eeing as the Hospitality Industry was shut down for most of 2020 and early 2021, these scores are surprising. However, it does show that with the small amount of customer research we were able to carry out, the Hospitality Industry did their best to go above and beyond in the short windows of opportunity that they had.

Net Promoter Score (NPS) is a customer loyalty score calculated by asking customers one question:

“On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”

Data from this question helps businesses improve upon customer service, support, and delivery, for increased customer loyalty. Businesses also use this research metric to identify business growth. The higher the NPS, the more likely a customer is going to recommend a company’s product or service.

Looking at our 2020 NPS scores across the Property, Retail and Hospitality industries, the Hospitality industry shows the highest percentage of promoters and the Property Industry shows the lowest. The breakdown of NPS scores by each industry are as follows:

Hospitality – NPS Score +28

18% detractors

36% passives

46% promoters

Retail – NPS Score -3

35% detractors

33% passives

32% promoters

Property – NPS Score -31

45% detractors

41% passives

14% promoters

NPS is calculated by subtracting the percentage of customers who answer the NPS question with a 6 or lower (known as ‘detractors’) from the percentage of customers who answer with a 9 or 10 (known as ‘promoters’). Customers who answer 7 or 8 (known as ‘passives’) are not included in the overall metric. Your Net Promoter Score can range from -100 to +100. At -100, every single person who responds is a detractor, they would not recommend you and they are likely to leave bad reviews of your product or service. Anything higher than 0 is a good score. Anything higher than 50 is excellent and higher than 80 is world class.

Do you measure NPS as part of your customer research?

Measuring NPS as part of your customer feedback initiatives is valuable in identifying how many customers would promote your product or service when in discussion with a friend or family member.

Implementing NPS into your research strategy can be done in two ways. The first is to include the question into your mystery shopping assessment criteria, which will establish whether prospective customers would recommend your product or service. The second is to include the question into your voice of the customer feedback surveys, to establish whether your current customers would recommend your product or service.

Talk to one of our Research Consultants today to find out how we can measure NPS for your business.


*Percentages are based on 3 projects within each industry that took place throughout 2020.