In short
Net Promoter Score (NPS) measures customer loyalty with one question — "how likely are you to recommend us?" — answered 0–10. Subtract the percentage of detractors (0–6) from the percentage of promoters (9–10) and you get a score from −100 to +100. This guide covers what NPS is, the formula with a worked example, what counts as good, benchmarks, employee NPS, and how to improve it.
What is NPS (Net Promoter Score)?
Net Promoter Score is a customer-loyalty metric built on a single question: "How likely are you to recommend us to a friend or colleague?" answered on a 0–10 scale. Unlike a satisfaction score tied to one moment, NPS captures the overall relationship — whether customers like you enough to put their own reputation behind a recommendation. It was introduced in 2003 and is now one of the most widely used experience metrics in the world.
The three response groups
- Promoters (9–10) — loyal enthusiasts who'll recommend you and fuel growth.
- Passives (7–8) — satisfied but unenthusiastic; they don't count in the formula but can be nudged into promoters.
- Detractors (0–6) — unhappy customers who can damage your reputation through word of mouth.
How is NPS calculated? The formula
The Net Promoter Score formula is:
NPS = % Promoters − % Detractors
Passives are excluded from the subtraction, though they still count toward your total when you work out the percentages. The result is a whole number between −100 and +100 (not a percentage).
A worked example
Say you collect 200 responses: 120 promoters, 50 passives, 30 detractors.
| Group | Responses | % of total |
|---|---|---|
| Promoters (9–10) | 120 | 60% |
| Passives (7–8) | 50 | 25% |
| Detractors (0–6) | 30 | 15% |
NPS = 60% − 15% = +45.
What is a good NPS score?
Any score above 0 means you have more promoters than detractors. As a rough guide, above +30 is good, above +50 is excellent, and above +70 is world-class. But NPS varies enormously by industry — a score that's strong in one sector is average in another — so the most useful comparison is your own trend over time and a benchmark from a comparable organisation, not a universal number.
NPS benchmarks
Because averages differ so much by sector (retail, healthcare, transport, and SaaS all sit at different baselines), treat published benchmarks as directional only. The metric that matters is movement: is your NPS rising, and can you tie the rise to specific changes you made? That's what a well-run program proves.
Transactional vs relational NPS
There are two common ways to run NPS. Relational NPS is measured periodically (e.g. quarterly) to track the overall relationship. Transactional NPS is measured right after a specific interaction — a purchase, a support call, a visit — to see how that touchpoint affected loyalty. Transactional NPS captured in the moment gives you something you can act on quickly.
Employee NPS (eNPS)
The same method works for staff: "How likely are you to recommend this organisation as a place to work?" on 0–10, scored identically. Employee NPS (eNPS) is a fast, low-friction way to track engagement and spot morale issues early — see our employee feedback page for how we capture it in the moment.
NPS survey questions
The core question is fixed, but the follow-up is where the value is. Always pair the 0–10 rating with an open question — "What's the main reason for your score?" — so you learn why people feel the way they do, not just the number. Keep it to those two questions to protect your response rate.
How to improve your NPS
- Close the loop with detractors fast — following up on a low score is one of the most effective ways to recover a customer and lift the score.
- Act on the themes in the open comments, not just the number.
- Convert passives by fixing the small frictions that keep them from being enthusiasts.
- Capture NPS in the moment so issues surface while they're still fixable.
NPS vs CSAT vs CES
NPS measures overall loyalty; CSAT measures satisfaction with a specific touchpoint; CES measures how much effort an interaction took. They answer different questions — most mature programs use NPS for the relationship trend and CSAT for in-the-moment action. See the full comparison in CSAT vs NPS vs CES and the wider set in customer satisfaction metrics.
How to collect NPS in real time
NPS is traditionally emailed weeks after an interaction, which means low response rates and stale data. Capturing it in the moment — on a kiosk, QR, or smiley-style survey — lifts response rates and lets you act while the relationship is live.
Questions
Frequently asked
How is NPS calculated?
NPS = % Promoters − % Detractors. Ask 'how likely are you to recommend us?' on 0–10; promoters are 9–10, passives 7–8 (excluded from the formula), detractors 0–6. Subtract the detractor percentage from the promoter percentage; the result is a whole number from −100 to +100.
What is a good Net Promoter Score?
Above 0 means more promoters than detractors. As a guide, above +30 is good, +50 excellent, and +70 world-class — but it varies a lot by industry, so compare against your own trend and a similar organisation rather than a universal number.
What is the difference between NPS and CSAT?
NPS measures overall loyalty (likelihood to recommend) across the whole relationship, while CSAT measures satisfaction with a specific interaction or touchpoint. Most programs use CSAT for in-the-moment action and NPS for the long-term relationship trend.
What is employee NPS (eNPS)?
Employee NPS applies the same 0–10 recommend question to staff — 'how likely are you to recommend this organisation as a place to work?' — scored the same way. It's a quick, low-friction measure of engagement.
How can I improve my NPS?
Close the loop with detractors quickly, act on the themes in open comments, convert passives by removing small frictions, and capture NPS in the moment so issues surface while they're still fixable.
Measure NPS the moment it happens
Book a free assessment and we'll show you how to capture Net Promoter Score in real time and act on it.