Net Promoter Score (NPS)

Net Promoter Score (NPS): Measuring Customer Loyalty and Satisfaction

Net Promoter Score (NPS) is a widely used metric that gauges customer loyalty and satisfaction. By asking a simple question, NPS provides valuable insights into customer sentiment and the likelihood of them recommending a company, product, or service to others.

What is Net Promoter Score (NPS)?

NPS is a customer feedback metric developed by Fred Reichheld, Bain & Company, and Satmetrix in 2003. It measures customer loyalty by asking respondents to rate the likelihood of recommending a company’s product or service on a scale from 0 to 10. Based on their responses, customers are categorized into three groups:

  • Promoters (9-10): Loyal enthusiasts who are likely to recommend the company to others and contribute to growth.
  • Passives (7-8): Satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (0-6): Unhappy customers who are unlikely to recommend the company and may harm its reputation through negative word-of-mouth.

Importance of NPS in UX Design

  1. Customer Insight: NPS provides direct feedback from customers, offering insights into their experiences and perceptions.
  2. Actionable Data: The simplicity of NPS allows companies to quickly gauge customer sentiment and identify areas for improvement.
  3. Benchmarking: NPS can be used to benchmark performance over time or against industry standards, helping companies track progress and competitiveness.
  4. Customer Retention: By identifying detractors, companies can take proactive steps to address issues, improve satisfaction, and reduce churn.
  5. Growth Prediction: A high NPS indicates strong customer loyalty and the potential for organic growth through referrals.

Calculating NPS

NPS is calculated by subtracting the percentage of detractors from the percentage of promoters:

NPS=%Promoters−%Detractors\text{NPS} = \% \text{Promoters} – \% \text{Detractors}

The score ranges from -100 to +100. A positive NPS indicates more promoters than detractors, while a negative score suggests more detractors than promoters.

Key Principles of Effective NPS Implementation

  1. Simplicity: Keep the NPS survey simple with the core question: “On a scale from 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”
  2. Follow-Up: Include an open-ended follow-up question to gather qualitative feedback, such as “What is the primary reason for your score?”
  3. Regular Monitoring: Conduct NPS surveys regularly to track changes in customer sentiment over time.
  4. Segmentation: Segment NPS results by customer demographics, purchase behavior, or other relevant factors to identify trends and target improvements.
  5. Actionable Insights: Use NPS data to inform strategic decisions and prioritize customer experience initiatives.

Best Practices for Using NPS in UX Design

  1. Integrate with User Research: Combine NPS with other user research methods to gain a comprehensive understanding of customer needs and pain points.
  2. Close the Loop: Act on feedback from detractors to address issues and improve their experience. Reach out to promoters to encourage positive reviews and referrals.
  3. Communicate Results: Share NPS results with relevant teams within the organization to align efforts and foster a customer-centric culture.
  4. Visualize Data: Use data visualization tools to present NPS results in an easily digestible format, highlighting key insights and trends.
  5. Benchmarking and Goals: Set NPS goals based on industry benchmarks and track progress towards achieving them.

Tools for Measuring and Analyzing NPS

  1. Survey Tools: Platforms like SurveyMonkey, Typeform, and Google Forms allow you to create and distribute NPS surveys easily.
  2. Customer Feedback Platforms: Tools like Medallia, Qualtrics, and Satmetrix offer comprehensive solutions for collecting, analyzing, and acting on NPS data.
  3. CRM Integration: Integrate NPS surveys with customer relationship management (CRM) systems like Salesforce or HubSpot to track feedback alongside customer data.
  4. Analytics Tools: Use analytics platforms like Tableau or Power BI to visualize NPS data and uncover deeper insights.

Real-World Examples

  1. Apple: Apple uses NPS to gauge customer satisfaction with its products and services, driving continuous improvement and innovation.
  2. Netflix: Netflix employs NPS to understand subscriber loyalty and identify areas for enhancing the viewing experience.
  3. Amazon: Amazon leverages NPS to maintain its customer-centric focus, ensuring high levels of satisfaction and loyalty.
  4. Tesla: Tesla uses NPS to monitor customer sentiment and inform its customer service and product development strategies.


Net Promoter Score (NPS) is a valuable tool for measuring customer loyalty and satisfaction. By implementing NPS effectively, companies can gain actionable insights, improve customer experiences, and drive business growth. Regular monitoring, follow-up, and strategic use of NPS data are essential for leveraging this metric to its full potential.

Ondrej Zoricak
Ondrej Zoricak