NPS (Net Promoter Score)
A metric measuring customer loyalty by asking how likely they are to recommend a product on a 0-10 scale.
Net Promoter Score (NPS) is a customer loyalty metric developed by Fred Reichheld at Bain & Company. It measures the likelihood that customers will recommend a company's product or service to others using a single question: 'On a scale of 0-10, how likely are you to recommend us?' Respondents are classified as Promoters (9-10), Passives (7-8), or Detractors (0-6). The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. Scores range from -100 to +100. NPS is closely related to testimonial collection because Promoters (9-10 scorers) are ideal candidates for testimonial requests — they've already indicated strong satisfaction.
Frequently Asked Questions
What is a good NPS score?
NPS scores range from -100 to +100. Generally, a score above 0 is acceptable (more promoters than detractors), above 30 is good, above 50 is excellent, and above 70 is world-class. However, benchmarks vary significantly by industry — SaaS companies average around 30-40, while consumer brands may see wider ranges. The most valuable use of NPS is tracking your own trend over time rather than comparing to external benchmarks.
How can NPS data improve testimonial collection?
NPS surveys identify your strongest advocates automatically. Promoters (9-10 scorers) have already expressed willingness to recommend you, making them ideal testimonial candidates. Set up automated workflows that trigger a testimonial request immediately after a customer gives a high NPS score — their positive sentiment is highest at that moment. This approach can increase testimonial response rates from the typical 5% to 25-35%.
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