Net Promoter Score Explained The Net Promoter Score is an index ranging from -100 to
“On a scale of 0 to 10, how likely are you to recommend GGA to a friend or a colleague?” Based on their rating, stakeholders are then classified in 3 categories: detractors, passives and promoters.
100 that measures the willingness of
stakeholders to recommend an organization to others. It is used as a proxy for gauging the stakeholder’s overall satisfaction with an organization’s work their loyalty to the brand.
DETRACTORS ‘Detractors’ gave a score lower or equal to 6. They are not particularly thrilled by the
PASSIVES ‘Passives’ gave a score of 7 or 8. They are somewhat satisfied but could easily switch to a competitor’s offering if given the opportunity. They probably wouldn’t spread any negative word-of- mouth, but are not enthusiastic enough about your products or services to actually promote them.
PROMOTERS ‘Promoters’ answered 9 or 10.
They love the organization’s products and
organization. They, with all likelihood, won’t engage or advocate and could
services. They are the repeat buyers, are the enthusiastic evangelist who recommends the products and services to other potential buyers.
Net Promoter Score Calculation
Stakeholders are surveyed on one
potentially damage the organizations reputation through negative word of mouth.
single question. They are asked to rate on an 11-point scale the likelihood of recommending the organization to a friend or colleague.
The Net Promoter Score (NPS) is determined by subtracting the percentage of stakeholders who are detractors from the percentage who are promoters. What is generated is a score between -100 and 100 called the Net Promoter Score. At one end of the spectrum, if when surveyed, all of the customers gave a score lower or equal to 6, this would lead to an NPS of -100. On the other end of the spectrum, if all of the customers were answering the question with a 9 or 10, then the total Net Promoter Score would be 100. 0 2 4 6 8 1 3 5 7 9 10
Not likely to recommend
Extremely likely to recommend
NPS = % - %
GGAwill use net promoter score to: • Establish a baseline with our various stakeholders • Develop and execute programs that grow NPS. • Drive membership, engagement and revenue growth.
Georgia Grantmakers Alliance // SOAR Analysis & Net Promoter Score
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