Assessment

CX Insight:

NPS Survey

How many of your customers truly recommend you—or do you only assume they do?
Have you ever calculated how much revenue your Detractors silently cost your business?
Bain & Company states: “NPS leaders outperform their competitors by more than 2×.” — Where do you stand in your industry?
If you knew who your Promoters were, couldn’t you turn them into powerful referral engines?
Reichheld selected just 1 question out of 19 because the likelihood to recommend is the strongest predictor of future growth. Are you asking that question?

depositphotos_63345177-stock-photo-businessman-filling-customer-survey-form

2x+

NPS leaders grow more than twice as fast as the industry average — (Bain & Company)

4.2x

Promoters are 4.2 times more likely to repurchase than Detractors — (Temkin, 2017)

2/3

Two-thirds of Fortune 1000 companies use NPS — a global standard metric.

2 Mins
3 questions (0–10 NPS + reason for choice + open-ended question)
100+ responses (for statistical reliability)
CX Insight

If NPS Is Not Measured Vs. If It Is Measured

If NPS Is Not Measured

If NPS Is Measured

Only 1 out of 26 dissatisfied customers complains; the other 25 leave silently (ThinkJar)

A three-layer early warning system is established through Promoter / Passive / Detractor segmentation.

Acquiring a new customer is 5–25× more expensive than retaining an existing one (HBR)

Promoters are 4.2× more likely to repurchase, turning into an engine for organic growth (Temkin, 2017).

Cost per Detractor: −$57; Revenue per Promoter: +$328 — a 6× difference (Dell/Bain)

With a closed-loop system, converting 2–8% of Detractors can generate $167M in additional annual revenue (Dell/Bain).

Your industry position remains unknown, and benchmarking against competitors is not possible

NPS explains 20–60% of the difference in organic growth (Bain).

89% of consumers switch to a competitor after a poor customer experience (Oracle)

+7 NPS points = 1% revenue growth (LSE, 2005); +10 points = 3.2% increase in upselling (CustomerGauge, 2022).

Customer experience performance is evaluated subjectively, making it difficult to present concrete metrics to the Board

Two-thirds of Fortune 1000 companies use NPS—a universal, single-number, board-ready metric.

What is the NPS Survey (Net Promoter Score)?

The NPS Survey is a global standard metric used to measure customer loyalty and likelihood to recommend, developed by Fred Reichheld in 2003. With a single question scored from 0 to 10, customers are categorized into three segments:

If NPS Is Not Measured? What Changes If It Is Measured?

Challenge	Cost	Solutions	Outcome
Loyalty Blindness	Only 1 out of 26 dissatisfied customers complains; 91% leave silently (ThinkJar/Oracle)	Promoter / Passive / Detractor segmentation makes silent churn visible	The Promoter churn rate is one-third of Detractors (Bain) — enabling proactive customer management
Growth Forecasting	Acquiring new customers costs 5–25× more than retaining existing ones (HBR)	Promoter ratio predicts the referral pipeline; Promoters generate 7× more positive referrals	NPS leaders grow 2×+ faster than competitors (Bain); Wajax: Promoter revenue is twice that of Detractors
Detractor Loss	15% Detractors = $68M annual revenue loss (Dell/Bain); −$57 cost per Detractor	Closed-loop feedback initiates recovery actions for Detractors	Dell: 2–8% Detractor conversion = $167M additional annual revenue; +$328 value per Promoter
Lack of Benchmarking	NPS explains 20–60% of differences in organic growth, but companies that do not measure it remain blind (Bain)	Quarterly comparisons with industry NPS benchmarks	Clear competitive positioning; Heineken: Promoter gross profit grows 3× faster than Detractors
Unclear CX ROI	89% of consumers switch after a poor customer experience (Oracle); 22% reduce spending	+7 NPS points = 1% revenue growth (LSE, 2005); +10 points = 3.2% upsell increase (CustomerGauge)	Customer-experience-focused companies achieve 1.4× faster revenue growth and 1.6× higher CLV (Adobe)
Management Visibility	83% of consumers trust recommendations from people they know (Nielsen), yet many companies do not measure this	A single-number, universal, board-ready metric used by two-thirds of Fortune 1000 companies	A 2% reduction in Detractors = 0.83% additional growth (LSE); improved accountability at the Board level

Customer Voice

“Until we started measuring NPS, we didn’t realize that 22% of our customers were Detractors. Within the first six months, we reduced the Detractor rate from 22% to 11% through Closed-Loop actions. Each converted Detractor generated an average of ₺85,000 in additional annual revenue for us.”

— CX Director

B2B Technology Company

“With the NPS program, we increased our Promoter rate from 35% to 58%. The share of customers coming through referrals rose from 12% to 28%. Now, in board meetings, the NPS trend is considered just as important as sales data.”

— CXO

Telecommunications Sector

Product Overview — Specifications

NPS Survey (Net Promoter Score Survey)

Product Name

CX Insight — Measurement Layer

Survey Category

SP1 In-House

Partner

CUSI

Product Category Code

Execution

Challenge Tier

CXD (Customer Experience Design)

Expertise

Growth & Revenue (GRO)

Responsibility Area

Reichheld NPS (2003) + Closed-Loop Feedback + Sectoral Benchmarking

Methodology

CXG (Primary) | GROC | INSM | PERC | STRG | RESC

Challenge

ENG (Engage)

Flywheel

CRO (Chief Revenue Officer) | CXO | Sales & Marketing Leaders

Target Audience

3 questions (0–10 NPS + Reason for Score + Open-ended question)

Number of Questions

2 minutes

Completion Time

100+ responses (for statistical reliability)

Minimum Participants

QuestionPro Online Platform (email / link / SMS / QR code)

Delivery Method

TR / EN (Multilingual survey)

Language Options

NPS = % Promoter − % Detractor (−100 → +100)

Scoring

NPS Score + Trend + Segment Distribution + Benchmark + Detractor Analysis + Open-ended Theme Analysis

Reporting

Industry NPS Benchmark + Periodic Trend (T1 vs T2)

Benchmark

Touchpoint-based NPS (Sales, Support, Onboarding) + Customer segment breakdown

Customization

Project Manager

Included

Project-based (depending on organizational size and scope)

Pricing

Sales & Marketing Metrics

Research data and statistics related to NPS that can be used in the sales process. Data already used in S2 and S6 has been excluded.

NPS & Revenue Relationship

7-point increase in NPS = 1% revenue growth (London School of Economics, 2005)

Industry leadership in NPS explains 20–60% of the difference in organic growth (Bain & Company)

Customer-focused companies grow revenue 1.4× faster and increase lifetime value by 1.6× (Adobe)

Dell: 15% Detractors = $68M revenue loss; 2–8% conversion = $167M annual increase (Bain & Company)

NPS & Customer Behavior

Promoters are 5.6× more likely to forgive mistakes (Temkin, 2017)

Promoters are 7.2× more willing to try new products (Temkin, 2017)

Median NPS in 2025: 42 — declining trend in 10 out of 11 industries (Survicate, 2025)

62% of companies cannot calculate the ROI of customer experience (CustomerGauge)