Definition: Net Promoter Score [NPS]

Net Promoter Score is a way of measuring how likely your audience is to recommend you.

It works by asking users how likely they are to recommend a product or service on a scale of 1-10 (with 10 being the most likely). The scores are then broken down into three categories:

  • Promoters – people with scores of 9-10. These people will probably tell others how great your product or service is, and keep using it themselves
  • Passives – people with scores of 7-8. These people were happy enough with your product, but will probably never think about it again. This means they won’t necessarily be repeat customers and can be lured away by competitors.
  • Detractors – people with scores of 0-6. These people don’t like what you’re doing, and will likely spread the word about how bad they think you are.

The percentage of people who fit into each of these categories is then worked out. The net promoter score is the percentage of promoters minus the percentage of detractors. The resulting per cent is how likely people are to recommend your product or service.

Glossary Index