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Net Promoter Score (NPS) measures customer loyalty for a particular brand. It is an alternative to traditional customer satisfaction research, and is more connected to revenue growth. NPS can be as low as -100, which means that every customer is a detractor, or as high as +100, which means that every customer is a promotor. An NPS of above 0 is good, and a score of above 50 is excellent. NPS is based on the question “how likely is it that you would recommend this product/service to a friend or colleague?” The answers are then scored from 1 to 10. Scores of 0 to 6 mean the customer is unhappy. Scores of 7 and 8 are considered passive. Scores of 9 and 10 are considered loyal enthusiasts. The scores are then calibrated into NPS.

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