Net promoter score

Net Promoter Score (NPS) is a widely used customer satisfaction metric that measures the likelihood of a customer to recommend a company's products or services to others. It is a simple but powerful tool that allows businesses to gauge customer loyalty and identify areas for improvement.

What is the Net Promoter Score?

NPS is calculated by asking customers a single question: "On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?" Responses are then grouped into three categories: Promoters (9-10), Passives (7-8), and Detractors (0-6). The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

For example, if a company surveyed 100 customers and received the following responses:

  • Promoters (9-10): 60 customers (60%)
  • Passives (7-8): 25 customers (25%)
  • Detractors (0-6): 15 customers (15%)

The NPS would be calculated as follows: (60% - 15%) = 45

The resulting NPS score can range from -100 to 100, with scores above 0 considered "good" and scores above 50 considered "excellent."

Why is Net Promoter Score Important?

NPS is important because it provides businesses with a quick and easy way to measure customer satisfaction and loyalty. It is a leading indicator of a company's growth potential and can help predict future revenue growth. Additionally, NPS can be used to identify specific areas of a business that may be causing dissatisfaction among customers, allowing the company to make changes and improvements.

How to use Net Promoter Score

To effectively use NPS, businesses should regularly survey their customers and track their scores over time. This will allow them to identify trends and patterns in customer satisfaction and make changes as necessary.

It's also important to use NPS in conjunction with other customer satisfaction metrics, such as customer satisfaction surveys and customer complaints. This will provide a more comprehensive view of customer sentiment and allow businesses to make more informed decisions.

Additionally, businesses should use NPS in conjunction with other business metrics, such as revenue and customer retention rates, to gain a more complete understanding of their performance and growth potential.

How to improve Net Promoter Score

One of the best ways to improve NPS is to actively listen to customer feedback and take action on it. This could include making changes to products or services, improving customer service, or addressing specific issues that customers have raised.

Another important step is to ensure that all employees understand the importance of NPS and are trained on how to improve it. This could involve creating a customer-centric culture, setting specific NPS goals, and regularly discussing NPS results and improvements with employees.


NPS is a simple but powerful tool that allows businesses to measure customer satisfaction and loyalty. By regularly surveying customers, tracking NPS scores over time, and taking action on customer feedback, businesses can improve their NPS and drive growth.