● Customer reviews
NPS (Net Promoter Score)
Score from −100 to +100 measuring how likely a customer is to recommend your brand. Key indicator of customer loyalty and satisfaction.
Full definition
The Net Promoter Score (NPS) is a metric created in 2003 by Fred Reichheld and popularized by Bain & Company. It is based on a single question asked to customers: "How likely are you to recommend [brand] to a friend or colleague?"
Respondents rate from 0 to 10 and are grouped into three categories:
- Promoters (9–10): enthusiastic customers who actively recommend your brand
- Passives (7–8): satisfied but not engaged customers
- Detractors (0–6): unhappy customers who may damage your reputation
NPS = % Promoters − % Detractors. It ranges from −100 to +100. A positive score is generally good; above 50 is excellent.
Concrete example
Out of 100 surveyed customers: 60 answer 9 or 10 (Promoters), 25 answer 7 or 8 (Passives), 15 answer between 0 and 6 (Detractors).
NPS = 60% − 15% = +45. A solid score for an e-commerce retailer. For reference, Apple hovers around +72 and Amazon around +55.
With Review Collect
Review Collect integrates NPS calculation directly into its analytics dashboard. After each purchase, your customers automatically receive the NPS question by email or SMS. The score is calculated in real time and alerts you as soon as a Detractor is identified — so you can act before they leave a negative review.
