80% of our customers recommend the dog cage to a friend

In the first part of this year I attended an entrepreneurship course and it discussed a lot about the importance of customer feedback.

The importance of customer opinion was not a new thing for us. However, what was new was the more organized and structured way in which to take information and a new concept of NPS indicator - "Net Promoter Score".

Thus, in June of 2021, we launched a satisfaction card on the dog cages. We have addressed all customers who have purchased at least one dog cage produced by us in the last 3 years. We have followed through this questionnaire in addition to NPS to understand in more detail the things they appreciate about our products as well as the areas they consider that need to be improved in the future.

The result of the survey : 8 out of 10 customers are promoters, recommending our cages further to their friends.


Statistically in the market, this result is a very good one, which reconfirms the quality of our products.

What is a "Net Promoter" score?

The "Net Promoter" (NPS) score is an index that reveals how many customers are willing to recommend a product/service to other people. This is one of the most important KPIs that a business has to follow, because it offers a direct perspective on customer satisfaction and their loyalty to the brand.

To calculate the NPS, you need to do a survey and get answers to a single question: "How likely is it that you will recommend (our company/ online store) to a friend?" . 

How to calculate your NPS score

The calculation of NPS begins with the identification of 3 types of groups: promoters (9-10),  passive (7-8),  detractors (0-6). Use a rating scale from 0 to 10, points to measure the NPS (0 = not at all probable and 10 = extremely likely).

To calculate your NPS, you must use the following formula: NPS = % Promoters – % Detractors. Nps can be a result between -100 (lowest NPS) and +100 (highest NPS).

In our survey 84% are promoters, 11% are passive and 5% detractors.