Net Promoter Score (NPS)
Also known as: NPS, Net Promoter, Promoter Score
Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to recommend your company to others. Unlike CSAT, which measures transactional satisfaction, NPS gauges overall relationship health.
Why NPS Matters
NPS is widely used because it:
- Predicts growth — Promoters drive referrals and expansion
- Measures loyalty — Goes beyond satisfaction to advocacy
- Benchmarks easily — Standardized methodology allows industry comparison
- Identifies at-risk customers — Detractors signal churn risk
How to Calculate NPS
The standard NPS question:
“On a scale of 0-10, how likely are you to recommend [Company] to a friend or colleague?”
Responses are categorized:
- Promoters (9-10): Loyal enthusiasts who refer others
- Passives (7-8): Satisfied but not enthusiastic
- Detractors (0-6): Unhappy customers who may damage reputation
NPS = % Promoters - % Detractors
NPS ranges from -100 to +100.
NPS Benchmarks
| NPS Score | Assessment |
|---|---|
| > 70 | World-class |
| 50-70 | Excellent |
| 30-50 | Good |
| 0-30 | Needs improvement |
| < 0 | Critical |
Benchmarks vary by industry. B2B SaaS averages around 30-40.
NPS vs. CSAT
| Aspect | NPS | CSAT |
|---|---|---|
| Focus | Loyalty, advocacy | Transaction satisfaction |
| Timeframe | Relationship | Moment |
| Frequency | Periodic | After interactions |
| Actionability | Strategic | Tactical |
Both are valuable — use CSAT for operational improvements, NPS for strategic health.
Impact of Support on NPS
Customer support significantly influences NPS:
- Positive support experiences create promoters
- Poor support creates detractors
- Resolution quality affects overall perception
- Support can recover at-risk relationships
Improving NPS
Strategies to boost Net Promoter Score:
- Deliver consistent quality — Every interaction matters
- Resolve issues completely — Don’t leave customers with lingering problems
- Exceed expectations — Surprise and delight when possible
- Act on feedback — Show customers you’re improving
- Close the loop — Follow up with detractors
NPS and TicketBoard
TicketBoard tracks operational metrics that influence NPS. Strong performance on resolution time, first response time, and reopen rate typically correlates with higher NPS.