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Net promoter score

What is NPS (net promoter score)?

NPS (net promoter score) measures loyalty by asking how likely customers are to recommend you, from 0 to 10: the share of promoters minus the share of detractors.

Formula

NPS = % promoters (9–10) − % detractors (0–6)

200 answers with 120 promoters, 50 passives and 30 detractors give 60% − 15% = an NPS of 45. Scores run from −100 to +100.

How to improve NPS on your store

  1. Ask at the right moment

    Send the survey after the product arrives and has been used, not right after checkout.

  2. Read the comments, not just the score

    The follow-up "why?" tells you what to fix. Group answers by theme each month.

  3. Close the loop with detractors

    A reply to an unhappy customer often saves the relationship, and tells you what broke.

Ask Replo: "group last month's reviews into praise and complaints".

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NPS questions

What is a good NPS?
Any score above zero means more promoters than detractors. Compare your score with your own past surveys rather than other companies, because the question, timing and audience change the result a lot.
How often should I run an NPS survey?
Ask each customer once, after they've used the product, and report the score monthly or quarterly. Surveying the same people too often lowers response rates and skews the answers.
Is NPS useful for a small store?
Yes, as a simple loyalty check and a source of quotes. With few responses the score swings a lot, so lean on the written comments until you have a few hundred answers.

Related terms

Browse the glossary

Churn rate

Churn rate is the share of customers or subscribers who stop buying in a given period.

Social proof

Social proof is evidence that other people buy and like a product, such as reviews, ratings, customer counts and press mentions.

LTV

LTV (customer lifetime value) is the total revenue or profit you expect from one customer over the whole relationship.

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