5 Steps That Drive Positive Net Promoter Score

Net Promoter Score (NPS) is a measure of customer loyalty in the contact center captured through post-engagement surveys. It is based on customer answers to the question: How likely is it that you would recommend our company/product/service to a friend or colleague?

A simple explanation of calculating Net Promoter Score: The customer answers the question with a number of 0 to 10, with 10 representing most likely. Those whose responses are from 9 to 10 are Promoters; from 0 to 6, they’re Detractors; and from 7 to 8 are Passives, according to Bain & Co., which developed the system. To arrive at NPS, the percentage of customers who are Detractors are subtracted from the percentage who are Promoters. NPS can range from -100 to +100. The low score means everyone is a Detractor of the service, while the high indicates everyone is a Promoter. When NPS is higher than 0, that’s considered good; higher than +50 is considered excellent.

Understanding NPS provides a foundation for building better and deeper relationships with customers.

The mission of a customer-focused brand is to provide a transformational experience to customers whether they browse, buy, renew or return. When designing contact center policies and training, consider these five steps of transformational experience to drive positive Net Promoter Score, which can translate to higher customer loyalty, increased lifetime value and rising revenue.

Step 1: Listen and Engage.

  • Train Brand Specialists to engage with the customer by actively listening and giving customers a chance to speak and be heard.
  • Specialists should be patient, express empathy and, when appropriate, apologize sincerely.
  • Brand Specialists should build rapport with the customer by tailoring their approach and responses to them.

Step 2: Assess and Consider.

  • As Brand Specialists work with the customer, they should ask, “What can we do to make it right?” and determine how to do this within reason.
  • Coach Brand Specialists to use their judgment and to look for ways to gain the customer’s confidence.
  • Specialists should attempt to match a solution to the connection that requires low effort from the customer and allows resolution on this contact.

Step 3: Solve and Deliver.

  • Brand Specialists should use a tailored approach and response to the customer to show thoughtfulness.
  • It’s more about making the situation right than about giving away “freebies.”
  • Train specialists for the brand’s policies for certain solutions, but have avenues available for special situations. Design policies with latitude from the brand.

Step 4: Exceed Expectations.

  • Go above and beyond to find out what the customer wants.
  • Summarize action taken and what to expect next, creating a ‘Wow’ experience in which the customer leaves happy with the service provided.

Step 5: Transform the Experience.

  • Tips 1 through 4 should come together to create this transformational experience. They should allow the Brand Specialist to shift the customer’s perception, keep promises and act on the customer’s needs.
  • Establishing or re-establishing the customer’s trust helps to build lifetime customers.


Cultivating customer loyalty can result in higher customer spending, more recommendations and increased profitability. A full 66% of U.S. consumers spend more on brands to which they are loyal, according to Accenture. And 55% of U.S. consumers express loyalty by recommending the brands and companies they love to family and friends, the company says. Consider these 5 steps when you formulate strategy around Net Promoter Score and the transformational experience to measurably increase customer loyalty and walk you down the path of financial growth.