What is a Net Promoter Score?

What is a Net Promoter Score?

Net Promoter Score is a valuable metric for businesses seeking to understand and improve customer loyalty. By focusing on creating a positive customer experience, companies can convert more customers into Promoters, who in turn become advocates for the brand. Regularly monitoring and analyzing NPS scores enables companies to make data-driven decisions, drive customer-centric improvements, and ultimately foster long-term growth and success.

Understanding Net Promoter Score (NPS)

Net Promoter Score is a customer loyalty metric developed by Fred Reichheld, Bain & Company, and Satmetrix in 2003. It is a simple yet powerful tool that measures the willingness of customers to recommend a company’s products or services to others.

How Promoters, Passives, and Detractors Work

NPS is based on the premise that customers fall into three categories: Promoters, Passives, and Detractors.


These are customers who are highly satisfied with their experience and are likely to recommend the company to others. They are the loyal advocates who can positively influence others’ purchasing decisions.


Passives are customers who are satisfied with a company’s products or services but lack the enthusiasm of promoters. They are somewhat indifferent and may easily switch to a competitor if presented with a better offer or experience.


Detractors are dissatisfied customers who are unhappy with their experience. They may actively discourage others from engaging with the company and can harm its reputation.

Calculating Net Promoter Score

To calculate their Net Promoter Score, companies typically ask customers a single question:

“On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?” Based on their responses, customers are classified into the three aforementioned categories. The NPS is then derived by subtracting the percentage of Detractors from the percentage of Promoters.

The scale is typically divided into three zones:

-100 to -1

Scores ranging from -100 to -1 are considered critical, indicating a high number of Detractors and significant room for improvement.

0 – 49

Scores between 0 and 49 are considered good, with a higher percentage of Promoters but still some room for growth.

50 – 100

Scores from 50 to 100 are excellent, indicating a strong customer base of Promoters and a higher likelihood of business growth.

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Importance of Net Promoter Score

Measure of Customer Loyalty

NPS provides a clear snapshot of customer loyalty by categorizing customers into distinct groups. By monitoring changes in NPS over time, businesses can gauge the effectiveness of their customer experience initiatives and identify areas that need improvement.

Predictive Power

Research has shown that companies with high NPS scores tend to outperform their competitors in terms of revenue growth. Promoters are more likely to repurchase, spend more, and refer others, leading to increased customer lifetime value.

Actionable Feedback

NPS not only provides a numerical score but also opens the door for customer feedback. By following up with open-ended questions or conducting surveys, businesses can gain valuable insights into what drives customer satisfaction or dissatisfaction and take appropriate action to enhance their offerings.


NPS allows companies to compare their scores against industry benchmarks or competitors. This provides valuable context and helps identify areas where the company is lagging behind or leading the pack.

The next time you come across a company asking for your likelihood to recommend their products or services, remember that they are likely calculating their Net Promoter Score—a powerful tool for measuring customer loyalty and driving business growth. Help them out!