Net Promoter Score (NPS)
Definition
Net Promoter Score (NPS) is a customer-loyalty metric based on a single question: “How likely are you to recommend us to a friend or colleague?” answered on a 0–10 scale. Respondents scoring 9–10 are promoters, 7–8 are passives, and 0–6 are detractors. NPS is calculated as the percentage of promoters minus the percentage of detractors, producing a score from −100 to +100.
How to calculate NPS
To calculate Net Promoter Score, subtract the percentage of detractors from the percentage of promoters. Passives are ignored in the calculation but still count toward the total responses.
- Promoters (9–10): loyal enthusiasts who will refer others.
- Passives (7–8): satisfied but unenthusiastic and easily swayed.
- Detractors (0–6): unhappy customers who can damage your brand.
- NPS = %Promoters − %Detractors (range: −100 to +100).
What is a good NPS?
Any score above 0 means you have more promoters than detractors. Scores above 30 are generally considered good, above 50 excellent, and above 70 world-class. Benchmarks vary widely by industry, so track your own trend over time rather than chasing an absolute number.
How to run an NPS survey
Ask the standard 0–10 recommendation question, then add an open-text follow-up asking for the main reason behind the score. This pairs the quantitative metric with qualitative insight you can act on. You can run an NPS survey free with the built-in NPS template.
Net Promoter Score (NPS) FAQ
NPS stands for Net Promoter Score, a widely used metric for measuring customer loyalty and likelihood to recommend.
NPS uses a 0–10 scale. Scores of 9–10 are promoters, 7–8 are passives, and 0–6 are detractors.