What is a Net Promoter Score?

The Net Promoter Score (NPS) is a key performance indicator of customer satisfaction. It is quite easy to obtain NPS data, as nowadays there is a huge focus on collecting customer data via surveys, interviews, chatbot interactions etc. All you need is one simple question for your customers: “On a scale of 1–10, how likely are you to recommend this product?”

Anyone who scores a 9 or 10 is considered a “promoter”, while all the unhappy people from 0 to 6 are “detractors”.  The NPS is calculated by subtracting the number of detractors from the number of promoters and dividing by the total number of respondents. It sounds easy enough, but knowing the best way to use and act upon this information is a more challenging step.

Why is NPS important?

Maximising the NPS index through improved customer feedback is something that is a great concern of all customer experience managers. But what is the best way to understand what aspects of the customer experience affect the Net Promoter Score? What is actually driving changes in customer satisfaction?

How does Gavagai handle the Net Promoter Score?

A key feature of the Gavagai Explorer is the functionality to analyse texts annotated with metadata. This allows you to tie your data analysis to the NPS metric, directly connecting your insights to the relevant customer NPS score.Net Promoter Score


While working on your analysis, you can sort customer responses by NPS score and see answers coming from promoters and detractors separately, or combine them the way you want. It allows an analyst to see the most relevant topics for different categories of customers – what makes promoters happy and loyal, what irritates the detractors most and what can still be improved to convert more slightly satisfied customers into very satisfied customers.