Net Promoter Score or NPS, is a tool that measures the loyalty of the relationships that customers or users of a company maintain with the company itself, the product or service, the website or the application.
The score is obtained from the answers to a single question: How likely are you to recommend our company, product, service, website or application to a friend or family member?
What is Net Promoter Score (NPS)
Net Promoter Score, or NPS, can be defined as the metric that quantifies the number of people who are likely to recommend a site or product, compared to people who are likely to criticize it.
NPS is calculated by asking users to provide an answer. The question is: How likely are you to recommend our company, product, service, website or application to a friend or family member? The answer consists of giving a score on a scale of 0 to 10.
The responses are grouped into 3 categories:
- Promoters: Users who respond with 9 or 10. High satisfaction and high probability of recommendation.
- Detractors: Answers from 0 to 6. Dissatisfaction and high probability of criticism.
- Passives: Users who respond with 7 or 8. That indicates a moderate degree of satisfaction and a low probability of recommendation.
For the calculation, the data of passive users is not used.
The results can range from -100 to +100, being a worrying negative value, since no one will recommend the product, site, service or application. The formula is as follows: NPS = % Promoters – % Detractors.
How NPS Helps User Experience
The results that the Net Promoter Score yields are valued positively by business since something as intangible as loyalty in the customer’s relationship with the company, service, product, website or application becomes quantifiable.
Since NPS is just one question, users are more likely to answer it than if we launch a lengthy survey.
For some time now, it has become commonplace to introduce the NPS in , or even in sessions or .
The NPS can be used after a redesign together with other types of metrics to measure how the redesign affected the loyalty of users with the product, service, website, application or with the company itself.
By quantifying the usability and loyalty of the site before and after a redesign, the company can assess whether the redesign has achieved or generated sufficient return on investment (ROI).
How NPS gets in the way of UX measurement
The NPS does not capture the complete thoughts, feelings, satisfactions or frustrations of the users. Usability can never be quantified through subjective scores. It is also necessary to take into account the success rates and the times in the execution of specific tasks.
On the other hand, NPS is only relevant with a fairly large user response size.
Finally, the fact that the NPS ignores users it categorizes as passive is a huge drawback. If the bulk of the scores is found in this group, it is more than likely that we will find relevant information about the product and the satisfaction of these users.
NPS is primarily used to assess overall customer satisfaction with a company or product. It is not recommended to use it to evaluate user satisfaction with details of the interface or with functionalities.although it can be included in a or in a .
If used in isolation to measure user satisfaction and not just loyalty to the company or product, it does not ensure that the results obtained from users are significant with respect to acceptance of the site’s usability and user experience.
To measure the user experience there are better methods such as .
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