Anna Svarena, Head of Customer Service at Industra Bank, explains how a single simple question can reveal more than a complex report.

In financial services, trust is not a bonus — it is the foundation. Clients entrust a bank not only with their funds, but also with their future plans and sense of security. This is why one of Industra Bank’s key performance quality indicators is the Net Promoter Score (NPS).

NPS is not merely a metric. It is a signal of trust. It serves as a clear and transparent barometer of how strongly clients trust a company and whether they would recommend it to others. It can also act as an honest mirror, highlighting areas that require improvement.

What is NPS?

NPS is based on one simple question: “How likely are you to recommend our company to a friend or colleague?”

Responses are given on a scale from 0 to 10, and clients are categorised into three groups:

• Promoters (9–10) — loyal clients who actively recommend the company;
• Passives (7–8) — satisfied but easily influenced;
• Detractors (0–6) — dissatisfied clients who may harm the company’s reputation.

The NPS score is calculated by subtracting the percentage of detractors from the percentage of promoters. Simple. Clear. Comparable over time.

Why is NPS particularly valuable in financial services?

1. Simplicity in a complex environment
Financial services can be complicated, whereas NPS provides a clear snapshot of overall client sentiment.

2. Focus on loyalty, not just satisfaction
A satisfied client is not necessarily a loyal one. A client willing to recommend a bank is typically emotionally engaged and trusting — crucial in financial services.

3. A strategic tool for long-term decision-making
A high NPS often correlates with:

• higher client retention,
• broader product usage,
• lower customer acquisition costs.

4. An early indicator of reputational risk
Regular measurement helps detect dissatisfaction early and address issues before they escalate.

5. A driver of internal culture
NPS is not merely a marketing indicator. It aligns the entire organisation — from front-line advisers to product developers — around delivering excellent customer experience.

Lessons for other industries
NPS is particularly valuable where:

• products or services are difficult to evaluate;
• long-term relationships matter more than one-off transactions;
• employee attitude and professionalism significantly shape customer experience.

However, NPS is not perfect

• One question cannot capture the full customer experience.
• Cultural and market differences influence scoring behaviour.
• External factors may impact ratings.
• A score alone changes nothing without analysis and action.

Industra Bank’s Experience — NPS as a Strategic Compass

Since 2022, Industra Bank’s NPS has increased from 23 to 52 points in 2025.

According to research partner RAIT:

• above 30 is considered acceptable,
• above 50 very good,
• above 70 world-class.

In a highly competitive sector where reputation is fragile, consistently listening to the customer voice is not optional — it is essential.

About Industra Bank
Industra Bank is a locally owned bank established by Latvian entrepreneurs, focused on financing small and medium-sized enterprises and contributing to Latvia’s economic development.

In 2025, the Bank’s loan portfolio grew by 62%, exceeding €170 million. Customer deposits approached €300 million.

Industra Bank is the only locally owned bank in Latvia independently assessed by a global rating agency. In February 2026, Moody’s Ratings assigned Industra Bank a Ba2 long-term deposit rating and a Ba3 senior unsecured rating with a stable outlook.

The Bank serves nearly 20,000 clients both in person and remotely.