Net Promoter Score (NPS): What Is It & How to Calculate

Last Updated: June 28, 20243.3 min readCategories: Marketing

In today’s competitive business landscape, understanding customer satisfaction is vital for success. The net promoter score (NPS) is one of the key marketing metrics that helps businesses measure customer loyalty and predict growth.

This article explores the net promoter score definition, its importance, how to calculate it, and what constitutes a good NPS.

What Is a Net Promoter Score (NPS)?

A net promoter score (NPS) is a metric used to gauge customer loyalty and satisfaction by asking customers how likely they are to recommend a company’s product or service to others.

The score is calculated based on responses to a single question, typically rated on a scale from 0 to 10. Understanding NPS helps businesses identify areas for improvement and measure the impact of changes over time.

Importance of Net Promoter Score

Understanding the net promoter score is crucial for businesses aiming to enhance customer loyalty and satisfaction. Some of its benefits are:

  • Customer Loyalty Measurement: NPS provides a clear metric to measure customer loyalty and predict future customer behavior.
  • Feedback for Improvement: The score highlights areas where the company excels and where it needs improvement.
  • Benchmarking: Businesses can benchmark their NPS against industry standards to see where they stand competitively.
  • Customer Segmentation: NPS allows companies to segment customers into promoters, passives, and detractors, helping tailor marketing strategies.
  • Growth Indicator: A high NPS is often correlated with strong business growth and increased revenue.

How to Calculate Net Promoter Score

Calculating the net promoter score involves a straightforward process that starts with surveying customers. The survey typically includes the question: “How likely are you to recommend our product/service to a friend or colleague?” Respondents answer on a scale from 0 to 10, with 0 being “not at all likely” and 10 being “extremely likely.”

From there, the steps to calculate NPS are:

Categorize Respondents

  • Promoters (score 9-10): These are loyal enthusiasts who will keep buying and referring others, fueling growth.
  • Passives (score 7-8): These customers are satisfied but unenthusiastic. They are vulnerable to competitive offerings.
  • Detractors (score 0-6): These are unhappy customers who can damage your brand through negative word-of-mouth.

Calculate the Percentages

  • Percentage of Promoters: (Number of Promoters / Total Respondents) x 100
  • Percentage of Detractors: (Number of Detractors / Total Respondents) x 100

Apply the Formula

NPS = % Promoters − % Detractors

An Example of How It’s Used

For instance, imagine a company surveys 100 customers and finds that 70% are promoters, 20% are passives, and 10% are detractors. By applying the NPS formula, the company would subtract the percentage of detractors from the percentage of promoters, resulting in an NPS of 60%.

This score indicates a high level of customer satisfaction and loyalty, providing the company with a valuable metric to guide its customer service strategies.

What is a Good Net Promoter Score?

A good net promoter score varies by industry, but generally, a score above 0 is considered good, as it means there are more promoters than detractors. Scores above 50 are excellent, indicating high customer satisfaction and loyalty.

However, each industry has its benchmarks, and businesses should aim to meet or exceed the average NPS in their field.

Strategies to Improve Net Promoter Score

To boost your net promoter score, focus on enhancing customer satisfaction and loyalty through these practical strategies:

  • Deliver Exceptional Customer Service: Ensure timely, helpful, and personalized responses to customer inquiries and issues.
  • Solicit and Act on Feedback: Regularly gather customer feedback and implement improvements based on their suggestions.
  • Enhance Product Quality: Continuously improve your product or service to meet and exceed customer expectations.
  • Engage Customers with Personalized Communication: Use personalized emails and messages to make customers feel valued and understood.
  • Build a Customer Loyalty Program: Create a loyalty program that rewards repeat customers and encourages positive word-of-mouth.

Net Promoter Score (NPS): Final Thoughts

Understanding the net promoter score meaning and how to calculate it is essential for businesses aiming to improve customer satisfaction. By leveraging NPS, companies can gain valuable insights into customer loyalty and make informed decisions to drive growth. Regularly monitoring and acting on NPS feedback helps businesses stay competitive and foster long-term customer relationships.

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