This metric is used to measure customer perception of a brand and can predict revenue growth or decline. It is one of the primary methods by which companies assess loyalty and predict churn. Businesses derive the score by asking customers how likely they are, on a scale of 1 to 10, to recommend the business to others. Based on their answers, customers are then organized into a series of categories. Promoters indicate a score of 9-10. Passives indicate a score of 7-8. Detractors indicate a score of 1-6.