NPS Score Guide: How to Calculate and Improve Net Promoter Score
NPS measures customer loyalty with one question. Here's how to use it.
Key Takeaways
- The question: "How likely to recommend? (0-10)"
- Formula: % Promoters - % Detractors
- Good NPS: 0-30 = Good, 30-70 = Great, 70+ = Excellent
- Action: Follow up with detractors
How NPS Works
The Question
"On a scale of 0-10, how likely are you to recommend us to a friend or colleague?"
Scoring
- Promoters (9-10): Loyal enthusiasts
- Passives (7-8): Satisfied but unenthusiastic
- Detractors (0-6): Unhappy customers
Formula
NPS = % Promoters - % Detractors
Example: 50% promoters, 30% passives, 20% detractors NPS = 50 - 20 = 30
NPS Benchmarks
| Industry | Average NPS |
|---|---|
| SaaS | 30-40 |
| E-commerce | 45-55 |
| Financial services | 30-40 |
| Healthcare | 35-45 |
| B2B services | 25-35 |
Improving NPS
For Detractors
- Follow up personally
- Understand the problem
- Resolve and communicate
- Track improvement
For Passives
- Ask what would make 9-10
- Small improvements
- Remove friction
For Promoters
- Thank them
- Ask for referrals
- Request reviews
- Create advocacy program
FAQ
How often to survey?
Transactional: after key moments. Relational: quarterly.
What's a good response rate?
15-30% is typical. Higher is better.
NPS vs CSAT?
NPS = loyalty/relationship. CSAT = specific interaction satisfaction.
Track customer satisfaction with regular feedback and communication.
