NPS (Net Promoter Score) is a tool to gauge customer satisfaction and loyalty. The score is based on a direct question: "How likely are you to recommend our winery to a friend?" The response is rated on a scale of 0 (not likely) to 10 (very likely), and is followed by asking, "What is the primary reason for your score?" Your NPS equals the percentage of promoters minus the percentage of detractors.

Promoters (score 9-10)

These customers are strong advocates for your business and are likely to bring you future customers and repeat business.

Passives (score 7-8)

These customers have no strong feelings about your business. If it is convenient for them, and no better options come along, they may continue to do business with you.

Detractors (score 6 or below)

These customers are actively dissatisfied and may spread negative opinions about your business online and to prospective customers.