What is Net Promoter Score (NPS)?

Net Promoter Score (NPS) is a customer loyalty metric that measures how likely customers are to recommend your product or service. Customers rate on a 0-10 scale and are categorized as Promoters (9-10), Passives (7-8), or Detractors (0-6). NPS is calculated as the percentage of Promoters minus the percentage of Detractors, yielding a score from -100 to +100.

What is a good NPS score?

Any positive NPS (above 0) is generally considered acceptable. A score of 30-49 is good, 50-69 is great, and 70+ is world-class. However, NPS varies significantly by industry. SaaS companies average 30-40, while B2B services average 25-30. Always benchmark against your specific industry rather than using a universal standard.

What is the difference between Promoters, Passives, and Detractors?

Promoters (9-10) are loyal enthusiasts who actively recommend your product and drive growth through referrals. Passives (7-8) are satisfied but unenthusiastic customers vulnerable to competitive offerings. Detractors (0-6) are unhappy customers who can damage your brand through negative word-of-mouth and are at high risk of churning.

How often should you measure NPS?

Most companies measure relationship NPS quarterly or semi-annually to track overall loyalty trends. Transactional NPS (after specific interactions like support tickets or onboarding) can be measured continuously. Avoid surveying the same customers more than once per quarter to prevent survey fatigue, which can skew results.

What is the margin of error for NPS surveys?

NPS margin of error depends on your sample size. With 100 responses, the margin of error is approximately plus or minus 10 points at 95% confidence. With 400 responses, it drops to about plus or minus 5 points. For statistically reliable NPS, aim for at least 200 responses per measurement period.

How can I improve my NPS?

Focus on three strategies: (1) Close the loop with Detractors by responding to their feedback and addressing root causes. (2) Convert Passives to Promoters by identifying what would delight them. (3) Amplify Promoters through referral programs and advocacy initiatives. The fastest gains usually come from reducing Detractor count by fixing the most common complaints.

NPS Calculator — Measure Customer Loyalty

What Is Net Promoter Score?

Net Promoter Score (NPS) is a customer loyalty metric created by Fred Reichheld at Bain & Company. It measures the likelihood that customers will recommend your product or service to others. Customers answer one question on a 0–10 scale and are grouped into three categories: Promoters (9–10), Passives (7–8), and Detractors (0–6).

NPS has become the standard loyalty metric for SaaS companies, product teams, and customer success organizations because it correlates with revenue growth, retention, and word-of-mouth acquisition. A single number that the entire company can rally around.

How to Calculate NPS

The NPS formula subtracts the percentage of Detractors from the percentage of Promoters. Passives count toward the total but don't directly affect the score.

NPS = (% Promoters) − (% Detractors)

Promoters = Respondents scoring 9 or 10

Detractors = Respondents scoring 0 through 6

For example, if you survey 200 customers and 100 are Promoters (50%), 60 are Passives (30%), and 40 are Detractors (20%), your NPS is 50 − 20 = +30.

Understanding NPS Score Ranges

70 to 100 (Excellent): World-class customer loyalty. Customers are enthusiastic advocates driving organic growth.
50 to 69 (Great): Strong customer satisfaction well above industry averages.
30 to 49 (Good): Solid foundation with clear room for improvement.
0 to 29 (Needs Improvement): More detractors than ideal. Focus on understanding and addressing pain points.
−100 to −1 (Critical): Significant customer dissatisfaction requiring immediate attention.

NPS Industry Benchmarks

NPS varies significantly across industries. Always benchmark against your specific sector rather than using a universal standard.

B2C / E-commerce: Average NPS of 39
Healthcare: Average NPS of 38
SaaS / Technology: Average NPS of 36
Financial Services: Average NPS of 35
B2B Services: Average NPS of 25
Insurance: Average NPS of 21

Frequently Asked Questions

NPS is a customer loyalty metric where customers rate their likelihood to recommend on a 0–10 scale. Responses are categorized as Promoters (9–10), Passives (7–8), or Detractors (0–6). The score is calculated as the percentage of Promoters minus the percentage of Detractors, yielding a result between −100 and +100. It was created by Fred Reichheld at Bain & Company and published in a 2003 Harvard Business Review article.

Step 1: Categorize each response — 9–10 are Promoters, 7–8 are Passives, 0–6 are Detractors. Step 2: Calculate the percentage of total respondents in each group. Step 3: Subtract the Detractor percentage from the Promoter percentage. Example: 120 Promoters out of 300 total (40%) minus 60 Detractors (20%) = NPS of +20.

Any positive NPS (above 0) means you have more Promoters than Detractors. Scores of 30–49 are considered good, 50–69 are great, and 70+ is world-class. However, context matters — SaaS companies average 30–40, while B2B services average 25–30. Always compare against your specific industry benchmark rather than using a universal standard.

Promoters (9–10) are loyal enthusiasts who actively recommend your product and drive referral growth. Passives (7–8) are satisfied but unenthusiastic — they won't actively promote you and are vulnerable to competitors. Detractors (0–6) are unhappy customers who may discourage others from using your product and are at highest risk of churning.

Relationship NPS (overall satisfaction) should be measured quarterly or semi-annually. Transactional NPS (after specific interactions like support or onboarding) can be measured continuously. Avoid surveying the same customer more than once per quarter to prevent survey fatigue. Track trends over time rather than optimizing for any single measurement.

Margin of error depends on sample size. With 100 responses, expect roughly ±10 points at 95% confidence. With 400 responses, it narrows to about ±5 points. For statistically meaningful NPS trends, aim for at least 200 responses per period. This calculator's advanced mode computes the exact margin of error for your sample size.

Three proven strategies: (1) Close the loop with every Detractor — respond to their feedback and address root causes to prevent churn. (2) Convert Passives to Promoters by identifying what would move them from satisfied to enthusiastic. (3) Empower Promoters through referral programs and advocacy channels. The fastest gains typically come from reducing Detractor count by fixing the most frequent complaints.

NPS Calculator

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What Is Net Promoter Score?

How to Calculate NPS

Understanding NPS Score Ranges

NPS Industry Benchmarks

Frequently Asked Questions