What Is Net Promoter Score?
Net Promoter Score (NPS) measures customer loyalty by asking one question: how likely are you to recommend us? Learn how to calculate, interpret, and act on NPS.
Key Takeaways
- NPS is calculated by subtracting the percentage of detractors (0-6 scores) from the percentage of promoters (9-10 scores).
- It ranges from -100 to +100, with scores above 50 considered excellent.
- NPS is most valuable when paired with follow-up questions that explain the score and drive action.
How NPS works
NPS asks customers a single question: on a scale of 0 to 10, how likely are you to recommend our product or service to a friend or colleague? Responses are grouped into three categories. Promoters (9-10) are loyal enthusiasts. Passives (7-8) are satisfied but unenthusiastic. Detractors (0-6) are unhappy and potentially damaging. NPS equals the percentage of promoters minus the percentage of detractors. A company with 60% promoters and 20% detractors has an NPS of 40.
What makes NPS useful
NPS provides a single, standardised metric for customer loyalty that can be tracked over time and compared across industries. Its simplicity means response rates are high — a one-question survey gets far more completions than a lengthy questionnaire. It correlates with revenue growth in many studies, though this relationship is not universal. The real value comes from the follow-up: asking promoters what they love and detractors what went wrong generates actionable qualitative feedback.
Limitations of NPS
NPS is a lagging indicator — it tells you about past experience, not future behaviour. Cultural differences affect scores: customers in some regions systematically score higher or lower. A single number obscures important variation across customer segments, products, or touchpoints. NPS does not explain why customers feel the way they do. For African businesses operating across diverse markets, comparing NPS scores between countries requires cultural calibration.
Acting on NPS data
Close the loop with every detractor — contact them within 48 hours to understand and address their concerns. Analyse promoter feedback to identify what drives loyalty and double down on those areas. Track NPS by customer segment, product line, and touchpoint to find specific improvement opportunities. Monitor NPS trends over time rather than fixating on any single measurement. Combine NPS with operational metrics to build a complete picture of customer experience.