What is a net promoter score

On a scale of zero to ten, how likely are you to recommend this business to a friend? That single question powers one of the most widely used customer loyalty metrics in the world.

Five thousand monthly searches ask what is NPS and what the net promoter score actually tells you. Here is a clear explanation of the NPS score, how it works, and what it means for your business.

What is a net promoter score?

A net promoter score is a customer loyalty metric based on one question. How likely are you to recommend our company to a friend or colleague? Customers respond on a scale from zero (not at all likely) to ten (extremely likely).

The NPS score ranges from negative 100 to positive 100. It groups respondents into three categories and calculates a single number that reflects overall customer advocacy.

How the NPS score is calculated

Responses fall into three groups based on the rating given.

1. Promoters (9 to 10)

These customers love your business and actively recommend it. They drive word of mouth growth and repeat purchases.

2. Passives (7 to 8)

These customers are satisfied but not enthusiastic. They are vulnerable to competitors and unlikely to promote you unprompted.

3. Detractors (0 to 6)

These customers are unhappy and may discourage others from buying. They raise support costs and hurt your reputation.

The net promoter score formula subtracts the percentage of detractors from the percentage of promoters. Passives are excluded from the calculation. An NPS of 50 means promoters outnumber detractors significantly.

What is a good NPS score?

Any score above zero means you have more promoters than detractors. Scores above 50 are considered excellent in most industries. Scores above 70 are rare and indicate exceptional loyalty.

Compare your score against your own past results rather than industry benchmarks alone. Tracking NPS over time shows whether your customer experience is improving or declining.

NPS is one of several customer satisfaction metrics. Pair it with CSAT scores for a fuller picture of how customers feel.

Frequently asked questions