Promoter
A customer who gives a 9 or 10 on NPS, indicating high loyalty and likelihood to recommend.
Category
Customer Experience
Full Definition
In the Net Promoter Score framework, Promoters are customers who respond with a 9 or 10 to the likelihood-to-recommend question. They are your most loyal customers and brand advocates.
Characteristics of Promoters: - Highly satisfied with your product/service - Emotionally connected to your brand - Likely to repurchase and remain customers - Will actively recommend you to others - More forgiving of occasional issues - Less price-sensitive
Value of Promoters: Research shows that Promoters: - Have 2x higher retention rates than Passives - Spend more over their lifetime - Generate referrals worth 80%+ of new business - Provide constructive feedback for improvement - Are 4x more likely to leave positive reviews
Common Use Cases
Real-World Examples
Scenario
A customer gives NPS of 10 with comment: "Best customer service I've ever experienced. Sarah in support went above and beyond!"
Outcome
Company invites this Promoter to leave a public review. They do, mentioning Sarah by name. The review generates 15 new leads.
Scenario
A hotel identifies guests who gave 9-10 ratings and invites them to a "VIP Travelers" program with exclusive perks.
Outcome
VIP members book 3x more often and refer an average of 2.3 new guests each. Program has 500% ROI.
Scenario
A restaurant chain finds that Promoters order 40% more than Detractors and visit 2x more frequently.
Outcome
They calculate a Promoter is worth $847/year vs. $312 for a Detractor. This justifies investment in experience improvements.
Related Terms
Net Promoter Score(NPS)
A metric measuring customer loyalty based on likelihood to recommend your business to others.
Detractor
A customer who gives a 0-6 on NPS, indicating dissatisfaction and potential negative word-of-mouth.
Passive
A customer who gives a 7 or 8 on NPS, indicating satisfaction but low enthusiasm.
Customer Loyalty
The likelihood that customers will continue to do business with you and recommend you to others.