Net Promoter Score
Measures customer loyalty by subtracting the share of critics from the share of advocates.
Formula
Variables
Example
70 % promoters, 10 % detractors → NPS = 60
How it works
Net Promoter Score is a simple way to summarize how many customers are enthusiastic about a brand compared with how many are unhappy. It works by converting survey ratings into two groups: promoters (people likely to recommend) and detractors (people likely to discourage others), then subtracting the detractor percentage from the promoter percentage. The result is a single score from -100 to +100 that makes it easy to compare customer sentiment over time or across products.
When to use it
Use NPS when you want a quick, high-level measure of customer loyalty after a purchase, support interaction, or service experience. It is especially useful in customer experience tracking, benchmarking teams, and spotting whether satisfaction is improving or worsening.
Worked example, step by step
Survey results: - 120 customers responded - 66 gave a score of 9–10 (promoters) - 24 gave a score of 0–6 (detractors) Step 1: Find the promoter percentage 66 / 120 = 0.55 = 55% Step 2: Find the detractor percentage 24 / 120 = 0.20 = 20% Step 3: Subtract detractors from promoters NPS = 55% - 20% = 35 Final answer: NPS = 35
Common mistakes to avoid
- Using the raw number of promoters and detractors instead of percentages
- Including passive scores (7–8) in either group
- Forgetting that NPS can be negative when detractors outnumber promoters
Did You Know?
An NPS above 50 is considered world-class; Apple and Tesla consistently score above 70.
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