Net Promoter Score (NPS)

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What is the Net Promoter Score?

No other metric has grabbed the attention of businesses like the Net Promoter Score (NPS). This simple measure is computed from answers to the question:

How likely are you to recommend brand X to a colleague using a scale from 0 to 10 where zero means not at all likely and ten means very likely?

The score is computed by taking the percentage of people who give a score of 9 or 10 out of 10 (the promoters) and subtracting the percentage of people who give a score of 6 or below (the detractors). Crucially, those giving a score of 7 or 8 are ignored (the passives).

Note: it makes no material difference if the scale is from 1 to 10 (as opposed to 0 to 10) because anyone giving a score of 6 or below is, in effect, a detractor.

how to calculate the Net Promoter Score (NPS)

NPS is a key indicator of overall customer sentiment and advocacy
Tracking NPS is important to determine trends in loyalty
A high NPS correlates strongly with future growth

Benchmarks for the Net Promoter Score

In business to business markets the average NPS is between 25 and 33. The following scores are reasonable benchmarks:
NPS: 30+

Types of companies typically achieving this score:

Service companies and companies with a high service content in their offer, high-tech companies, professional services companies, small and medium-size companies, good merchants and distributors.

NPS: 20 to 30

Types of companies typically achieving this score:

Manufacturing companies of all types, large corporates.

NPS: Less than 20

Types of companies typically achieving this score:

Energy companies, monopolists, chemical companies, commodity suppliers, most Western airlines.


[Video] How To Achieve a Leading NPS


Caution in interpreting the Net Promoter Score

Be careful about low sample sizes because most people give scores of seven or 8/10 which means that the proportions of people giving scores of nine or ten out of ten and six or less out of ten can be based on quite small numbers of respondents. Sample sizes of 100 or more respondents are required to obtain robust measures of NPS.

nps b2b


Strategies for increasing the Net Promoter Score

net promoter score b2b

For many companies the best way of improving the NPS is to work hard to increase the “likelihood to recommend score” amongst those giving a score of 7 or 8 out of 10. If a company or brand has more than 20% giving a score of 6 or below, there is something seriously wrong with the offer or the offer is being targeted to the wrong segment.

Speak to one of our NPS experts
Want to learn more about NPS and how it could benefit your business? Get in touch with one of our team to discuss your NPS measurement and tracking requirements and how it fits within our complete customer satisfaction and loyalty research solution.

[Infographic] How to Achieve a Leading NPS

Check out our handy infographic summarizing what NPS is and how it’s calculated, as well as some crucial dos and don’ts for improving your score.

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