When you come across the question ”How likely are you to recommend us to others?” this indicates a company that would like to know its Net Promoter Score. The method behind Net Promoter Score (NPS) is simple to implement, analyze and act on. NPS can predict what customers will do in the future because you ask the simple question ”How likely are you to recommend us to others?”.
Compared to the standard customer satisfaction score, where you ask the customer to tell you about his or her past experience with the company, in an NPS, you ask the customer to say if he/she will come back. Therefore, the difference between loyalty and satisfaction is that satisfaction is something that relates to the past, while loyalty testifies to the customer’s expected future behavior.
In an NPS, the customer will have the opportunity to respond from 0 (not at all) to 10 (very likely). If the customer responds to the first question with a score of 9-10, the customer is a true loyal customer, also called a promoter. 7-8 is regarded as a passive satisfied customer, as the customer probably does not have a strong bond with you and therefore will not unsolicited recommend you to others. If the customer chooses 0-6, the customer is considered non-loyal and is therefore called a detractor. The NPS score is obtained by subtracting the percentage of detractors (0-6) from promoters (9-10).
You can see an example below.