Net Promoter Score (NPS)

NPS is an industry-standard metric for measuring customer loyalty. It asks how likely someone is to recommend your product or service on a 0-10 scale.

What is NPS?

The Question

The standard NPS question:

How likely are you to recommend [Company/Product] to a friend or colleague?

0  1  2  3  4  5  6  7  8  9  10
Not at all likely       Extremely likely

The Score

Respondents are categorized:

• Promoters (9-10) - Loyal enthusiasts
• Passives (7-8) - Satisfied but unenthusiastic
• Detractors (0-6) - Unhappy customers

NPS Formula:

NPS = % Promoters - % Detractors

Score ranges from -100 to +100.

When to Use NPS

NPS is ideal for:

• Customer loyalty measurement - Track loyalty over time
• Benchmarking - Compare to industry standards
• Relationship health - Gauge overall satisfaction
• Churn prediction - Identify at-risk customers

Adding an NPS Question

1. Click Add Question in the survey editor
2. Select Net Promoter Score
3. Customize the question text (optional)
4. Configure follow-up questions (recommended)

Configuration Options

Question Text

Customize while keeping intent:

Standard:

How likely are you to recommend us to a friend or colleague?

Product-specific:

How likely are you to recommend [Product Name] to others in your industry?

Relationship:

Based on your experience so far, how likely are you to recommend us?

Scale Labels

Default labels:

• 0: “Not at all likely”
• 10: “Extremely likely”

Follow-Up Questions

Add context to the score:

For Detractors (0-6):

What could we do better?

For Passives (7-8):

What would make you more likely to recommend us?

For Promoters (9-10):

What do you value most about us?

Conditional Follow-Ups

Automatically show relevant follow-up:

1. Enable Conditional follow-up
2. Set questions for each segment
3. Only matching follow-up appears

Required Response

Toggle to require a score before continuing.

Best Practices

Survey Timing

Relationship NPS:

• Send periodically (quarterly, annually)
• Measures overall relationship
• Track trends over time

Transactional NPS:

• Send after specific interaction
• Purchase, support ticket, onboarding
• Measures specific experience

Avoid Survey Fatigue

• Don’t survey same person too often
• Wait 90 days between NPS requests
• Use sampling for large customer bases

Follow-Up Questions

Always include open-ended follow-up:

• Provides context for score
• Identifies specific issues
• Guides improvement actions

Response Rates

Typical NPS response rates:

• Email: 10-30%
• In-app: 20-40%
• Post-transaction: 30-50%

Analyzing NPS Results

Calculating NPS

Example:

• 100 responses total
• 50 gave 9-10 (Promoters) = 50%
• 30 gave 7-8 (Passives) = 30%
• 20 gave 0-6 (Detractors) = 20%

NPS = 50% - 20% = +30

Score Interpretation

NPS	Rating
70+	Excellent
50-69	Great
30-49	Good
0-29	Needs Improvement
Below 0	Critical

Note: Benchmarks vary significantly by industry.

Industry Benchmarks

Average NPS by industry (approximate):

• Technology/Software: 30-40
• Financial Services: 20-30
• Healthcare: 10-20
• Telecom: 0-10
• Airlines: 0-20

Tracking Trends

More valuable than absolute score:

• Month-over-month change
• Quarter-over-quarter trend
• Year-over-year comparison

Segment Analysis

Break down NPS by:

• Customer tier/plan
• Tenure/age of account
• Geography
• Product line
• Support interactions

Advanced Features

Driver Analysis

Identify what drives NPS:

• Correlate with other questions
• Analyze follow-up themes
• Statistical regression

Text Analysis

Analyze open-ended responses:

• Word clouds
• Sentiment analysis
• Theme categorization
• AI-powered insights

Closed-Loop Feedback

Act on responses:

1. Detractors - Alert support team
2. Passives - Send improvement info
3. Promoters - Request reviews/referrals

Integration

Connect NPS to other systems:

• CRM (Salesforce, HubSpot)
• Support (Zendesk, Intercom)
• Analytics (Amplitude, Mixpanel)

Common Use Cases

Customer Success

Track account health:

Survey: Quarterly NPS
Trigger: Automatic on schedule
Action: Low scores alert CSM

Product Feedback

Post-release surveys:

Survey: After using new feature
Question: NPS + feature-specific follow-up
Action: Product team review

Support Quality

Post-ticket survey:

Survey: After ticket closed
Question: NPS + support experience
Action: Quality assurance

Onboarding

Early warning system:

Survey: 30 days after signup
Question: NPS + onboarding feedback
Action: Reach out to at-risk users

NPS Best Practices

Do

• Keep it simple (one NPS question + follow-up)
• Survey consistently over time
• Act on feedback
• Close the loop with respondents
• Segment your analysis
• Track trends, not just scores

Don’t

• Over-survey customers
• Incentivize high scores
• Ignore detractor feedback
• Compare to unrelated industries
• Focus only on the number
• Survey at bad times (during outages)

Beyond Basic NPS

Employee NPS (eNPS)

Measure employee loyalty:

How likely are you to recommend [Company] as a place to work?

Product NPS

For specific products:

How likely are you to recommend [Product] to a colleague?

Feature NPS

For new features:

How likely are you to recommend this feature to other users?

Troubleshooting

Low Response Rates

• Simplify the survey
• Optimize send time
• Personalize outreach
• Mobile-optimize

Score Volatility

• Increase sample size
• Survey more consistently
• Check for external factors
• Look at rolling averages

Low Scores

• Analyze follow-up comments
• Identify common themes
• Create action plan
• Follow up with detractors

Passives Majority

• Follow up for specifics
• Identify barriers to promotion
• Look for “almost there” themes

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• Star Rating Questions
• Analyzing Survey Results
• Question Types Overview
• AI Insights