Net Promoter Score (NPS)
NPS measures customer loyalty by asking one question: "How likely are you to recommend this product to a friend or colleague?" on a 0–10 scale. Promoters (9–10) minus Detractors (0–6) equals your NPS. It's widely used because it correlates with growth — products with high NPS grow faster through word-of-mouth — but it's a lagging indicator and easily gamed.
Note: Passives (7–8) are excluded from the calculation but should be tracked separately as a conversion opportunity.
NPS > 50 is excellent; > 70 is world-class (Apple, Tesla territory)
NPS < 0 means more detractors than promoters — a serious signal of product problems
Benchmarks by segment
How to improve NPS
Follow up with every detractor within 48 hours — these conversations generate the most actionable product insights
Understand why passives gave 7–8 instead of 9–10: what one thing would move them to promoter?
Close the feedback loop: when you fix an issue detractors raised, tell them you fixed it
Survey at multiple points in the customer lifecycle, not just annually — NPS varies by stage
Common measurement mistakes
Frequently Asked Questions
The highest-signal timing is 30–90 days after signup (post-activation) and 12 months after renewal. In-product surveys at moment of value (after completing a key task) are more accurate than quarterly email blasts.
NPS is a useful signal but a poor primary metric. It's lagging (reflects past experience), doesn't tell you what to fix, and can be gamed by surveying selectively. Use it alongside retention and engagement data for a fuller picture.