Why NPS matters: a practical guide to measuring advocacy and growth

When I talk to clients, I hear they are often overwhelmed by data, unsure which metrics really matter when it comes to customer satisfaction and business growth. One measure that consistently cuts through the noise is NPS, or Net Promoter Score. Despite its simplicity, NPS can provide deep insight into how customers feel about your brand and, more importantly, how likely they are to recommend you to others.

So, what is NPS? At its core, NPS is a single-question survey asking customers how likely they are to recommend your product or service to a friend or colleague, on a scale of 0 to 10. Based on their score, customers are categorised as Promoters (9–10), Passives (7–8), or Detractors (0–6). Your NPS is then calculated by subtracting the percentage of Detractors from the percentage of Promoters.

Now, why does that matter? Because a customer’s likelihood to recommend you is often a powerful indicator of loyalty, satisfaction and potential growth. Promoters not only stick around longer, but they also actively advocate for your brand, generating referrals and positive word of mouth. Detractors, on the other hand, can do the opposite. Understanding who falls into each group gives you a practical roadmap for improving experiences, resolving pain points, and increasing customer lifetime value.

But here’s the thing: while NPS is simple to execute, it’s only effective when used thoughtfully. I always advise clients to go beyond the score. What are customers actually saying when they leave a comment? What themes are emerging from the feedback? How does the score vary across segments, regions or service lines? When used as a listening tool rather than just a number to hit, NPS can drive meaningful change.

For instance, if you notice a drop in your NPS across two quarters, resist the urge to jump into broad campaigns. Instead, analyse the qualitative feedback. In many cases, you might find that while your product or service remains strong, operational issues—like slower customer support response times—could be dragging the score down. Addressing such underlying factors quickly can lead to a measurable turnaround, often reflected in a stronger NPS in just a few months.

This is the real value of NPS. It opens a conversation with your customers. It helps you track progress over time. And when integrated into your wider marketing , CX strategies and retention strategies, it becomes a tool not just for measurement, but for momentum.

If you’re not already tracking NPS, or you’ve let it become a tick-box exercise, it might be time to revisit it. Used well, it’s one of the most actionable and insightful tools in your marketing toolkit.

If you need some support, then please reach out to me.