NPS for B2B –
the complete guide
How to design a Net Promoter Score measurement that actually leads to action – not just a number on a dashboard. Based on 20+ years of lessons from hundreds of B2B projects.
Most NPS measurements are useless –
here's how to do it differently
NPS is the world's most widely used measure of customer loyalty. It's also the most misunderstood. This guide shows what NPS actually measures, why B2B NPS must be done differently from B2C, and how to build a process that drives real change.
- What NPS actually measures (and what it doesn't)
- Three things that distinguish B2B NPS from B2C
- 4 steps to design your B2B NPS from scratch
- 7 common pitfalls – and how to avoid them
- The action loop model: from measurement to real change
- Concrete next steps for your company
The guide is written by Johan Asklund, CEO of Alba Business Group, based on experience from hundreds of B2B projects over 20+ years.
"How likely are you to recommend us to a colleague?"
Scale 0–10. Three segments based on the answer. The formula: NPS = % Promoters − % Detractors
Note: Passives are not counted in the formula, even though they often make up a large share of the customer base. This is one reason NPS must be interpreted in context — and why the guide covers both the strengths and the pitfalls.
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