Joshua FraserChief Data Nerd, Data Nerds · CEO at Data Nerds, AI & Data Entrepreneur

Net Promoter Score: The Question That Built Apple, Amazon, Airbnb & Tesla

Name: Net Promoter Score: The Question That Built Apple, Amazon, Airbnb & Tesla
Uploaded: 2025-09-26T15:01:58+00:00
Duration: 56 s
Channel: Joshua Fraser
Description: In this concise video, Joshua Fraser explains the Net Promoter Score (NPS) – a single‑question metric that gauges customer loyalty and drives growth. He…

26 Sept 2025 · 1 min

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In this concise video, Joshua Fraser explains the Net Promoter Score (NPS) – a single‑question metric that gauges customer loyalty and drives growth. He attributes its creation to Fred Reichheld at Bain & Co., introduced in the book The Ultimate Question. Fraser outlines the core question (“How likely are you to recommend us to a friend or colleague?”), the 0‑10 response scale, and how respondents are categorized into promoters (9‑10), passives (7‑8), and detractors (0‑6). He then presents the NPS calculation (percentage of promoters minus percentage of detractors) and emphasizes that the most powerful growth channel for companies like Apple, Amazon, Airbnb, and Tesla is word‑of‑mouth referrals from loyal customers, not paid advertising or SEO.

Chapters

Apple, Amazon, Tesla, Airbnb, all obsessed over this one single question. Would you recommend us to a friend? That's the powers of using a net promoter score. And it's a simple metric with massive impact. It was developed by a guy named Fred Reichelt at Bain Co. And introduced in his book the Ultimate Question. NPS measures customer loyalty by asking one core question. How likely are you to recommend us to a friend or to a colleague? Customers. Who answers a scale from 0 to 10, 9, 10, they're promoters. 7 to 8 they're passives, neutral at best, 0 to 6 they're detractors. And they're telling others not to trust you. The formula is NPS is percent of promoters minus the percent of detractors. And so your most powerful growth channel isn't just going to be paid ads or SEO. It's going to be when loyal customers tell others.