- Promoter
- NPS score 9-10. Your most valuable customers with 2-3x higher CLV and active recommendation.
Promoters in Practice
Promoters and the NPS Calculation
NPS = % Promoters (9-10) - % Detractors (0-6)
Promoters are the positive component in the NPS calculation. Increasing the share of Promoters, not just by reducing Detractors, is an active growth strategy.
Most organisations focus exclusively on reducing Detractors. That is important, but it is only half the equation. Moreover, the other half is understanding what creates Promoters and systematising those experiences.
What Creates Promoters?
Research and VoC data consistently point to the same drivers:
- Reliability: The product or service delivers what was promised
- Problem resolution: When something went wrong, it was resolved quickly and effortlessly
- Human connection: Employees who show genuine care and personality
- Surprise: Experiences that exceeded expectations (not necessarily dramatically)
Promoter-Driven Growth Drivers
- Organic growth: New customers who came via Promoters' recommendations are typically more loyal and have lower churn than customers acquired through paid channels
- Upsell/cross-sell: Promoters are more receptive to new product offerings and upgrades
- Feedback quality: Promoters provide constructive, detailed feedback that can improve the product for all customers
Promoter Activation Framework
| Action | Time investment | ROI potential |
|---|---|---|
| Trustpilot/Google review | Low | High (SEO + social proof) |
| Case study / testimonial | Medium-high | High (B2B sales) |
| Referral program | Low for the customer | High (new customer acquisition) |
| Advisory board | High | Very high (product input) |
Frequently Asked Questions
Identify them via NPS and invite them to specific actions: Trustpilot review, case study, referral programme, advisory board. Timing is critical. Contact them within a week of a positive experience. Indeed, the longer you wait, the lower the conversion rate.
Yes, and it happens more often than you might think. A single bad experience can quickly convert even a loyal Promoter into a Detractor. A difficult return, a slow support case, or a disrespectful price increase is enough. Therefore, ongoing NPS measurements help detect these conversions early.
Want to measure Promoter?