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NPS Promoters

In the context of Net Promoter Score (NPS), a “Promoter” refers to a category of respondents in the NPS survey who have given a high rating to the question, “How likely are you to recommend our product/service/company to a friend or colleague?” Promoters respond with a score of 9 or 10 on a scale typically ranging from 0 to 10.

Promoters are delighted customers who are likely to continue doing business with the company and are enthusiastic about recommending it to others.

Role in NPS calculation

To calculate the NPS, the percentage of Detractors is subtracted from the percentage of Promoters. Passives are counted in the total number of respondents but do not directly impact the score. Promoters are the only group that contributes positively to the NPS.

Impact on positioning

Identifying Promoters is a key aspect of calculating the Net Promoter Score. When positioning your product, NPS Promoters can be your greatest allies. Their enthusiasm and positive experiences can help you:

  1. Establish credibility: Promoters’ genuine endorsements serve as social proof, showing potential customers that your product delivers on its promises.
  2. Differentiate from competitors: Promoters can highlight unique features or benefits that set your product apart, helping you stand out in a crowded market.
  3. Reach new audiences: Promoters who share their experiences with friends and colleagues can introduce your product to new customer segments you may not have considered.
  4. Refine your positioning: Promoters’ feedback can provide valuable insights into what aspects of your product resonate most with customers, allowing you to refine your positioning strategy.
  5. Reduce churn: Promoters will likely remain loyal to your brand over the long term. By recognizing and nurturing these relationships, you can strengthen customer retention efforts. Satisfied customers who feel valued are less likely to churn, leading to greater stability and sustainability for your business.

Leveraging Promoters’ Voices

To maximize the impact of NPS Promoters on your product positioning, consider the following strategies:

  1. Showcase testimonials: Feature Promoters’ glowing reviews and stories on your website, marketing materials, and social media channels to reinforce your positioning.
  2. Encourage user-generated content: Invite Promoters to create content, such as blog posts, videos, or social media updates, that showcase how your product fits into their lives and solves their problems.
  3. Collaborate on case studies: Work with Promoters to develop in-depth case studies highlighting the tangible results and benefits they’ve experienced using your product.
  4. Involve Promoters in beta testing: Engage Promoters in testing new features or product iterations to gather feedback and ensure your positioning remains aligned with customer needs.

By amplifying the voices of your NPS Promoters, you can strengthen your product positioning and build trust with potential customers.

The Positioning-Promoter Feedback Loop

As you leverage NPS Promoters to refine your product positioning, you may find that a virtuous cycle emerges:

  1. Your positioning attracts more customers who fit your product well.
  2. These customers have positive experiences and become Promoters.
  3. Promoters’ feedback and advocacy further reinforce and refine your positioning.
  4. The cycle repeats, continually strengthening your market position.

This feedback loop underscores the importance of identifying NPS Promoters and actively engaging with them to gather insights and support your positioning efforts.

NPS Promoters and Loyalty

By definition, NPS Promoters are willing to recommend. Willing to recommend is often seen as a strong indicator of loyalty, as customers are putting their reputation on the line to endorse the brand. However, it’s crucial to recognize that NPS is a snapshot in time – it captures a customer’s sentiment at the moment they are surveyed. While Promoters are more likely to exhibit loyal behaviors, such as repeat purchases and positive word-of-mouth, their loyalty is not guaranteed.

The Spectrum of Loyalty

Customer loyalty exists on a spectrum; not all Promoters are equally loyal. Some may be enthusiastic about a recent experience but could easily switch to a competitor if a better offer comes. Others may have a deep, emotional connection to the brand and stick with it through thick and thin.

To truly assess the loyalty of your NPS Promoters, consider additional factors:

  1. Repeat purchases: Do your Promoters consistently choose your brand over competitors?
  2. Engagement: Do they actively participate in your brand community, events, or feedback opportunities?
  3. Resistance to competitors: Are they willing to pay a premium or forgo discounts to stay with your brand?
  4. Emotional connection: Do they express a strong affinity for your brand values and mission?

Nurturing Promoter Loyalty

While NPS Promoters may not be unconditionally loyal, they are still valuable assets to your business. To cultivate and maintain their loyalty, consider these strategies:

  1. Personalized engagement: Show Promoters that you value their needs and preferences through tailored communications and offers.
  2. Exclusive benefits: Reward Promoters with special perks, such as early access to new products, exclusive events, or loyalty programs.
  3. Continuous improvement: Regularly seek Promoters’ feedback and act on it to show that you’re committed to meeting and exceeding their expectations.
  4. Emotional connection: Foster a sense of shared values and community among Promoters to deepen their emotional bond with your brand.


NPS Promoters are more than just a metric – they are powerful allies in defining and reinforcing your product positioning. By leveraging their voices, feedback, and advocacy, you can create a compelling narrative that resonates with your target audience and sets your product apart from the competition. So, don’t just track your NPS Promoters – empower them to help shape your product’s position in the market.

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