Often used as a barometer for brand health, Net Promoter Score surveys measure customer loyalty by identifying customers as promoters, passives, and detractors by asking:
“How likely are you to recommend ABC Company?”
Answers are then given on a scale of 0-10, with 10 being the “very likely” to recommend. Those who answer 9 or 10 are called “promoters,” and they are your brand’s biggest fans. Passives are customers who answer 7 or 8. Passive customers are not likely to hinder your business with negative word-of-mouth, nor are they likely to recommend your business.