Net Promoter Score
Net Promoter Score (NPS) is a customer loyalty metric based on a single question, how likely someone is to recommend a company on a 0 to 10 scale, reported as the percentage of promoters minus the percentage of detractors.
Also known as NPS
How is NPS calculated?
Respondents who answer 9 or 10 are promoters, 7 or 8 are passives, and 0 to 6 are detractors. NPS equals the percentage of promoters minus the percentage of detractors, giving a score from -100 to +100.
What is a good NPS?
It depends heavily on industry, so absolute benchmarks are less useful than your own trend over time. A positive score is generally healthy, but the direction of travel matters more than the number.
What is the most valuable part of NPS?
The follow-up why comment, not the number. The open-text verbatims are voice-of-customer data that explain what drives loyalty and what to fix, which is where the real product signal lives.
Put it into practice
Net Promoter Score, in brief
Net Promoter Score is a loyalty metric based on how likely customers are to recommend a company on a 0 to 10 scale, reported as the percentage of promoters minus the percentage of detractors.
It varies widely by industry, so your own trend over time is more meaningful than an absolute benchmark. A positive and rising score is generally a healthy sign.
Related terms
- Voice of customerVoice of customer (VoC) is the practice of systematically capturing what customers say about their needs, expectations and experiences, and feeding it back into product, marketing and service decisions.Read more
- Customer feedback analysisCustomer feedback analysis is the process of collecting qualitative and quantitative feedback, organising it into themes, and quantifying those themes so teams can prioritise what to act on.Read more
- Customer insightA customer insight is a non-obvious, evidence-backed understanding of customer behaviour or motivation that can change a decision, distinct from a raw data point or a single piece of feedback.Read more
- Closing the feedback loopClosing the feedback loop means going back to customers who gave feedback to tell them what you did with it, whether you fixed the problem, built the feature, or decided not to and why.Read more
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