Net Promoter Score
A customer loyalty metric measuring likelihood to recommend on a 0-10 scale.
Net Promoter Score
A customer loyalty metric measuring likelihood to recommend on a 0-10 scale.
Why It Matters
NPS predicts customer behavior better than satisfaction scores because it measures advocacy. Promoters spend more, refer others, and have higher LTV. Detractors churn faster and damage your reputation. Tracking NPS reveals customer health that financial metrics show later.
Benchmarks
Good Performance
45-50
Top Performers
70+
Practical Example
Scenario
A D2C brand surveys 1,000 customers. Results: 450 Promoters (9-10), 350 Passives (7-8), 200 Detractors (0-6).
Calculation
NPS = (450/1,000 × 100) - (200/1,000 × 100) = 45 - 20 = +25Result
An NPS of +25 is decent but has room for improvement. They investigate detractor feedback, finding shipping delays are the main issue. After fixing, NPS rises to +42.
In-Depth Explanation
Promoters (9-10) minus Detractors (0-6) = NPS. Passives (7-8) are excluded.
Pro Tips
- 1Always follow up with 'Why?' after the score. The qualitative feedback is more actionable than the number itself.
- 2Segment NPS by touchpoint: post-purchase NPS vs post-support NPS vs overall relationship NPS reveal different insights.
- 3Close the loop with detractors. A personal response can convert detractors to promoters—they often become most loyal.
- 4Track NPS by cohort over time. Are customers getting happier or more frustrated as they stay longer?