Net Promoter Score (NPS) is a simple yet powerful metric used to measure customer loyalty and sentiment. It helps teams across the business—from Product and CX to Marketing and Operations—make customer-centric decisions and continuously improve the experience.
This article explains exactly how NPS is calculated and how to use it to your advantage.
🧠 Understanding the NPS Categories
When customers respond to the NPS question—“How likely are you to recommend [your brand] to a friend or colleague?”—they rate you on a scale from 0 to 10. Their answers are grouped into three categories:
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Promoters (9–10): Your brand ambassadors and biggest advocates.
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Passives (7–8): Satisfied but unenthusiastic customers.
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Detractors (0–6): Unhappy customers likely to churn or leave negative feedback.
➗ How to Calculate Your Score
Use this formula:
NPS = % of Promoters − % of Detractors
Example:
You receive 100 survey responses:
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50 Promoters
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40 Passives
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10 Detractors
NPS = 50% − 10% = +40
❗ NPS can be negative: If 10% are Promoters and 40% are Detractors, NPS = −30
🎯 Why Promoters, Passives, and Detractors Matter
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Promoters can drive referrals, post glowing reviews, and become testimonials. Target them with Workflows to collect reviews or ask for feedback.
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Detractors may churn or damage your brand reputation. Prioritize outreach here to repair relationships or spot misaligned customer segments.
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Passives are full of potential. Ask yourself, “What would it take to turn a 7 into a 10?” With extra attention, this group can move the needle over time.
🚫 Why Passives Aren’t Part of the Equation
Passives don’t actively promote or criticize your brand. While they don’t impact your score, they can still impact your business. Improving their experience is a strategic opportunity to raise your overall NPS.
📈 Interpreting Your NPS
Your final NPS score will fall between −100 and +100. Here's how to understand your results:
| NPS Score Range | Meaning |
|---|---|
| −100 to 0 | Poor – More detractors than promoters. Likely high churn. |
| 1 to 40 | Good – Meeting customer expectations. |
| 41 to 70 | Great – Consistently wowing customers. |
| 71 to 100 | World-Class – Brand loyalty is exceptionally high. |
Compare against your own past scores to track improvement over time. Industry benchmarks can be useful—but the best benchmark is yourself.
🛠️ Use NPS to Drive Change
NPS is more than a number—it’s a tool for continuous improvement. Use your scores and feedback to:
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Refine your customer journey
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Identify coaching opportunities
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Shape product roadmaps
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Close the loop with follow-up actions
🙋 Need Help?
Reach out via the in-app chat bubble or email us at support@asknice.ly — we’re happy to assist!