What Is NPS?
Net Promoter Score (NPS) is a customer loyalty metric developed by Fred Reichheld and Bain & Company. It's based on a single question: "On a scale of 0–10, how likely are you to recommend [company/product] to a friend or colleague?"
Respondents are grouped into three categories based on their score: Promoters (9–10), Passives (7–8), and Detractors (0–6). Your NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The result is a single number between −100 and +100.
Understanding Your NPS Score
9–10
Promoters
Loyal enthusiasts who will keep buying and refer others. They fuel growth.
7–8
Passives
Satisfied but unenthusiastic. Vulnerable to competitive offerings.
0–6
Detractors
Unhappy customers who can damage your brand through negative word-of-mouth.
NPS Formula
NPS = % Promoters − % Detractors
Example: 60% Promoters, 10% Detractors → NPS = +50 (excellent)
NPS Benchmarks by Industry
| Industry | Average NPS | Good NPS |
|---|---|---|
| SaaS / Software | +30 | +50+ |
| E-commerce / Retail | +45 | +60+ |
| Financial Services | +34 | +50+ |
| Healthcare | +38 | +55+ |
| Hospitality | +53 | +70+ |
| Telecommunications | +24 | +40+ |
| Education | +41 | +60+ |
How often does your organisation currently measure Net Promoter Score?
320 votes so far · Click an option to vote
How to Run an Effective NPS Survey
Ask the core NPS question
"On a scale of 0–10, how likely are you to recommend us to a friend or colleague?" Keep this as question 1. Don't modify the wording — consistency is what makes NPS comparable over time.
Add a follow-up open question
"What is the main reason for your score?" This qualitative data is where the real insight lives. It tells you why people are Promoters or Detractors — and what to fix.
Choose the right moment
Send NPS surveys at meaningful moments: after onboarding, after a support interaction, after a purchase, or at regular intervals (quarterly). Timing affects scores significantly.
Close the loop with Detractors
Follow up personally with Detractors (score 0–6) within 48 hours. A personal response to a negative experience can convert a Detractor into a Passive or even a Promoter.
Track trends, not snapshots
A single NPS score is less useful than a trend over time. Run NPS surveys consistently and track whether your score is improving, declining, or stable.
NPS Survey Best Practices
Keep the survey to 2–3 questions maximum. The NPS question plus one open follow-up is the gold standard.
Don't survey the same customer more than once per quarter — survey fatigue will skew your scores.
Segment your NPS by customer type, product line, or geography to identify where problems are concentrated.
Share NPS results with your whole team — not just leadership. Everyone should know how customers feel.
Use AI analysis to automatically categorise open-text responses into themes (pricing, support, features, etc.).
Benchmark against your own historical scores first, then against industry averages.
Act on the data. An NPS programme that doesn't drive change is just a vanity metric.
Create your NPS survey free
AI-powered survey creation with real-time analytics and instant insights — no credit card required.
Create NPS Survey Manual Builder