one question, asking them about their willingness to recommend the company to acquaintances or friends:

„Would you recommend our company to friends or acquaintances?“

How does the NPS work?

Frequently, a free text field is appended to the NPS question to determine strengths and weaknesses. Depending on the answers your participants are divided into three categories, the NPS is calculated from the percentage of promoters minus the percentage of detractors. Thus a so-called score is calculated, which lies between -100 and +100. In general, the rule applies: The higher your Net Promoter Score, the higher the loyalty of your customers.

What distinguishes Promoters from Detractors and Passives?

In open end questions, Promoters and Passives very often leave a similar level of positive remarks concerning a particular subject. However, there often are huge differences regarding the negative remarks of the two groups. With the help of our automated text analysis tool via artificial intelligence (AI) you can find out where the significant differences lie and get an overview at which touchpoints you should make optimizations.


Automatically identify key drivers of customer loyalty

Respond to customer feedback at the point of sale
Reduce the churn rate of your customers
Generate insights across all touchpoints


Keep an eye on the development of your NPS and thus on your customers‘ loyalty. However, equally important is the implementation of measures based on the NPS scores you have collected across all your departments such as After Sales Service or Support. Ideally, you can now benchmark your own NPS scores with the scores of your competitors. Benchmarking should be a continuous comparative analysis with your most important competitors. The aim is to identify and close any performance gaps that may occur.

Use our templates to add relevant questions to your NPS survey.

Customer Experience

Customer experience is crutial for the success of your business, whether you are a CX professional or not.

Customer Service Evaluation

Measure and continuously improve the performance of your customer service.

Customer Satisfaction

Close the gap between customer expectations and reality with customer feedback management.

Customer Centricity

Focus on your customers with feedback management and make your products more successful.

Customer Journey Mapping​

Collect feedback from your customers at every touchpoint along the customer journey.

Churn Management

Churn prevention: reduce the churn rate of your customers through feedback management.

We create interactive dashboards for you to view results of various surveys simultaneously and in real-time.

Data Collection

You invite participants to your survey yourself or we recruit your target group via our Online Access Panel.

Through our panel we can provide survey participants in over 15 countries.

Through our partner network, we have access to survey participants from over 100 countries.


We specify the questions for your market research project and provide questionnaire templates or develop a bespoke questionnaire for your research project.

We help you to define your specific target group.


Get real-time results through our online reporting. Create, share and send reports.

Our Customer Success Team carries out in-depth analyses with your data and prepares meaningful reports in PowerPoint or any other format.

Do you have any questions about NPS?

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