How is NPS calculated?
Customers answer, "How likely are you to recommend us to a friend or colleague?" on a 0–10 scale. 9–10 are promoters, 7–8 are passives, 0–6 are detractors. NPS = % promoters − % detractors. If 50 of 100 respondents are promoters, 30 passives, and 20 detractors, NPS = 50 − 20 = +30. Anything above 0 is often called good and above 50 excellent, but benchmarks vary widely by industry.
What are its strengths and limits?
It's one simple question that's easy to track and compare, which is why so many companies treat it as a headline metric. But researchers have found little evidence that NPS predicts growth better than other satisfaction measures, and it treats a 6 the same as a 0. It's most useful paired with an open-ended follow-up question—"What's the main reason for your score?"—to find what to fix.
FAQ
- Can NPS be negative?
- Yes, whenever detractors outnumber promoters.
- How is it different from CSAT?
- CSAT measures satisfaction with a specific interaction; NPS measures overall loyalty.
Sources reviewed: 2026-10-25
References
- Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–54.
- Keiningham, T. L., et al. (2007). A longitudinal examination of Net Promoter and firm revenue growth. Journal of Marketing, 71(3), 39–51.