Customer Loyalty and NPS®

What we do

Customer loyalty truly pays off, but the tools used to manage profits are far stronger and better understood than those for measuring loyalty.

Bain is an innovator in loyalty research. Using our Net Promoter® disciplines, Bain clients develop more promoters who buy more, stay longer, tell their friends and colleagues, and invest their time to help the company improve. Our clients also learn to eliminate defects in their business system, reducing the number of detractors who can sap the life from your customer base.

Simple, yet powerful, NPS® provides the rigor, speed and thoroughness to transform a company into a loyalty leader. We deeply understand that advocacy drives competitive advantage, at faster organic growth and lower cost. The Net Promoter approach can pay huge dividends: loyal customers spend more with companies that treat them well, cost less to serve and refer more customers who are like them. NPS is more than a metric, it is a way of doing business. Bain works with clients to apply these principles of loyalty:

  • Measure the health of the customer relationship over time
  • NPS provides data that is actionable, including studies of relevant competitors and identifying and targeting important customer segments.
  • Enable closed learning loops between employees and customer to drive continuous improvement
  • Understand what practices grow promoters and breed detractors
  • Track the key touch-points in the customer experience to recover from service failures and provide outstanding support.

To learn more, visit Bain's Net Promoter System℠ site or contact us.

Net Promoter® and NPS® are registered trademarks and Net Promoter SystemSM and Net Promoter ScoreSM are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.

We develop insights that work for our clients. Our approach and recommendations are highly customized and lead to practical actions.Visit Loyalty Business Insights to read more, or stay current on the topics you care about most by downloading the Bain Insights app today.
Our team

We work as an integrated part of your team, from frontline to C-suite, to deliver true results and make the changes stick. We have a dedicated group of experts that we deploy around the globe to focus on loyalty opportunities.

Our leadership team

  • Fred
  • Fred Reichheld

    Bain fellow and founder of Bain & Company's Loyalty practice


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  • Andreas
  • Andreas Dullweber

    Head of Bain's EMEA Customer Strategy & Marketing practice


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  • Aaron
  • Aaron Cheris

    Leader in Bain's Customer Loyalty group

    San Francisco

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  • David
  • David Michels

    Leader in Bain's Customer Loyalty group


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  • John
  • John Beaumont

    Leader in Bain's Customer Loyalty group


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  • Rob
  • Rob Markey

    Head of Bain's Global Customer Strategy & Marketing practice

    New York

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  • Richard
  • Richard Hatherall

    Co-head of Bain's Asia-Pacific Customer Strategy & Marketing practice

    Hong Kong

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  • Federico
  • Federico Eisner

    Leader in Bain's Customer Loyalty group

    Buenos Aires

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  • Frederic
  • Frederic Debruyne

    Leader in Bain's Customer Loyalty group


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In addition to the leaders listed above, we have an extensive and diverse team of experts ready to serve the needs of clients worldwide. Please contact us to submit a business inquiry.