The Ultimate Guide to Net Promoter Score (NPS) and Emotions in Decision-Making



Jul 12, 20234 min read


The Ultimate Guide to Net Promoter Score (NPS) and Emotions in Decision-Making

In today's competitive business landscape, understanding customer satisfaction and making effective decisions are crucial for success. Two important concepts that can greatly impact these areas are Net Promoter Score (NPS) and emotions. In this article, we will explore the significance of NPS and how emotions play a role in decision-making.

Net Promoter Score (NPS) is widely recognized as the gold standard of customer experience metrics. It provides a simple yet powerful way to measure customer loyalty and satisfaction. Calculating your NPS score is quite straightforward - just subtract the percentage of Detractors from the percentage of Promoters. The resulting score falls within a range of -100 to +100, with a higher score indicating a more desirable customer experience.

To obtain NPS scores, organizations use a single-question survey that asks respondents how likely they would recommend their product, service, or organization to a friend or colleague. Respondents rate their likelihood on a scale of 0 to 10, with Promoters giving a rating of 9 or 10, Passives rating 7 or 8, and Detractors rating 0 to 6. Promoters are loyal and enthusiastic customers, while Passives are satisfied but not necessarily actively promoting the brand. Detractors, on the other hand, are unhappy customers who may even discourage others from engaging with the organization.

There are two types of NPS surveys - Relational and Transactional. Relational NPS surveys are conducted regularly, typically on a quarterly or annual basis, to gauge overall customer sentiment towards the company. Transactional NPS surveys, on the other hand, are sent after specific customer interactions, such as a purchase or support call. These surveys provide granular feedback on customer satisfaction for a particular event or experience.

To ensure the effectiveness of NPS surveys, it is advisable to avoid unnecessary demographic questions. Instead, focus on gathering feedback that helps understand customer sentiment and identify areas of improvement. By regularly measuring NPS, organizations can gain valuable insights into customer loyalty and make informed decisions to enhance their offerings.

While NPS focuses on customer experience, emotions play a significant role in decision-making. Often, emotions are seen as the enemy of good decision-making. However, it is important to recognize that emotions can provide valuable insights and guide us towards making the right choices.

When faced with a decision, the first step is to identify the emotions associated with it. By naming our feelings, we create a space between our emotions and our actions. This distance allows us to examine the emotion and acknowledge it without letting it drive our decisions. This conscious thought and agency enable us to make decisions based on rationality and not solely on emotions.

Visualizing success and how it feels can also aid in decision-making. Imagine yourself having made a successful decision. How do you feel? Do you experience a sense of accomplishment, relief, or clarity? Visualizing the positive emotions associated with a successful decision can provide motivation and clarity, helping us make choices that align with our goals.

Applying emotional bookends is another technique that can assist in decision-making. This involves identifying the emotions we want to feel when looking back at our decision in the future. By naming and tolerating our emotions, we can better identify the right decision that will lead us towards a future filled with clarity and confidence.

In conclusion, understanding Net Promoter Score (NPS) and incorporating emotions into decision-making are essential for success in today's business landscape. By regularly measuring NPS, organizations can gauge customer loyalty and satisfaction, leading to informed decisions and improved customer experiences. Emotions, when acknowledged and managed effectively, can provide valuable insights and guide us towards making the right choices. To make the most of these concepts, remember to avoid unnecessary demographic questions in NPS surveys, identify and name your emotions, visualize success, and apply emotional bookends to your decision-making process.

Actionable Advice:

1. Regularly measure and track your Net Promoter Score (NPS) to gain insights into customer loyalty and enhance your offerings.

2. When making decisions, identify and name the emotions associated with them. This will help you maintain a rational and balanced approach.

3. Visualize success and the positive emotions that come with it. This can provide motivation and clarity when making important choices.

By combining the power of NPS and emotions, organizations can create a customer-centric approach to decision-making and drive success in their respective industries.


  1. "The Ultimate Guide to Net Promoter Score (NPS) // Qualtrics", (Glasp)
  2. "Emotions Aren’t the Enemy of Good Decision-Making", (Glasp)

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