What Is Net Promoter Score (NPS)?
NPS measures whether customers would recommend your business to others — a proxy for overall loyalty and relationship health.
Key Takeaways
- NPS measures the likelihood of a customer recommending you, on a 0–10 scale.
- Promoters (9–10) minus Detractors (0–6) equals your NPS, which ranges from -100 to +100.
- NPS reflects relationship-level sentiment, not a single interaction.
- An NPS above 50 is considered excellent; above 70 is world-class.
The NPS question and scoring method
Net Promoter Score is built on a single survey question: 'On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?' Respondents are grouped into three categories: Promoters (9–10), who are loyal enthusiasts likely to drive referrals; Passives (7–8), who are satisfied but not enthusiastic; and Detractors (0–6), who are unhappy and may spread negative word of mouth. NPS = % Promoters − % Detractors. The resulting score runs from −100 (all Detractors) to +100 (all Promoters).
NPS in the context of support
Support teams often run a 'relationship NPS' survey quarterly or post-onboarding, distinct from a transactional CSAT survey. A support-influenced NPS is particularly revealing: if customers who contacted support in the last 90 days score materially lower than those who did not, the support experience is a drag on overall loyalty. Conversely, excellent support can be a retention driver — customers who had a problem resolved brilliantly sometimes become stronger advocates than those who never had an issue at all.
Acting on NPS data
Raw NPS scores are less useful than segmented and trended data. Break NPS down by customer tier, product line, and tenure to identify where the loyalty problem is concentrated. Follow up Detractor responses with a short-form interview or a call from a customer success manager. Passives represent a large, under-appreciated opportunity: a targeted effort to move Passives into the Promoter category can meaningfully shift overall NPS without requiring you to win back Detractors.
NPS benchmarks and limitations
B2B SaaS NPS averages typically sit between 30 and 50. Consumer businesses often score lower. NPS is a lagging indicator — it reflects experiences that have already occurred — and response rates can be low, skewing results toward the most engaged (or most frustrated) customers. Use NPS alongside CSAT and churn rate to triangulate customer health rather than relying on it as a standalone signal.