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March 19, 2024

Net Promoter Score

March 19, 2024
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The Net Promoter Score (NPS) is a metric used in the field of customer feedback and satisfaction measurement. It quantifies customer loyalty and measures the likelihood of customers recommending a particular brand, product, or service to others. NPS is widely used in various industries to gauge customer satisfaction levels and assess the overall health of a business.


The Net Promoter Score provides companies with valuable insights into customer sentiment and their willingness to promote a brand. It is based on a simple question: On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague. Respondents are then categorized into three groups:

  1. Promoters (score 9-10): These are highly satisfied customers who are likely to advocate for the brand and generate positive word-of-mouth referrals.
  2. Passives (score 7-8): These customers are somewhat satisfied but may not actively promote the brand. They are considered neutral and have a limited impact on the overall NPS.
  3. Detractors (score 0-6): These customers are dissatisfied and may spread negative feedback about the brand, potentially harming a company’s reputation.

To calculate the Net Promoter Score, the percentage of detractors is subtracted from the percentage of promoters. The resulting score can range from -100 to +100, providing companies with a clear performance indicator.


  1. Simplicity: The Net Promoter Score is easy to understand and calculate, making it an accessible tool for businesses of all sizes.
  2. Actionable Insights: By categorizing customers into promoters, passives, and detractors, companies can identify areas for improvement and focus on addressing customer concerns.
  3. Benchmarking: The NPS allows businesses to compare their performance against industry or competitor averages, gaining valuable insights into their market position.
  4. Predictive Power: Research has shown a correlation between NPS and business growth, with a higher NPS often associated with increased sales and customer retention.


The Net Promoter Score can be used across various industries and sectors. Some common applications include:

  1. Customer Experience Management: NPS helps companies gauge customer satisfaction levels and identify touchpoints that need improvement.
  2. Market Research: NPS can be used to gather feedback on new products or services, providing insights into customer preferences and potential market demand.
  3. Employee Engagement: The concept of NPS can be extended to measure employee satisfaction and loyalty, helping organizations identify areas for improvement within their workforce.
  4. Competitive Analysis: Comparing NPS scores with competitors can highlight strengths and weaknesses, allowing businesses to develop strategies to gain a competitive advantage.


The Net Promoter Score is a powerful metric that measures customer loyalty and the likelihood of customers to recommend a brand. Its simplicity and predictive power make it an essential tool for businesses seeking to improve customer satisfaction, drive growth, and gain a competitive edge in the market. By analyzing NPS data and taking action on customer feedback, companies can cultivate a loyal customer base and enhance their overall performance.

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