What is Net Promoter Score (NPS)?
Quick Definition
Net Promoter Score (NPS) is a customer loyalty metric measured on a 0–10 scale based on the single question: "How likely are you to recommend our product or service to a friend or colleague?"
Detailed Explanation
Developed by Bain & Company, NPS categorizes respondents into Promoters (score 9–10), Passives (score 7–8), and Detractors (score 0–6). The overall score is calculated by subtracting the percentage of Detractors from the percentage of Promoters, yielding a result between -100 and +100.
Where NPS comes from
NPS was introduced by Fred Reichheld of Bain & Company in a 2003 Harvard Business Review article titled "The One Number You Need to Grow". The idea was that one question about willingness to recommend predicts loyalty and growth better than long satisfaction surveys. It has since become one of the most widely used customer experience metrics.
A worked example
Suppose 200 customers answer the question. 110 score 9 or 10 (55% promoters), 60 score 7 or 8 (30% passives) and 30 score 0 to 6 (15% detractors). Passives are ignored in the calculation, so NPS = 55 − 15 = +40. The result is a number between −100 and +100, not a percentage.
How to run an NPS survey well
- Ask at a consistent moment, such as 30 days after onboarding or after a delivery, so scores are comparable over time.
- Always add one open follow-up: "What is the main reason for your score?" The comment is where the insight is.
- Close the loop. Reply to detractors quickly and thank promoters.
- Track the trend and the segments (plan, region, cohort) rather than obsessing over a single number.
- Keep the sample large enough to be meaningful before you compare periods.
NPS, star ratings and public reviews
NPS measures how likely someone is to recommend you and is usually collected privately. Star ratings on Google or a product page measure satisfaction with a specific purchase and are public. They answer different questions, so use both. One caution: do not ask only your happiest customers (promoters) to leave a public review while steering unhappy ones elsewhere. Google and consumer protection rules treat that kind of review gating as a policy problem. Invite every customer to leave an honest review, and use NPS to decide who needs a follow-up call.
Key Takeaways
- Promoters (9-10) are loyal enthusiasts who fuel growth through word of mouth and high customer lifetime value.
- Passives (7-8) are satisfied but unenthusiastic customers vulnerable to competitive offerings.
- Detractors (0-6) are unhappy customers who can damage your brand through negative word of mouth and churn.
- Formula: NPS = % Promoters − % Detractors.
Practical Examples
Example #1
A SaaS feedback form asking users after 30 days: "On a scale of 0 to 10, how likely are you to recommend ProofBeer to a colleague?"
Example #2
Following up with every respondent: inviting everyone to leave an honest public review, and calling Detractors (0-6) personally to fix the problem.
Frequently Asked Questions
What is considered a good NPS score in SaaS?
In SaaS, an NPS score above +30 is considered good, above +50 is excellent, and above +70 is world-class.
How does NPS relate to social proof collection?
NPS tells you who your enthusiastic customers are. Use it to prioritise follow-up and to find stories worth featuring, and invite all customers, not only high scorers, to leave honest public reviews, since selectively asking happy customers breaches Google and consumer protection review rules.
Related Concepts
Net Promoter Score (NPS) is a customer loyalty metric based on one question: how likely are you to recommend us, from 0 to 10? Subtract the percentage of detractors (0 to 6) from the percentage of promoters (9 to 10) to get a score from -100 to +100.
NPS in short
NPS asks customers one question: 'How likely are you to recommend us to a friend or colleague?' on a scale from 0 to 10. Promoters answer 9 or 10, passives answer 7 or 8, and detractors answer 0 to 6. NPS equals the percentage of promoters minus the percentage of detractors. The result ranges from -100 to +100.
A worked example
You survey 200 customers. 110 answer 9 or 10, 50 answer 7 or 8 and 40 answer 0 to 6. Promoters are 55 percent and detractors are 20 percent, so NPS is 35.
How to run an NPS survey well
Ask at a meaningful moment, such as 30 days after onboarding or after a support case. Keep it to the score plus one open question: 'What is the main reason for your score?' Segment results by plan, product or region. Close the loop with detractors quickly. Track the trend, not just one number.
NPS, star ratings and public reviews
NPS is an internal loyalty metric. Star ratings and public reviews are what prospects read. Promoters are your best candidates to ask for a testimonial or a public review, so route 9s and 10s to a testimonial form and detractors to support.
Frequently asked questions
What is Net Promoter Score?
Net Promoter Score is a customer loyalty metric based on one question: how likely are you to recommend this company or product to a friend or colleague, on a 0 to 10 scale. Subtracting the percentage of detractors from promoters gives a score from -100 to +100.
How is NPS calculated?
Group answers into promoters (9 to 10), passives (7 to 8) and detractors (0 to 6). Divide each group by total responses to get percentages, then subtract the detractor percentage from the promoter percentage. For example, 55 percent promoters and 20 percent detractors give an NPS of 35.
When should I send an NPS survey?
Send it after a meaningful experience, such as 30 days after onboarding, after a purchase has arrived or after a support case closes. Avoid surveying people too often, and keep it to the score plus one open follow-up question so more people finish it.
Can I use NPS responses as testimonials?
Only with permission. Promoters who score 9 or 10 are good candidates to invite to leave a testimonial or review, but their survey answer is not automatically publishable. Ask clearly, record consent and publish only their own words, with a name and photo if they agree.
How do I run an NPS survey with ProofBeer?
Build a short form with the AI form builder: a 0 to 10 question plus an open text question. Share it by link or email, review sentiment and topics in the dashboard, and route responses to Slack or Sheets. Invite promoters to submit a testimonial for your widgets.
Apply Net Promoter Score (NPS) to Your Business
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