Adogy Glossary

NPS (Net Promoter Score)

Definition of NPS (Net Promoter Score)

NPS, or Net Promoter Score, is a customer satisfaction and loyalty metric that measures the likelihood of customers recommending a company, product, or service to others. It is calculated by subtracting the percentage of detractors (those who rate the company 0-6 on a 10-point scale) from the percentage of promoters (those who rate the company 9-10). NPS ranges from -100 (all detractors) to +100 (all promoters), providing businesses with an overall understanding of their customer satisfaction and advocacy.


The phonetics of the keyword “NPS (Net Promoter Score)” are:N – November (ˈnɒvɛmbər)P – Papa (ˈpɑpɑ)S – Sierra (siˈɛrə)As a full word: /ɛn pi ɛs/ (Net Promoter Score)

Key Takeaways

  1. NPS is a simple and widely used metric for measuring customer satisfaction and loyalty by asking a single question: “How likely are you to recommend our product/service to a friend or colleague?”
  2. It categorizes customers into three groups based on their response: Promoters (9-10), Passives (7-8), and Detractors (0-6), and calculates the score by subtracting the percentage of Detractors from the percentage of Promoters.
  3. Companies use NPS to identify areas for improvement, predict customer behavior, and benchmark their performance against competitors, as a higher NPS generally indicates better customer relationships and business growth potential.

Importance of NPS (Net Promoter Score)

Net Promoter Score (NPS) is a crucial metric in digital marketing as it measures customer satisfaction and brand loyalty by evaluating the likelihood of customers recommending a company’s products or services.

This straightforward yet insightful indicator provides valuable feedback on a company’s overall performance, allowing businesses to identify areas for improvement, enhance customer relations, and outpace competitors.

By focusing on strengthening their NPS, organizations can foster long-term growth and profitability through customer retention, upselling opportunities, and positive word-of-mouth marketing.

In essence, NPS is a vital tool for marketers to gauge and optimize their strategies to better align with consumer preferences and market trends.


The Net Promoter Score (NPS) is a vital tool used in digital marketing to gauge customer satisfaction and loyalty with the products or services provided by a company. More than a superficial metric, NPS is a measure of the likelihood of customers recommending the company to others and has significant implications on business growth, brand reputation, and customer retention.

Implemented successfully, NPS can generate in-depth insights into customer experiences, their journey, and the potential areas for improvement that companies need to address. For marketers, leveraging NPS helps in forming data-driven strategies and building long-lasting relationships with customers.

Beyond gaining a snapshot of customer sentiment, NPS data collection serves as a foundation for developing targeted campaigns that cater to different customer segments. By understanding the three categories of NPS respondents – Promoters, Passives, and Detractors – companies can craft personalized strategies that address their unique needs and preferences.

For instance, engaging with Promoters by rewarding them for their loyalty, converting Passives through special incentives, and resolving issues faced by Detractors to elevate their experience. Ultimately, focusing on NPS optimizes customer engagement and nurtures brand advocates who contribute to boosting organic reach and creating a holistic ecosystem of satisfied consumers.

Examples of NPS (Net Promoter Score)

Example 1: Apple Inc.Apple Inc., a multinational technology company, regularly uses NPS to measure customer satisfaction and loyalty. Apple reportedly had an NPS of 47 in 2020 (source:, which is considered a high score. The company actively seeks customer feedback after a customer service interaction or purchase (either through email surveys or Apple Store visits) and uses this information to improve its products and services.Example 2: AmazonAmazon, the world’s largest e-commerce platform, uses NPS to continuously improve customer satisfaction and drive its business forward. Amazon’s NPS was 62 in 2020, reflecting a high level of customer loyalty (source: Amazon regularly surveys customers after a purchase, asking them to rate their experience and likelihood of recommending the company to others. This feedback is then used to identify areas for improvement and streamline the shopping experience.Example 3: AirbnbAirbnb, a popular online marketplace for lodging and experiences, leverages NPS to gauge customer satisfaction and gather insights on how to improve their platform and services. In 2017, Airbnb’s NPS was reported to be 74 (source: Forbes), which is an exceptional score, demonstrating strong customer loyalty. By using NPS surveys, Airbnb can identify trends and pain points in customer experiences, which helps the company innovate and address customer needs more effectively.

NPS (Net Promoter Score) FAQ

1. What is the Net Promoter Score (NPS)?

The Net Promoter Score (NPS) is a popular metric that companies use to measure customer loyalty and satisfaction. It is calculated based on customers’ likelihood to recommend a company or its products and services to friends or colleagues. A score ranges between -100 and 100, with higher scores indicating more positive customer sentiment.

2. How is NPS calculated?

NPS is calculated by taking the percentage of customers who are promoters (gave a score of 9 or 10) and subtracting the percentage of those who are detractors (gave a score of 0 to 6) from it. The result is the company’s Net Promoter Score. Passives (those who gave a 7 or 8) are not included in the calculation.

3. Why is NPS important?

NPS is essential because it measures customer loyalty, which is a strong predictor of a company’s growth and business success. A high NPS score indicates that customers are more likely to recommend the company to others, leading to word-of-mouth marketing and revenue growth. NPS also helps companies identify areas for improvement and potential changes that can increase customer satisfaction.

4. How often should a company measure NPS?

There is no one-size-fits-all answer to how often a company should measure NPS. However, it is recommended to assess it regularly to ensure the company is consistently meeting customer expectations. Tracking NPS quarterly or monthly is a common practice, depending on the business type and the company’s size.

5. What are considered good and bad NPS scores?

There is no definitive answer as to what constitutes a good or bad NPS score, as it can vary between industries and businesses. However, a positive NPS score (0 and above) generally indicates more promoters than detractors, and a negative NPS score indicates more detractors. Generally, an NPS score of 50 or above is considered excellent, while anything below 20 is considered low or subpar.

Related Digital Marketing Terms

  • Customer Satisfaction
  • Feedback Survey
  • Promoters and Detractors
  • Loyalty Measurement
  • Customer Retention

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