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Sales Glossary: Net Promoter Score (NPS)

January 26, 2024 (3mo ago)

Net Promoter Score (NPS) is a metric that measures customer loyalty and satisfaction, providing valuable insights for businesses to improve customer relationships and drive growth.

Sales Glossary: Net Promoter Score (NPS)

Understanding Net Promoter Score (NPS)

The Net Promoter Score (NPS) is a widely used metric in the business world, particularly in the context of customer relationship management and sales. It serves as an indicator of customer loyalty and satisfaction, and by extension, the company's potential for growth and profitability. This comprehensive guide will delve into the nuances of NPS, its calculation, interpretation, and how businesses can leverage it to foster growth and improve customer service.

What is Net Promoter Score?

At its core, NPS is a metric that measures the likelihood of customers to recommend a company's products or services to others. It is based on a single survey question: "On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?" Based on their responses, customers are categorized into three segments:

  • Promoters (score 9-10): These are loyal enthusiasts who will keep buying and refer others, fueling growth.
  • Passives (score 7-8): Satisfied but unenthusiastic customers vulnerable to competitive offerings.
  • Detractors (score 0-6): Unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Calculating NPS

The calculation of NPS is straightforward. After collecting responses, subtract the percentage of Detractors from the percentage of Promoters. The formula looks like this:

NPS = % Promoters - % Detractors

Passive scores are not directly used in the calculation but play a crucial role in understanding the overall customer sentiment and identifying areas for improvement.

Interpreting NPS Scores

NPS can range from -100 (everyone is a detractor) to +100 (everyone is a promoter). A positive score is generally viewed as good, and a score above 50 is considered excellent. However, the interpretation of NPS can vary widely across different industries. Therefore, it's essential to benchmark your NPS against industry standards to gauge your performance accurately.

The Importance of NPS

1. Customer Loyalty and Retention: NPS is a strong predictor of customer loyalty and repeat business. High NPS scores are often correlated with higher customer retention rates.

2. Word-of-Mouth Marketing: Promoters are likely to act as brand advocates, recommending your products or services to others and driving organic growth.

3. Feedback Loop: NPS provides valuable feedback that can help identify areas for improvement. By addressing the concerns of Detractors and meeting the needs of Passives, companies can work towards converting them into Promoters.

4. Performance Benchmarking: NPS allows businesses to benchmark their customer satisfaction levels against competitors and industry standards, helping them understand where they stand in the market.

Strategies to Improve NPS

  • Enhance Customer Experience: Focus on creating a seamless and enjoyable customer experience at every touchpoint. This includes everything from the quality of your products/services to customer support and after-sales service.

  • Act on Feedback: Regularly collect and analyze customer feedback. Address the concerns of Detractors and find ways to exceed the expectations of Passives to convert them into Promoters.

  • Employee Training: Train your employees to provide exceptional service. Engaged and motivated employees are more likely to create positive experiences for customers.

  • Personalization: Tailor your interactions and offerings to meet the specific needs and preferences of your customers. Personalization can significantly enhance customer satisfaction and loyalty.

  • Continuous Improvement: Use NPS as a tool for continuous improvement. Regularly measure your NPS and implement strategies to improve it over time.


Net Promoter Score is a powerful metric that can provide deep insights into customer loyalty and satisfaction. By understanding and effectively utilizing NPS, businesses can enhance their customer relationships, improve their products and services, and ultimately drive growth. It's not just a number but a reflection of your company's relationship with its customers and a tool for long-term success.