Is it Time to Kill the Term ‘Consumer’?

NPS is based on the perspective that every company's customers can be divided into three categories — promoters, passives and detractors — with the idea being that brands court promoters, who are those most likely to recommend the brand to their friends.

Commenting on the value of NPS, 8thBridge CEO Wade Gerten said, "From a retail standpoint, people are participants in and even controllers of the purchase process. Their influence and advocacy carries great weight, especially when they can easily share their brand and product preferences with friends and followers on social networks."