NPS (Net Promoter Score)
A single-question loyalty metric calculated as the percentage of promoters (9–10 scorers) minus the percentage of detractors (0–6 scorers). NPS ranges from −100 to +100. Above 30 is good; above 50 is excellent; above 70 is best-in-class.
Net Promoter Score (NPS) measures customer loyalty with a single question: "How likely are you to recommend [product] to a friend or colleague, on a scale of 0–10?"
- Promoters: 9 or 10 — actively recommend
- Passives: 7 or 8 — satisfied but not enthusiastic
- Detractors: 0–6 — unlikely to recommend, may speak negatively
NPS = %Promoters − %Detractors
The score ranges from −100 (everyone is a detractor) to +100 (everyone is a promoter). Passives don't count in the formula but are counted in the survey total.
Benchmarks
- Under 0: serious problem
- 0–30: typical for established categories
- 30–50: good
- 50–70: excellent — companies like Costco, Apple historically score here
- Over 70: best-in-class — rare; usually reflects category leadership or strong brand affinity
NPS varies by industry — telecoms average ~30, SaaS averages ~40, consumer brands range widely. Benchmark against your category, not an absolute target.
The follow-up question matters more than the score
The score itself is a vanity metric without context. The follow-up — "what's the most important reason for your score?" — is where the value lives. Detractor responses pinpoint churn risks; promoter responses identify the moment that turned them into advocates, which marketing can amplify.
NPS has critics
NPS has been criticized for compressing information (a 6 and a 0 are both detractors), for being culturally biased (Americans give higher scores than Europeans), and for being susceptible to gaming when used as a compensation lever. Most modern customer-success teams use NPS alongside CSAT and retention metrics rather than as a sole indicator.