Net Promoter Score (NPS)
Also known as: NPS, Net Promoter, likelihood to recommend
Net Promoter Score (NPS) is a loyalty measure built on one survey question, how likely a customer is to recommend you on a 0–10 scale, calculated as the share of promoters minus the share of detractors.
NPS = % promoters (scores 9–10) − % detractors (scores 0–6)NPS was introduced by Frederick Reichheld in Harvard Business Review in December 2003. It asks about intent to recommend, which makes it a relationship metric. CSAT and CES measure something narrower: satisfaction with one interaction and the effort it took. The score runs from −100 to +100. Passives, who answer 7 or 8, count in the total but not in either share.
Example
A dental clinic network surveys patients a week after treatment and gets 400 answers:
- 220 patients answer 9 or 10 (promoters, 55%);
- 120 answer 7 or 8 (passives, 30%);
- 60 answer 0 to 6 (detractors, 15%).
NPS: 55 − 15 = +40. The figures are illustrative.
How to use it
Treat the follow-up question, “what is the main reason for your score?”, as the useful half. Group the answers from detractors by theme and fix the most common one. Close the loop with each detractor within a few days if you can.
Check whether NPS predicts anything in your own data. Compare retention or repeat purchases for promoters and detractors over the next six months. If the groups behave the same way, the score is not telling you much about growth.
Common mistakes
- Averaging the 0–10 answers instead of subtracting the shares.
- Surveying only happy customers, for example right after a successful delivery.
- Comparing NPS across industries or countries where people score differently.
- Tying staff bonuses to NPS, which invites people to ask for 10s.