NPS, or Net Promoter Score, measures customer loyalty with a single question: "How likely are you to recommend us?" on a 0-10 scale. Respondents are grouped into promoters (9-10), passives (7-8), and detractors (0-6). The score is the percentage of promoters minus the percentage of detractors, producing a number from -100 to +100.
NPS measures relationship strength rather than satisfaction with one interaction, so it is best run on a steady cadence - quarterly or twice a year - with consistent timing and channel so the trend line stays comparable. The score itself matters less than the follow-up question ("what is the main reason for your score?") and the trend over time. As a rough benchmark, B2B software often lands between +20 and +40.
It is one of three standard experience metrics alongside CSAT (satisfaction with a specific interaction) and CES. The surveys guide explains how to run all three, and running NPS the right way covers cadence and closing the loop.
Related terms
CSAT (Customer Satisfaction Score)
A metric capturing how satisfied a customer was with a specific interaction, usually on a 1-5 scale measured right after the event.
Conversion rate
The percentage of people who complete a desired action - submitting a form, finishing a funnel - out of those who started or saw it.
Double opt-in
A signup confirmation flow where a subscriber must click a verification link in an email before being added to a list.
Read the full guide