What is Net Promoter Score?
NPS is the fastest way to measure whether customers recommend your business. One question, one number, direct action. Companies with a high NPS grow on average twice as fast as competitors.
Net Promoter Score (NPS) is a method for measuring customer loyalty. At its core is one question: 'How likely are you to recommend us to a friend or colleague?' Respondents give a score from 0 to 10.
Based on that score, customers are grouped into three categories: Promoters (9-10), Passives (7-8) and Detractors (0-6). NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.
How do you calculate NPS?
The calculation is simple: NPS = % Promoters minus % Detractors. Passives are not included in the calculation but do affect the overall percentages.
Example: of 100 respondents, 60 are Promoters, 25 Passives and 15 Detractors. NPS = 60% minus 15% = +45.
NPS can range from minus 100 (everyone is a Detractor) to +100 (everyone is a Promoter). A score above 0 is positive; above +50 is considered excellent.
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What is a good NPS score?
What counts as 'good' varies by sector. In B2B services +30 is average, in e-commerce the benchmark is around +45. Recruitment and HR services typically sit between +20 and +40.
More important than the absolute score is the trend: if your NPS rises over time, you are improving the customer experience. If it falls, there is a structural issue that needs attention.
Transactional vs relational NPS
Transactional NPS delivers the most useful data. By measuring right after a specific moment you know exactly which step in the customer journey needs improvement.
There are two types. Relational NPS measures overall loyalty, independent of a specific interaction. You run it periodically, for example every quarter.
Transactional NPS measures satisfaction right after a specific touchpoint: after a purchase, after a customer call or after a delivery. This type gives more actionable insights because you know exactly which moment influenced the score.
Measuring NPS: a practical approach
Choose the right moment. In e-commerce: after delivery. In recruitment: after placement. In services: after a consultation or project completion.
Send the survey by email or SMS, with a maximum of 2-3 questions. The NPS question plus one open follow-up ('What is the main reason for your score?') yields the most useful data.
Automate sending so every customer receives an invitation at the right time. Manual sending leads to inconsistent data and low response rates.
From NPS to action
An NPS score without follow-up has no value. Set up internal alerts for Detractors: a low score should lead to a response from the responsible person within 24 hours.
Promoters are an opportunity. Activate them for a review, recommendation or referral. Customers who give a 9 or 10 are willing to do this if you ask at the right time.
Analyse open answers by segment. Are there patterns in the criticism? Specific products, people or processes that consistently score lower? Those are your improvement priorities.