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Chapter 2 · Survey: Measurement and Scaling · Slide 77/274

Net Promoter Score® — a predictor of company growth?

„How likely is it that you would recommend company/brand/product X to a friend, relative or colleague?"

2.5 · Reliability and Validity Application · A single question

Net Promoter Score® — a predictor of company growth?

„How likely is it that you would recommend company/brand/product X to a friend, relative or colleague?"

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Detractors
Passives
Promoters
Net Promoter Score = % Promoters − % Detractors → NPS−100 % … +100 %
5–10 %
Average companies
45 %
Companies with open growth potential
50–80 %
Market leaders with high growth potential

Source: Reichheld, Fred (2003) “One Number You Need to Grow”, Harvard Business Review

QUESTIONSTAR · Dr. Paul Marx 77 / 274
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