What is net promoter score (NPS)?
NPS is a simple metric that asks customers how likely they are to recommend your company on a scale of 0–10, then categorises them as detractors, passives, or promoters.
Why is NPS relevant for brands?
It provides a high-level signal of customer loyalty and satisfaction, which is critical in recurring revenue models where renewals, expansions, and referrals drive long-term growth.
How is NPS calculated?
You subtract the percentage of detractors (0–6) from the percentage of promoters (9–10). The result, between –100 and +100, is your NPS.
When should NPS surveys be sent?
They are often sent after onboarding, at regular intervals during the relationship, or before key renewal milestones so teams can act on feedback.
How should companies respond to detractor feedback?
Detractors should be contacted quickly, their issues understood, and a clear action plan shared. This follow-through can turn negative experiences into recovered relationships.
What can be learned from promoters?
Promoters reveal what is working best—features, support, outcomes—and can often provide testimonials, case studies, and referrals.
How does NPS relate to product and service roadmaps?
Patterns in NPS comments highlight recurring issues and opportunities, helping teams prioritise improvements that have tangible impact on customer loyalty.
Is NPS enough on its own to measure customer health?
NPS is a useful signal, but it should be combined with usage data, support metrics, renewal behaviour, and qualitative feedback for a holistic view.
How can NPS be used in marketing?
Aggregated scores and anonymised quotes can signal trust on websites, proposals, and decks, demonstrating satisfaction without exposing individual customer details.
How often should NPS results be reviewed by leadership?
Leadership should review NPS trends and themes regularly, often quarterly, to align on actions and ensure accountability for improvements.
