You need to know whether your customers will stick with you -- and whether they will bring others along. Net Promoter Score is one of the most widely adopted loyalty metrics in business today, used by companies across every industry to gauge whether their customer relationships are strong enough to fuel growth. But here is what most organizations get wrong: they treat NPS as a number on a dashboard rather than a diagnostic tool. They know their score but cannot explain it. They see movement quarter over quarter but cannot connect it to specific operational or strategic decisions.
At Meraki Research, we design and manage Net Promoter Score programs that go far beyond the single question. We build NPS into a strategic capability that tells you not just where you stand, but why -- and what to do about it. We work with companies that are serious about using NPS as a driver of growth, not just a metric they report because the board expects it.
The difference between a useful NPS program and a meaningless one is not the question you ask. It is the rigor of your research design, the depth of your analysis, and the discipline of your follow-through.
Our Approach: The Meraki Loyalty Diagnostic Method
We have seen too many NPS programs fail -- not because the score was wrong, but because the program was not designed to deliver actionable insight. Our method is built to ensure that every NPS data point connects to a decision your team can make.
Phase 1: Program Architecture We work with your leadership team to define what NPS needs to accomplish for your organisation. Is it a board-level health metric? A trigger for account intervention? An input to product development priorities? The answers shape how we design the program. We define the NPS framework -- relationship NPS, transactional NPS, or both -- based on your business model and customer interaction patterns. We also identify the follow-up diagnostic questions that will give you the "why" behind the score.
Phase 2: Survey Design and Segmentation Strategy The NPS question itself is standardized -- "On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?" -- but everything around it is custom. We design the survey instrument to capture the drivers behind each respondent's rating, the touchpoints that influenced their experiences, and the competitive context that shapes their expectations. We build segmentation into the design so you can analyse NPS by customer type, product line, geography, tenure, and any other dimension that matters for your business.
Phase 3: Fielding and Data Quality Management We manage the full fielding process -- sampling, distribution, reminders, and quality control -- to ensure your NPS data is representative and reliable. Respondents are screened and validated. We control for recency bias, sampling bias, and non-response bias. The goal is a score you can trust and defend, not one inflated by survey design shortcuts.
Phase 4: Classification and Diagnostic Analysis Every respondent is classified as a Promoter (9-10), Passive (7-8), or Detractor (0-6). But the real work begins after classification. We analyse the diagnostic data to understand what drives each group. What experiences create Promoters? What frustrations create Detractors? Where are Passives teetering, and what would tip them in either direction? We use key driver analysis, text analytics on open-ended responses, and segmentation modelling to build a complete picture.
Phase 5: Closed-Loop Action Framework For organizations running ongoing NPS programs, we design closed-loop processes that ensure every Detractor flag triggers a response, every systemic issue gets escalated, and every improvement initiative gets measured. NPS without follow-through is just a survey. NPS with a closed loop is a growth engine.
When NPS Is the Right Fit
Net Promoter Score is the right measurement framework when you need a clear, comparable loyalty metric that can be tracked over time and benchmarked against competitors. It works well when:
- You need a single metric that your entire organisation can rally around -- from the C-suite to frontline teams
- You want to identify and intervene with at-risk customers (Detractors) before they churn
- You need to benchmark your loyalty performance against companies in your industry or category
- You are building a customer-centric culture and need a common language for loyalty
- Your board or investors expect NPS reporting as part of business health assessment
- You want to understand the relationship between loyalty and revenue growth at a granular level
When NPS may not be the right approach: If your primary need is measuring satisfaction with specific touchpoints or transactions rather than overall loyalty, a Customer Satisfaction Research (CSAT) program may be a better fit. If you need a holistic view of the entire customer journey, our Customer Journey Mapping service provides that perspective. NPS is powerful, but it is one metric -- not the only metric.
What We Deliver
Every NPS engagement produces outputs that turn a number into a strategy.
- NPS Scorecard: Your overall Net Promoter Score with full breakdown by Promoters, Passives, and Detractors, segmented by customer type, product, geography, and other key dimensions
- Driver Analysis Report: Statistical identification of the key drivers of promotion and detraction, with a clear prioritization of what to fix, protect, and invest in
- Verbatim Analysis: Themed analysis of open-ended respondent feedback, surfacing the specific language customers use to describe their experiences -- invaluable for both operational improvement and marketing
- Competitive Benchmark Report: Your NPS indexed against available industry and category benchmarks so you understand your relative position
- Closed-Loop Playbook: A detailed process design for responding to Detractors, engaging Promoters, and converting Passives, including escalation protocols and ownership assignments
- Executive Dashboard: A live or periodic reporting view that tracks NPS trends, driver shifts, and follow-up action completion
All outputs are presented in a live session with your team, with dedicated time for strategic discussion and action planning.
Industry Applications
Financial Services Banks, insurers, and wealth management firms use NPS to track relationship health across complex, long-tenure customer portfolios. We design programs that capture NPS at the relationship level and the transaction level, connecting score movement to specific banking, claims, or advisory experiences.
SaaS and Technology NPS is a leading indicator of renewal and expansion in subscription-based businesses. We integrate NPS data with product usage analytics and customer health scores to build predictive models of churn and growth, giving customer success teams early warning and clear direction.
Healthcare Patient loyalty drives referrals, plan selection, and provider reputation. We design NPS programs for health systems, specialty practices, and health plans that account for the emotional and clinical complexity of healthcare experiences.
B2B Services In B2B, a single Detractor at a key account can mean a seven-figure loss. We design NPS programs that map the full stakeholder landscape within client organizations, ensuring you hear from decision-makers, users, and influencers -- not just the primary contact.
Retail and E-Commerce Retailer NPS programs must capture loyalty across channels -- in-store, online, mobile, delivery. We help retail companies build omnichannel NPS programs that identify where loyalty is built and where it breaks down, connecting score movement to specific journey stages.
Hospitality Guest NPS drives reviews, repeat bookings, and brand advocacy. We design measurement programs that capture NPS at key journey moments -- booking, check-in, stay, checkout -- and connect guest loyalty to revenue per available room and lifetime value.