An abbreviation for Net Promoter Score, a metric for measuring customer loyalty. Respondents answer the single question "How likely are you to recommend this service to a friend or colleague?" on a scale of 0-10, and the score is calculated as the difference between the percentage of promoters and detractors.
How to Calculate and Interpret NPS
NPS classifies respondents into three groups. Those who rate 9-10 are "Promoters," 7-8 are "Passives," and 0-6 are "Detractors." NPS = percentage of Promoters (%) - percentage of Detractors (%), yielding a score ranging from -100 to +100.
Score interpretation varies by industry, and there is no absolute benchmark. Read the score against peers in the same industry and against your own past results, and be careful with simple comparisons across countries or regions, since respondents' scoring habits can differ from place to place.
A Practical Guide to Leveraging NPS
The true value of NPS lies not in the score itself but in the qualitative feedback behind it. The golden rule for NPS surveys is to include a free-text field asking "please tell us the reason" alongside the numerical response. Detractor responses reveal hints for service improvement, while Promoter responses highlight the service's strengths.
Customers with high NPS scores can be expected to bring in new customers through word-of-mouth. By presenting invitation codes or referral programs to Promoters, you make it easier to turn their advocacy into referral actions. Regularly measuring NPS and tracking score changes before and after initiatives enables a continuous improvement cycle for customer experience.
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