The loyalty score

Net Promoter System


Client Culture uses the Net Promoter System (NPS)*, the global standard in loyalty measurement. Your Net Promoter Score is visible in your dashboard. 

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Promoters, detractors and neutrals

NPS identifies clients as either promoters (a client who responded to the survey question with a score of 9 or 10), neutrals (scores of 7 or 8) or detractors (scores of 6 or less).


Net Promoter Score

The Net Promoter Score (or NPS) is the percentage of promoters minus the percentage of detractors. The score below, of 48, comes from 65% of clients being promoters minus 17% of clients being detractors. 

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Comparisons by category


You can compare client loyalty by various categories such as client value (e.g. Platinum, Gold, Silver), client duration (how long have they been a client), client industry or another category of interest to your firm.  

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Comparing teams, divisions, professionals

If you manage staff or teams you can quickly see survey results in your dashboard - either NPS or total numbers of promoters, neutrals and detractors.

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Firm benchmarking

Compare yourself to the leaders in client loyalty in your sector.

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Top questions about NPS


What is the net promoter score out of?

The score can range from -100 to +100. If 100% of your clients are promoters then your score is 100. If 100% of your clients are detractors, then your score is -100. If you have as many promoters as detractors then your score is 0. 


What is a good net promoter score?

Scores vary by industry and sector. Since word-of-mouth is crucial for most services firms, successful firms typically have scores above 50. We can help you benchmark your score for your particular services sector.       

Why do some people criticise NPS?

In some organisations, particularly very large ones, the NPS process can become too score focused. Linking remuneration to score results can distort behaviours and encourage cynicism. The focus should always be on continuous service improvement. 


*Net Promoter, Net Promoter Score, and NPS are trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.