Net promoter score (NPS)

Net Promoter or Net Promoter Score (NPS) is a metric, regarding customers’ loyalty to a brand or a company. It is calculated from customers’ answers to a question of whether they would recommend the service/product/brand to friends and colleagues, or not. The responses are given in the form of estimation from 0 to 10, where higher scores mean a bigger possibility of recommendation. 


A group of customers highly estimating the product is called promoters, others giving lower scores are named detractors.

The estimation itself might turn below 0, for instance, -100, that means almost every participant is a detractor, while positive NPS in all industries means good result, and tailored with revenue growth. High NPS promise higher incomes for the company.

share the term