What is the Net Promoter Score?

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The Net Promoter Score (NPS) is a metric developed to measure the likelihood that customers would recommend a company or brand to others.

The NPS is based on a single question: "On a scale of 0 to 10, how likely are you to turkey phone number data recommend our company/service/products to a friend or colleague?" Respondents are divided into three categories:

Net Promoter Score Scale
Promoters (value 9-10):
These customers are extremely satisfied and enthusiastic about their experiences with the company. They tend to actively recommend the brand and demonstrate high customer loyalty.

Passive (value 7-8):
These customers are satisfied, but not enthusiastic. They are less likely to proactively recommend the company, but they wouldn't proactively advise against it either. Instead, they behave passively—they are likely to give a positive review if actively asked.

Detractors (value 0-6):
These customers are dissatisfied and may proactively leave negative reviews and discourage others from buying from the brand.

Calculating the Net Promoter Score
The NPS calculation is based on the percentage distribution of the three categories mentioned above. The ratio of promoters (proactively recommend) to detractors (proactively discourage) is considered. Passives are not included in the calculation.

NPS calculation
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NPS = Percentage of Promoters - Percentage of Detractors

Suppose 60% of respondents in a survey responded as promoters and 20% as detractors. The NPS would then be:


The NPS can range from -100 to +100. A positive NPS indicates that more customers are willing to recommend the company, while a negative NPS indicates the opposite.