The Net Promoter Score (NPS) is a metric used to gauge customer experience and loyalty to a brand or company. It is based on a single question survey asking customers to rate on a 0-10 scale how likely they would be to recommend a company/product/service to a friend or colleague.
- Scores from 9-10 are considered “Promoters”
- 7-8 are considered “Passives”
- 0-6 are considered “Detractors”
The NPS is then calculated by subtracting the percentage of Detractors from the percentage of Promoters. For example, if 40% of customers are Promoters and 20% are Detractors, the NPS would be 40 – 20 = 20.
Higher NPS scores indicate stronger customer loyalty and referral program potential. Over time, brands aim to increase their NPS through better customer experiences.
Real-world examples include Apple achieving high 70s to 80s NPS ratings while airlines often score in the teens or negatives. NPS provides actionable insight into where customer satisfaction can be improved.