What is a Good NPS Score — A Comprehensive Overview for Marketing Executives

June 27, 2024

What is a Good NPS Score — A Comprehensive Overview for Marketing Executives

What is Net Promoter Score (NPS)?

Net Promoter Score (NPS) is a metric used to measure customer loyalty and satisfaction. It is calculated based on customers' responses to a single question: "How likely are you to recommend our product/service to a friend or colleague?" Responses are recorded on a scale of 0 to 10, and customers are categorized as Promoters (9-10), Passives (7-8), or Detractors (0-6).

The NPS is then calculated by subtracting the percentage of Detractors from the percentage of Promoters.

What Constitutes a Good Net Promoter Score?

A good NPS score varies by industry, but generally, a score above 0 is considered positive, indicating that a company has more Promoters than Detractors. Scores above 50 are considered excellent, and scores above 70 are considered world-class.

Understanding what constitutes an optimal NPS score helps businesses benchmark their performance against industry standards and identify areas for improvement.

Key Factors Influencing NPS Scores

Several factors can influence a company's NPS score, including:

  • Quality of products or services.

  • Customer service and support.

  • Brand reputation and trust.

  • Customer experience and satisfaction.

  • Competitor performance and market conditions.

Benefits and Challenges of Using Good Net Promoter Score


  • Provides a simple and easy-to-understand measure of customer loyalty.

  • Helps identify Promoters and Detractors for targeted follow-up.

  • Facilitates benchmarking against industry standards.

  • Offers actionable insights for improving customer satisfaction.

  • Supports data-driven decision-making and strategic planning.


  • Potential for response bias if the survey is not properly designed.

  • May not capture the full range of customer sentiments.

  • Requires careful interpretation and follow-up to be effective.

  • Need for continuous monitoring and updating to reflect changes in customer perceptions.

Key Statistics and Insights About NPS

70% of businesses use NPS to measure customer loyalty

This highlights the widespread adoption of NPS in market research.

85% of companies report that NPS helps improve customer satisfaction

Shows the perceived benefits of using NPS as a customer loyalty metric.

90% of executives consider NPS a key performance indicator for customer experience

Emphasizes the importance of NPS in strategic decision-making.

source: Qualtrics

How Marketing Managers Can Leverage Optimal NPS Score

Marketing managers can use NPS to measure customer loyalty, identify areas for improvement, and develop targeted strategies to enhance customer satisfaction. NPS can help in segmenting customers, predicting behavior, and optimizing marketing efforts.

Best Practices for Implementing NPS Surveys

First, design your NPS survey to be simple and easy to understand. Ensure that the question is clear and that respondents can easily provide their feedback.

Second, regularly collect and analyze NPS data to monitor changes in customer loyalty and satisfaction. Use the insights gained to make data-driven decisions and improve your offerings.

Third, follow up with Promoters and Detractors to understand their feedback and take appropriate actions. Continuously update and refine your NPS strategy to ensure it remains effective and relevant.

Frequently Asked Questions About NPS

  1. How Does Defining a Good NPS Score Benefit Businesses?

    NPS provides a simple and effective way to measure customer loyalty and satisfaction. This helps businesses identify areas for improvement, enhance customer experiences, and drive strategic growth.

    By leveraging NPS, companies can gain valuable insights into customer sentiments, improve their offerings, and build a strong brand reputation.

  2. What Are the Best Practices for Implementing Good Net Promoter Score?

    Ensuring clear and simple survey design is crucial for accurate NPS measurement. Implement robust data management practices, including data cleaning, validation, and integration, to ensure data quality.

    Use advanced analytics to analyze NPS data and draw meaningful conclusions. Regularly update and refine your NPS strategy to ensure it remains effective and reliable.

  3. Can Optimal NPS Score Drive Business Growth?

    Yes, optimal NPS score can drive business growth by providing valuable insights into customer loyalty and satisfaction. By understanding these factors, businesses can develop targeted strategies, improve customer experiences, and make informed decisions that drive growth.

    Leveraging the insights gained from NPS can help businesses attract new customers, retain existing ones, and build a strong brand reputation.