The Net Promoter Score is a customer loyalty metric curated by Bain & Company. It maps customer experience as a whole. The Net Promoter Score scale identifies happy customers, customer lifetime value, those at the risk of churn and customer sentiment.

As brands grow, it’s easy to categorize customers into personas. However, the brands that successfully turn customers into loyal ambassadors share one common trait: an obsessive focus on customer experience. These brands boast the highest Net Promoter Score (NPS) and actively work to convert detractors into promoters.

Benefits of Improving NPS

Improving NPS can give you a roadmap on areas of improvement, customer’s role in the organisation, and how your brand performs in relation to your competitors. It is useful for:

• Increasing current revenues
• Increasing customer lifetime value CLV
• Learning customer sentiment sat touchpoints
• Improving retention
• Reducing customer effort
• Reducing customer churn

Calculate your Net Promoter Score here with our NPS calculator. 

How to Improve Net Promoter Score?

Here are 5 key principles that can help brands improve Net Promoter Score.

1. Treat a customer as an individual. Personalize consistently

Netflix pioneered the use of recommendation engines to curate content tailored to individual preferences. With an impressive NPS of 68, Netflix stands well above its competitors. While not all brands can implement such advanced personalization, small gestures can make a significant impact. A personalized greeting, acknowledging customer birthdays or anniversaries, and offering exclusive deals encourages customer delight. A human touch—whether through phone calls, chat support, or in-person interactions—is an underrated but powerful way to focus on customer loyalty.

2. Provide solutions, not just promises

Amazon sets a high standard with an 80% First Contact Resolution Rate. As per the First Contact Resolution, 80% of customer issues are to be resolved in the first interaction. Amazon’s NPS of above 60% reflects the effectiveness of this approach. Customers dislike long wait times, endless transfers, and unresolved complaints. Empowering customer service teams with the right tools, training, and decision-making authority gets faster, more effective resolutions. This builds a high retention rate. 

3. Focus on distressed customers:

Apple proactively contacts detractors (those who rate them below 6 on NPS surveys) to resolve issues. This strategy has led to increased future purchases from these customers, generating an additional $25 million in revenue. 

Apple’s NPS of 82 speaks to the success of this approach. Addressing unhappy customers quickly prevents negative word-of-mouth. It can even turn a bad experience into a long-term relationship. Exceptional customer recovery strategies require active listening, quick problem-solving, and structured standard operating procedures where necessary.

4. Engage visitors efficiently:

Airbnb collects feedback from over 600,000 guests at multiple touchpoints, both pre- and post-booking. With an NPS of 74, Airbnb proves that proactive listening can improve retention rates. Many visitors browse without making a purchase—engaging them meaningfully can turn them into paying customers. While aggressive sales tactics may backfire, offering relevant information (FAQ segment), personalized suggestions, and human interaction can significantly boost conversions. 

5. Make customers feel valued:

Chick-fil-A reviews over 20,000 customer feedback points daily through surveys, social media, and customer service interactions, earning an NPS of 67. Many brands rely on long, tedious surveys that make them seem disconnected from their customers. Instead, conversational surveys through messaging apps provide a more engaging way to gather feedback. Adopting new technologies allows brands and customers to communicate seamlessly, improving response rates and fostering stronger relationships.

Track NPS to Improve Customer Experience

Create a baseline NPS metric for your organisation and track progress. This will help you identify how to improve metrics and CX on a granular level. 

Collect feedback from customers

A simple approach is to collect customer feedback via NPS survey questions. Establish a benchmark and measure the customer’s relationship with your brand. This will help you identify unhappy customers and happy buyers across transactions and touchpoints. 

This can be done via WhatsApp surveys, dynamic email surveys and Facebook messenger. These are responsive mediums that people have access to. Personalizing and optimizing NPS feedback campaigns will enable you to get quality data for better customer experiences.

Actively identify detractors and promoters 

People who have had positive experiences with your brand are promoters. People who have had negative experiences are detractors. Brands need to offer a consistent quality of service to retain promoters. With detractors, customer support teams need to detect need-gaps and close the customer feedback loop with them. Turn detractors into promoters and ensure that it stays that way. 

Track NPS trends with Merren CX 

Customer experience leaders can collect NPS survey results via Merren CX. They can track it on the dashboard and map trends according to demographics and timeline. Keep a pulse of how NPS trends change depending on the general market scenario and internal efforts. Data-driven points can help you improve Net Promoter Score.   

Detect pain points with data

The Net Promoter Score survey also comes with an open ended question. Both qualitative and quantitative responses can give an overview of areas that need improvement. This can highlight customer sentiment towards a certain service, product or a specific experience. Personalize the solutions for each customer and keep a record of solutions for future reference. This can improve Net Promoter Score.

Conclusion

Build your own NPS survey and improve Net Promoter Score with Merren. Create instant surveys and use interactive survey channels for a high survey response rate. Use our AI-driven tools for a 14 day free trial here.