Guide
What is Net Promoter Score (NPS)?
Net Promoter Score (NPS) is a global benchmark for measuring customer loyalty. Customers answer one simple question: "How likely are you to recommend us to a friend or colleague?" on a 0–10 scale. Their answer reveals whether they are a Promoter, Passive, or Detractor.
The formula
NPS = % Promoters − % Detractors
Score range: −100 to +100. Anything above 0 is good; above 50 is excellent; above 70 is world-class.
Detractors
0–6
Unhappy customers who can damage your brand through negative word-of-mouth.
Passives
7–8
Satisfied but unenthusiastic — vulnerable to competitive offerings.
Promoters
9–10
Loyal enthusiasts who fuel growth through referrals and repeat purchase.
Why NPS works
- • Simple — one question, universally understood.
- • Predictive — strongly correlates with retention & referral.
- • Comparable — benchmark against industry & geography.
- • Actionable — segments customers into clear loyalty buckets.
Beyond the score: closing the loop
A score is only useful if you act on it. NPScore.ai automatically routes detractors to the right team, tracks resolution, and uses AI to surface root causes — so loyalty becomes a system, not a survey.