NPS (Net Promoter Score)

NPS (Net Promoter Score) is a popular metric that gauges customer loyalty toward a company, product or brand based on their willingness to recommend it to others. It rests on a single, simple question: "On a scale from 0 to 10, how likely are you to recommend our company to a friend or colleague?" This simplicity has made NPS one of the most widely used measures of customer experience in the world.

How NPS works

Based on their answers, customers are divided into three groups:

• Promoters (9–10) — loyal enthusiasts who happily recommend the brand and drive growth.
• Passives (7–8) — satisfied but passive; they may easily switch to a competitor.
• Detractors (0–6) — dissatisfied customers who can harm reputation through negative reviews.

The NPS score is calculated with the formula: percentage of promoters − percentage of detractors. Passives do not affect the result. The outcome falls between -100 and +100. A positive value means satisfied customers outnumber unhappy ones, and a score above 50 is generally considered very good, though benchmarks vary by industry.

Practical application

NPS is surveyed cyclically — after a purchase, after a support contact or in regular surveys — to track the trend over time rather than a single snapshot. An open-ended follow-up question ("Why did you give that score?") adds great value, providing qualitative customer insight and pointing to concrete areas to improve.

As a relationship-oriented KPI, NPS pairs well with CSAT, which measures satisfaction with individual interactions. Together they give a fuller picture of customer experience: NPS shows overall loyalty and brand health, while CSAT rates the quality of specific experiences. Systematic work on raising NPS translates into lower churn and more referrals.