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Net Promoter Score (NPS) is a widely used customer satisfaction metric that measures how likely customers are to recommend your product, service, or brand to others. It’s a simple yet powerful way to assess customer loyalty and uncover insights that can guide improvements across your business.
The NPS survey is built around a single standard question: “On a scale of 0 to 10, how likely are you to recommend [brand/product] to a friend or colleague?” Based on their responses, customers are grouped into:
By tracking NPS over time, businesses can monitor sentiment trends and take targeted action to improve the overall customer experience.
NPS = % of Promoters − % of Detractors
The score ranges from −100 to +100. A positive score indicates more promoters than detractors. Passives are still counted in the total survey responses but do not directly add to or subtract from the score.
NPS is a strong leading indicator of customer retention, since customers who say they’d recommend a brand are far more likely to stay subscribed and buy again. It also helps track brand perception over time, benchmark against competitors, and prioritize where to invest in customer experience improvements.
A DTC skincare brand surveys 200 subscribers after their second monthly delivery. 120 respondents (60%) score 9 or 10 (Promoters), 40 (20%) score 7 or 8 (Passives), and 40 (20%) score 0 to 6 (Detractors). NPS = 60 − 20 = +40.
Monitor your NPS regularly and follow up with Detractors to reduce churn, while rewarding Promoters to increase referrals. For a fuller view of subscriber health, pair NPS with a customer engagement score, since NPS captures stated intent and engagement scores capture actual behavior.
