Customer Experience

What Is Net Promoter Score (NPS)?

A metric measuring customer loyalty by asking how likely customers are to recommend a business on a 0-10 scale.

Net Promoter Score (NPS) is a widely used customer loyalty metric developed by Fred Reichheld at Bain & Company. It measures customer satisfaction and loyalty through a single question: "On a scale of 0 to 10, how likely are you to recommend [company/product] to a friend or colleague?"

How NPS Is Calculated

Respondents are categorized into three groups:
  • Promoters (9-10): Loyal enthusiasts who will keep buying and refer others
  • Passives (7-8): Satisfied but unenthusiastic customers vulnerable to competition
  • Detractors (0-6): Unhappy customers who can damage your brand through negative word-of-mouth

    NPS = % Promoters − % Detractors

    The score ranges from −100 (all detractors) to +100 (all promoters).

    • NPS Benchmarks by Industry

  • SaaS: 30-40 is good, 50+ is excellent
  • E-commerce: 40-50 is good, 60+ is excellent
  • Healthcare: 25-35 is good, 45+ is excellent
  • Financial Services: 20-30 is good, 40+ is excellent

    • NPS vs Reviews

    While NPS measures internal loyalty trends, customer reviews measure public perception:

    | Aspect | NPS | Reviews |

    AudienceInternal metricPublic-facing
    Format0-10 scoreStar rating + text
    PurposeTrack loyalty over timeInfluence purchase decisions
    FrequencyQuarterly/annuallyAfter each interaction
    | SEO Impact | None | Direct (rich snippets) |

    The best review management strategies use NPS to identify promoters and then guide them to leave public reviews, turning internal satisfaction data into external social proof.

    Integrating NPS with Review Collection

  • Send NPS survey after key customer milestones
  • Route promoters (9-10) to leave a public review
  • Route detractors (0-6) to a private feedback form
  • Track NPS alongside review metrics to correlate trends

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    Related Terms

    Customer Feedback Loop

    A continuous cycle of collecting customer feedback, analyzing it, implementing improvements, and communicating changes back to customers.

    Review Response Management

    The systematic process of monitoring, replying to, and managing customer reviews across platforms.

    Star Rating

    A 1-to-5 scale visual rating system using star icons to represent customer satisfaction levels.

    All TermsStart Free Trial