Net Promoter Score

NPS is a metric used in customer experience programs. NPS measures the loyalty of customers to a company. NPS scores are measured with a single question survey and reported with a number from -100 to +100, a higher score is desirable. Promoters respond with a score of 9 or 10 and are typically loyal and enthusiastic customers. Passives respond with a score of 7 or 8. They are satisfied with your service but not happy enough to be considered promoters. Detractors respond with a score of 0 to 6. These are unhappy customers who are unlikely to buy from you again, and may even discourage others from buying from you. [1]
The NPS ranges -100 to 100. NPS > 0 is good, and an NPS of 50 or more is excellent. [2]
More than 2/3 of the Fortune 1000 use NPS to measure user or employee satisfaction. [3] [4] [5]


[1] newfdelotest // Qualtrics. Retrieved May 21, 2021, from

[2] Startup Metrics You Need to Monitor,

[3] Rea, R. H. (1989). Factors affecting success and failure of seed capital/start-up negotiations. Journal of Business Venturing, 4(2), 149–158.

[4] Keiningham, T. L., Aksoy, L., Cooil, B., Andreassen, T. W., & Williams, L. (2008). A holistic examination of Net Promoter. Journal of Database Marketing & Customer Strategy Management, 15(2), 79–90.

[5] Raassens, N., & Haans, H. (2017). NPS and Online WOM. Journal of Service Research, 20(3), 322–334.

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