Net Promoter Score (NPS) is a one-question survey metric that measures how likely your customers are to recommend you to a friend or colleague. You ask customers to rate their likelihood on a 0-to-10 scale, then sort them into three buckets: Promoters (9–10) are your enthusiasts, Passives (7–8) are satisfied but unenthusiastic, and Detractors (0–6) are unhappy enough to hurt your reputation. Your NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters, giving you a score between -100 and +100.
Because word-of-mouth is still the most powerful marketing force. Customers who actively promote your brand are far more valuable than passive ones—they drive new business, reduce churn, and become brand advocates. NPS tells you exactly how many customers fall into each camp. It’s also standardized across industries, so you can benchmark your score against competitors and track improvement over time. If your NPS is trending upward, your customer experience is working.
Most companies deploy NPS surveys quarterly or annually to take a pulse on overall customer sentiment. You ask the core question, then follow up with an open-ended prompt like “What’s the primary reason for your score?” That follow-up is where the gold is—it tells you exactly what’s driving loyalty or frustration. You can measure NPS for your entire company, specific products, individual teams, or even customer segments. The key is consistency: send it regularly so you can track whether your rating is improving or slipping.
Anything above 0 is technically positive, above 20 is favorable, and above 50 is excellent. But context matters—different industries have wildly different benchmarks. Grocery stores average around 30, while consumer payments might be negative. Instead of chasing a magic number, focus on two things: how you stack up against direct competitors, and whether your score is improving quarter-over-quarter. That upward trajectory is what actually predicts growth.
Promoters are your best customers—loyal, enthusiastic, and willing to refer others. They fuel growth through positive word-of-mouth and repeat business. Detractors are the opposite: unhappy enough to actively discourage others from using your brand. They leave negative reviews, switch to competitors, and damage your reputation. Passives sit in the middle—satisfied enough to stay, but not passionate enough to advocate. Your job is to move Passives into the Promoter camp and prevent Detractors from spreading negative feedback.
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