Marketing · business glossary
What is NPS (Net Promoter Score)?
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
definition
A score based on how likely customers are to recommend you to others, used as a proxy for overall satisfaction and loyalty.
NPS (net promoter score) explained
Net Promoter Score measures customer loyalty by asking how likely customers are to recommend you on a 0–10 scale.
formula
NPS = % of promoters (9–10) − % of detractors (0–6)
example
60% promoters and 15% detractors gives an NPS of 45.
why it matters
It is a simple, trackable signal of satisfaction and word-of-mouth potential.
common mistake
Collecting the score without asking why, or without acting on detractors' feedback.
Frequently asked questions
What is NPS (net promoter score)?
A score based on how likely customers are to recommend you to others, used as a proxy for overall satisfaction and loyalty. Net Promoter Score measures customer loyalty by asking how likely customers are to recommend you on a 0–10 scale.
How do you calculate NPS (net promoter score)?
NPS = % of promoters (9–10) − % of detractors (0–6). 60% promoters and 15% detractors gives an NPS of 45.
Why does NPS (net promoter score) matter?
It is a simple, trackable signal of satisfaction and word-of-mouth potential.
What is a common mistake with NPS (net promoter score)?
Collecting the score without asking why, or without acting on detractors' feedback.
Related terms
Churn rate
The percentage of customers who stop buying or cancel their subscription over a given period.
Brand equity
The added value a brand name itself creates — the reason customers will pay more or choose it over an identical unbranded alternative.
Conversion rate
The percentage of people who take a desired action (buying, signing up) out of everyone who saw the opportunity to.