Metric · 2 min read
Net Promoter Score (NPS)
Net Promoter Score (NPS) measures how likely customers are to recommend your brand to others. Here’s everything you need to know: what it is, why it matters, how to calculate it, and how to improve it!
Formula
NPS = % of Promoters − % of Detractors
Example. If 60% of your customers are Promoters, 25% are Passives, and 15% are Detractors, your NPS would be 45 (60 – 15). This indicates strong customer loyalty and a good likelihood of referrals.
What it is
Net Promoter Score (NPS) is a customer loyalty metric based on a single question: “How likely are you to recommend our product or service to others?” It categorizes respondents into Promoters, Passives, and Detractors.
Why it matters
NPS provides a quick, reliable snapshot of customer sentiment. It helps you measure loyalty, identify potential churn risks, and understand how your brand experience translates into customer advocacy.
How it is calculated
To calculate NPS, subtract the percentage of Detractors (scores 0–6) from the percentage of Promoters (scores 9–10). Passives (scores 7–8) are not counted in the formula.
A good value
A good NPS varies by industry, but generally, a score of 30 or above is considered solid. Scores above 50 indicate excellent customer satisfaction and loyalty.
A bad value
An NPS below 0 indicates more Detractors than Promoters. This could signal poor product experience, service issues, or misalignment with customer expectations.
Do
Use these strategies to improve your NPS and create more loyal, satisfied customers.
- 01
Close the feedback loop
Reach out to Detractors and Passives to understand pain points, resolve issues, and show that their feedback matters.
- 02
Turn promoters into advocates
Encourage happy customers to leave reviews, refer others, or join loyalty programs that reward brand promotion.
- 03
Track NPS by segment
Break down your NPS by product line, region, or customer type to pinpoint where you’re exceeding or falling short.
Avoid
Don’t rely on NPS alone – combine it with qualitative feedback. Avoid asking too frequently, and be sure to follow up with actions based on customer responses.
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