CX Glossary

Net Promoter Score (NPS)

What is Net Promoter Score (NPS)?

How likely are you to recommend using NPS to a colleague?

Net Promoter Score is a widely used market research metric that typically takes the form of a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or a service to a friend. NPS is a great way to measure the loyalty of customers to a company. Below are some great tools, tricks and FAQ to boost a company’s NPS. 

Friends sitting around a restaurant taking a Survey with an NPS questionnaire

Net Promoter Score Scale

What is a good NPS? Where are the industry benchmarks?

Measuring NPS/ Formula for NPS: It’s simple to calculate an NPS score – just subtract the percentage of Detractors from the percentage of Promoters. For example, if 10% of respondents are Detractors, 20% are Passives and 70% are Promoters, your NPS score would be 70-10 = 60.

NPS Scale: Net Promoter Score scales on a score of -100 to 100. Anything lower than -1 is considered needing to be improved, 0 – 29 is considered good, 30 – 69 is considered great and 70+ is considered excellent.   

NPS Benchmark by Industry: 

  • Airline: 511
  • Automotive: 411
  • Education: 542
  • Food Service: 24
  • Hospitality: 533
  • Restaurants: 24
  • Retail: 401
NPS Score Dial

NPS Survey

In order to find out an NPS score, you need to ask customers the right questions.

NPS Survey: The easiest way to find your Net Promoter Score is by including a question in your customer survey about if they would recommend your product or company to a friend/ family member/ colleague.
Example: On a scale of 1 to 10 how likely are you to recommend Benbria Loop Survey’s to a colleague?

Where do your Detractor’s/ Passive’s/ Promoter’s fall in the scale? 
Detractors are those who would give your product or brand a score of 0-6. 
Passive are those who would give your product or brand a score of 7-8. 
Promoters are those who would give your product or brand a score of 9-10. 

The NPS Scale from detractors to passive to promoters.

Improve NPS

Improving NPS is a goal everyone should work towards

Improving your NPS can be simple when you focus and put a strong company focus on increasing your NPS and follow these steps: 

  1. Make sure you are responding to customer feedback that is coming through. This will show that you have a high engagement and care about customer satisfaction. 
  2. If you get consistent low feedback about an area of your business, take a good look at that aspect and figure out what the root cause is, what can be improved and what are customers really asking for. Vice versa if you get consistently good feedback about an area of your business, figure out why customers love it so much and apply that to other aspects of your business. You can always include more in depth questions in a customer survey to dig deeper into the positives and negatives. 
  3. Talk with your team! Make sure you loop everyone in on talking about NPS, maybe they have ideas that you haven’t thought about. Keeping everyone focused on a common goal will help you reach that goal quicker! 
  4. Track track track! You can’t change what you don’t measure, so make sure you are tracking your NPS score over time to show an improvement and can connect the improvements made to a higher NPS. 
  5. Improve Customer Retention. Customers that are sticking around, are sticking around for a reason. Do more in depth surveys to find out why they have stuck with your brand, this will help you determine your differentiators from other companies and if you see consistent reasons then you can find out what you do well and make improvements to other areas of the business. 
Person filling out NPS Survey

NPS and other CX Terms

NPS doesn’t stand on its own, it works with other CX tactics to create a customer forward brand.

NPS CSAT: Net Promoter Score and Customer Satisfaction go hand in hand! They work together to determine what customers think of your product or service and how likely they are to recommend it to a friend. In order to achieve a great NPS you need to ensure your customers are satisfied with your product/ service. 

NPS and Customer Experience:  Net Promoter Score and Customer Experience are directly related. If customers are happy and enjoy a product or brand they are more likely to recommend it to a friend.

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