Marketing, sales and customers
Net promoter score (NPS)
- Marketing, sales and customers
Definition
A score from -100 to 100 based on how likely customers say they are to recommend a business: the percentage of promoters minus the percentage of detractors.
Also called
NPS, Net promoter score
For your role
Choose your role to see what this term means in your work.
Why it matters
It is a simple, repeatable measure of loyalty, and the follow-up comments often matter more than the number.
Where it is used
Customer surveys, board reports and customer experience dashboards. Used by customer experience teams, marketing analysts, account managers and senior leaders.
How to calculate it
NPS = % promoters (scores 9 to 10) - % detractors (scores 0 to 6)
Worked example
ILLUSTRATION. Raket Parts B.V. holds no survey data. Suppose 200 customers answer on a 0 to 10 scale: 110 score 9 or 10 (55%), 60 score 7 or 8 (30%), and 30 score 0 to 6 (15%). NPS = 55 - 15 = 40. Passives count in the total but not in the score.
Raket Parts B.V. is a fictional company created for Insyt.
Definitions vary. The calculation is standard, but survey timing, channel and who is asked vary, so scores are hard to compare between organisations. Check how your organisation calculates it.