[GTM glossary](/glossary.txt) Net promoter score (NPS) GTM Strategy & SaaS Metrics # Net promoter score (NPS) In short Net promoter score (NPS) is a customer loyalty metric based on a single survey question: "How likely are you to recommend us to a friend or colleague?" Customers answer on a scale from 0 to 10, and the result is a score between -100 and +100. NPS is a quick signal of customer sentiment. It does not explain why people feel the way they do, so teams pair it with a follow-up question and with behavior data such as renewals. ## How NPS is calculated Respondents fall into three groups based on their rating. * **Promoters:** Score 9 or 10. Likely to recommend and keep buying. * **Passives:** Score 7 or 8. Satisfied but not enthusiastic. * **Detractors:** Score 0 to 6. Unhappy and at risk of leaving or speaking badly. --- ## The formula NPS equals the percentage of promoters minus the percentage of detractors. Passives are counted in the total but not in the subtraction. For example, if 50% of respondents are promoters and 20% are detractors, NPS is 30. --- ## How to use NPS in GTM * **Find advocates:** Promoters are good sources for referrals, reviews, and case studies. * **Spot churn risk:** Detractors in key accounts need quick follow-up from customer success. * **Segment results:** Compare by plan, industry, or tenure to see where experience differs. * **Track trends:** Direction over time matters more than a single reading. --- ## Best practices * Ask at consistent moments, such as after onboarding or on a regular cycle. * Add an open question, such as "What is the main reason for your score?" * Close the loop by contacting detractors. * Look at response rates, since a small sample can mislead. --- ## Limitations NPS reduces a relationship to one number and can vary by culture, survey timing, and who answers. It works best next to other metrics such as retention rate and customer satisfaction, not as a replacement for them. --- ## Net promoter score (NPS) FAQs **What is net promoter score (NPS)?** Net promoter score is a customer loyalty metric from one survey question asking how likely someone is to recommend a company on a 0 to 10 scale. The score is the percentage of promoters minus the percentage of detractors. **How do you calculate net promoter score?** Group responses into promoters (9 to 10), passives (7 to 8), and detractors (0 to 6). Subtract the percentage of detractors from the percentage of promoters. The result ranges from -100 to +100. **What is a good NPS score?** It depends on the industry, customer type, and survey method, so compare your score with your own past results and with similar companies rather than a universal target. A rising trend and a positive score are usually healthy signs. **What is the difference between NPS and CSAT?** NPS measures overall loyalty and willingness to recommend the company. CSAT measures satisfaction with a specific interaction or product, such as a support ticket. Many teams use both for different questions. Share term --- ## More related phrases * [Blended CAC](/glossary/blended-cac.txt) * [Customer acquisition cost](/glossary/customer-acquisition-cost.txt) * [Customer experience (CX)](/glossary/customer-experience.txt) ## Similar phrases * [Customer retention](/glossary/customer-retention.txt) Customer retention is a company’s ability to keep customers over time, measured by how many renew or continue buying during a given period. * [Churn rate](/glossary/churn-rate.txt) Churn rate is the percentage of customers or revenue a business loses over a given period, and it is a core indicator of retention health. * [Net revenue retention (NRR)](/glossary/net-revenue-retention.txt) Net revenue retention (NRR) measures how recurring revenue from existing customers changes over time, including upsell, downgrades, and churn. * [Customer advocacy](/glossary/customer-advocacy.txt) Customer advocacy is the practice of turning happy customers into active promoters through reviews, referrals, references, and public stories that help win new buyers. * [Feedback marketing](/glossary/feedback-marketing.txt) Feedback marketing is the practice of collecting customer and prospect feedback, then using it to shape messaging, campaigns, and product positioning, and to prove credibility with new buyers.