One question, one number, and a read on whether your customers would put their own name behind you. What NPS measures, how to work it out, and what your score is telling you.
Net Promoter Score is the leading customer loyalty metric, created by Fred Reichheld and Bain & Company in 2003. It measures satisfaction through a single question: “How likely are you to recommend our company to a friend or colleague?”
Customers answer on a 0–10 scale. Their answer puts them in one of three groups, and only two of those groups count towards the score.
Loyal enthusiasts who keep buying and refer other people, which is what fuels growth.
Satisfied but unenthusiastic, and open to a better offer from someone else.
Unhappy customers who can damage the brand through what they say about it.
Passives count towards the total but not towards the score, which is why a survey full of sevens and eights lands on 0.
Take the share of Promoters, subtract the share of Detractors, and drop the percent sign. That is the whole calculation.
NPS = % Promoters − % Detractors
Scores run from −100 to +100. A positive score means more customers recommend you than warn people off, and every point above zero is a net recommendation.
One script tag, one payment, and the number you have been guessing at.
