In the context of NPS, what do 'promoters' represent?

In the context of Net Promoter Score (NPS), 'promoters' are defined as customers who give a score of 9-10 when asked how likely they are to recommend a company's product or service to others. This scoring indicates a high level of satisfaction and loyalty towards the brand, suggesting that these customers are not only happy with their experience but are also likely to advocate for the brand in their personal and professional networks.

Promoters play a crucial role in a company's growth, as their enthusiastic recommendations can lead to new customers and enhance the company’s reputation. Their positive feedback also provides valuable insights into what a company is doing well, which can be leveraged for future marketing efforts and product development.

The other options illustrate different customer segments that do not align with the definition of promoters: highly dissatisfied customers would be categorized as detractors, indifferent customers would typically score in the middle range, and those who only purchase during sales may show varying degrees of loyalty.