NPS

NPS (Net Promoter Score) is a loyalty metric that shows how likely customers are to recommend a company, product, or service to other people. NPS helps measure the overall level of satisfaction and understand the strength of a customer’s emotional connection with a brand.

What is NPS

NPS is an indicator based on a simple question:

“How likely is it that you would recommend our company to a friend or colleague?”

The customer chooses a number from 0 to 10, where:

• 0–6 — Detractors
• 7–8 — Passives
• 9–10 — Promoters

The final score is then calculated.

NPS Calculation Formula

NPS = % Promoters − % Detractors

Example:

• 70% rated 9–10
• 15% rated 7–8
• 15% rated 0–6

70 − 15 = 55
Final NPS = 55 — an excellent result.

Who Are Promoters, Passives, and Detractors

1. Promoters (9–10)
   Loyal brand advocates who are ready to recommend the product to others. They drive “organic” growth.
2. Passives (7–8)
   Satisfied but not sufficiently engaged. They can easily switch to a competitor.
3. Detractors (0–6)
   Dissatisfied with the service, likely to leave negative reviews and harm the company’s reputation.

Why Businesses Need NPS

• Reveals real customer loyalty
• Helps identify weak points in the product
• Indicates churn risk
• Helps predict growth driven by recommendations
• Aids in improving customer experience and service
• Used in KPIs for support and service departments

NPS is a key indicator of customer-centricity.

What Are Considered Good NPS Values

The score depends on the industry, but general benchmarks are:

• 0–20 — Acceptable
• 20–40 — Good
• 40–70 — Excellent
• 70+ — Outstanding

It’s important to compare your NPS with competitors in your niche.

How to Improve NPS

• Enhance support quality: Fast responses, competence, friendliness.
• Address pain points in the customer journey: Fix difficult steps, lengthy processes, unclear instructions.
• Improve the product based on feedback: Communicating “we heard you and acted on it” increases loyalty.
• Thank promoters: Bonuses, referral programs, personalized offers.
• Work with detractors: Collect the reasons for low scores and solve their problems personally.

Common Mistakes When Working with NPS

• Conducting surveys too infrequently
• Ignoring customer comments
• Incentivizing users to give high scores
• Using only one survey channel
• Evaluating NPS without segmentation (e.g., new vs. returning customers)

Conclusion

NPS (Net Promoter Score) is a simple yet powerful metric reflecting customers’ willingness to recommend a brand. It helps assess the level of loyalty, the quality of CX, and predict a company’s long-term growth.