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Measure Customer LOVE with the Net Promoter Score

December 1, 2020 | Medical Practice Website
three happy female friends sharing a moment together
3 happy customers – will they give YOU a video testimonial?

 Table of Contents

  • How do you measure customer loyalty?
  • How do you calculate your Net Promoter Score (NPS)?
    • To calculate your NPS manually, use this simple formula
  • Prompt Customers with an NPS Poster
  • When NOT to use the NPS

  • The Net Promoter Score Tells a Love Story

How do you measure customer loyalty?

How do you know you’re winning? 

Your customers will tell you.  When your business exceeds your customers’ expectations they’ll reward you with more business and great reviews.

When you fail to meet expectation, customers will still tell you, but you may be going out of business by then, if you’re mot measuring customer loyalty. 

That is why the Net Promoter Score (NPS) was created by Fred Reichheld of Bain and Company in 2003 and published in the Harvard Business Review.

The NPS measures a customers’ willingness to recommend a product, service or business.  It turns out that recommendations of existing customers are key to the future growth of a business.  

Growth is closely tied to the cost of acquiring new customers – smart business owners use the NPS to understand what their customers LIKE about the business today and what NEW customers will PAY for tomorrow.

How to Calculate your NPS

The NPS can be a part of an online review, “Would you recommend our service/business to a friend or family member; on a scale from 1 to 10?”

A ‘9’ or a ’10’ on the scale is a ‘Promoter’ – these people LOVE your business and will readily tell their friends – “You should go to <<<fill-in-the-blank business>>> !”

People will tell you when your business exceeds their expectations.

A ‘7’ or a ‘8’ are ‘Passives’. They neither love you nor do they hate you. These folks could be easily swayed away from your business by a competitor with a similar offer.  You have not impressed you customer but they will probably still remain your customer.

Those who answer ‘0’ to ‘6’ are ‘Detractors’

For whatever reason, they don’t like you.  They may not ‘hate’ you and they may even remain your customer – until some better opportunity is presented to them by a competitor. 

You still want to engage Detractors – ask them what went went wrong and how you could make it better.

If you ask a Promoter for a testimonial they will tend to give you one. They will also tell their friends.

To Calculate your NPS Manually, Use This Simple Formula

Note:  many apps and vendors perform this math function automatically.  For full transparency, this is how the formula should work.


(Number of Promoters / Number of Survey Takers) x 100 = Percentage of Promoters


(Number of Detractors / Number of Survey Takers) x 100 = Percentage of Detractors

Full NPS

Percentage of Promoters – Percentage of Detractors = NPS

How to Calculate the Net PromoterScore
How to Calculate the Net Promoter Score

Use the Net Promoter Score poster to prompt your customer

In order to use the Net Promoter Score – you can simply ask them the following question:

“Would you recommend our product or service to a friend or a family member?”

If you are a storefront small business owner, you can use ‘prompts’ in your office or checkout. This ‘prompt’ is a poster that hangs on the wall.

WOW Promoter video testimonial 'Prompt Poster' for display on a wall in your storefront
WOW Promoter video testimonial ‘Prompt Poster’ for display on a wall in your storefront

The ‘prompt’ in the blog thumbnail is a high-resolution PDF that prints to 24”x36” and will look nice in your office or small business and encourage your clients to give you feedback on your service. 

Beneath the prompt poster, you should place the free app in a tablet or phone to collect a video testimonial for use on social media.

Ask your current customer for their recommendation or review.  Here are three ways to ask a customer for a video testimonial.

Please download the image above and use the prompt if you give great service to your clients and you want powerful feedback you can use to attract more NEW clients.

When NOT to use the NPS

  1. When you are seeking specific feedback on how or what to improve in your business.  The NPS is a general, screening survey used to identify people most likely to give you a video review or testimonial.  It is not intended for specific feedback.
  2. When you are looking for anonymous feedback.  You may, for certain reasons, want feedback that is de-identified.  The NPS is typically used with customers who are happy to identify themselves.

The Net Promoter Score Tells a Love Story

I first started using tools like the Net Promoter Score several years ago when I was in business (I am a private practice physical therapist). 

Clients (we called them patients) would finish their therapy treatment and say to me, “Thank you! You’ve helped me more than the pills or surgeries – I wish I had started this earlier!”

That’s when I realized I needed a way to communicate the LOVE in that moment to new clients who may also need my service.

I realized I needed better tools to talk to new clients and other small businesses might need those same tools. 

Google Reviews is a great tool but it’s passive – I was looking for a way to actively solicit testimonials from people who were already stepping forward with praise and loyalty.

Someone who scores you a ‘9’ or a ‘10’ is a Net Promoter who will recommend your business to a friend or a family member.  The NPS is very helpful to identify these people for an additional video testimonial. 

By the Consistency Rule, these people have already publicly praised you and are most likely to agree to your request for a video testimonial – in order to remain internally consistent with their previous choice. 

Should YOU advertise online with customer testimonials? 

Perhaps, your business may be different than mine – check out this description of plastic surgeons using online video to advertise and perhaps this will help.


Use the Net Promoter Score like a canary in a coal mine – when the canary is singing and you’re impressing lots of Promoters; keep working.

When the canary dies and you’re irritating lots of Detractors; stop, ask questions and pivot.  You’re doing something wrong and you’ll be out of business soon if you don’t change.

Ask your Promoters to give you Google Reviews, Yelp Reviews and video testimonials online – use the free app to improve your process with our enabling technology.

download app image
WOW Promoter download app image