What is NPS?
Net Promoter Score — the complete guide.
Definition
Net Promoter Score (NPS) is a metric for customer loyalty, not satisfaction. It is based on a single question: "How likely are you to recommend our company to a colleague or industry contact?" on a scale of 0–10. The methodology was introduced by Fred Reichheld at Bain & Company in 2003.
How NPS is calculated
Respondents are segmented into three groups: Promoters (9–10) — loyal advocates who recommend you. Passives (7–8) — satisfied but unenthusiastic, easily lured by competitors. Detractors (0–6) — unhappy customers who can damage your brand. NPS = % Promoters – % Detractors. The score ranges from -100 to +100.
What is a good NPS?
Industry benchmarks vary widely. B2B services typically: average ~30, top quartile ~50+. B2C consumer brands: ~10–40. Tech / SaaS: ~30–60. The most important comparison is your trend over time — improving is what matters, not absolute level.
NPS vs NKI / CSI
NPS measures loyalty (would you recommend?). NKI / CSI measures satisfaction (how satisfied are you?). NPS is simpler and more externally comparable. NKI / CSI gives a richer, more diagnostic view. We typically recommend both — NPS as the leading indicator, NKI / CSI as the diagnostic deep-dive that explains the score.
When NPS works well
NPS is most valuable when measured continuously over time, with action between measurements. It does NOT replace deeper customer research. A single NPS measurement tells you very little; a quarterly tracking series with action plans tells you whether your customer strategy is working.
Common NPS mistakes
Measuring without acting (most common). Asking only NPS with no follow-up questions (no diagnostic value). Comparing across industries without context. Treating NPS as a target rather than a signal. Outsourcing NPS to a tool without integrating with strategy work.
Want to measure NPS in your customer base?
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