What Is Net Promoter Score (NPS)? A Plain-English Guide
Net Promoter Score (NPS) is a single number, from -100 to +100, that shows how likely your customers are to recommend you. You get it by asking one question, “How likely are you to recommend us to a friend or colleague?”, on a scale from 0 to 10.
The method was introduced by Fred Reichheld of Bain & Company in a 2003 Harvard Business Review article, “The One Number You Need to Grow” (background on NPS). It is popular because it is quick to answer and easy to track over time.
How NPS Is Calculated
Every answer puts the person into one of three groups:
- Promoters (9 to 10): enthusiastic fans who are likely to recommend you.
- Passives (7 to 8): satisfied but not excited. They could switch to a competitor.
- Detractors (0 to 6): unhappy customers who may warn others away.
NPS = % of Promoters minus % of Detractors. Passives count towards the total but not towards either group.
A worked example
You ask 100 customers. 50 answer 9 or 10, 30 answer 7 or 8, and 20 answer 0 to 6. That is 50% Promoters and 20% Detractors, so your NPS is 50 – 20 = 30.
What Is a Good NPS?
Any score above 0 means you have more Promoters than Detractors. Beyond that, a “good” score depends on your industry and on your own trend.
The most useful comparison is with yourself. A score that rises from 12 to 25 over a year tells you more than any industry average, because your customers, prices and market stay the same.
| Score | What it usually means |
|---|---|
| Below 0 | More Detractors than Promoters. Fix the main complaints first. |
| 0 to 30 | A positive base with clear room to improve. |
| 30 to 70 | Strong loyalty. Find out what Promoters love and do more of it. |
| Above 70 | Exceptional. Turn Promoters into reviewers and referrers. |
Treat these bands as a rough guide, not a rule. Compare against businesses like yours where you can.
Two Kinds of NPS Survey
- Relationship NPS: asked on a schedule, such as every quarter, about your business overall. It tracks loyalty over time.
- Transactional NPS: asked right after an event, such as a purchase, a support chat or a finished course. It tells you how that moment went.
Why NPS Is Worth Tracking
- It is fast. One click means far more people answer than a long survey.
- It shows a trend. The same question asked every quarter shows whether changes you make are working.
- It finds people to talk to. Detractors tell you what to fix. Promoters are the people to ask for reviews and testimonials.
The Follow-Up Question Matters Most
The score tells you how people feel. The follow-up, “What is the main reason for your score?”, tells you why. Always ask it, and read every answer from Detractors.
Common NPS Mistakes
- Asking once a year. You get a data point, not a trend. Quarterly works better.
- Ignoring Passives. They are the easiest group to turn into Promoters. Ask what would make them score a 9.
- Not closing the loop. If a Detractor explains a problem, reply. A quick fix can win them back.
- Chasing the number. Asking only your happiest customers raises the score and hides the truth.
Frequently Asked Questions
Can NPS be negative?
Yes. If more people score 0 to 6 than 9 to 10, the score is below zero. The lowest possible score is -100.
How many responses do I need?
There is no magic number, but with only a handful of answers one person can swing the score a lot. Look at the trend over several rounds rather than a single small sample.
Is NPS the same as customer satisfaction (CSAT)?
No. CSAT asks how satisfied someone was with a specific experience. NPS asks whether they would recommend you, which is closer to loyalty.
Next Steps
Ready to measure it? Our guide on exporting poll results shows how to keep a quarterly record, and you can run the survey itself directly on your WordPress site.