NPS
Net Promoter Score
A customer sentiment metric based on how likely users are to recommend a product.
Definition
Net Promoter Score (NPS) measures customer loyalty by asking one question: “How likely are you to recommend this product to a friend or colleague?” Responses on a 0-10 scale categorize users as Promoters (9-10), Passives (7-8), or Detractors (0-6).
How NPS Is Calculated
NPS = % Promoters - % Detractors
The score ranges from -100 to +100. A positive score means more promoters than detractors.
| Score Range | Interpretation |
|---|---|
| 70+ | Excellent - strong word-of-mouth |
| 50-69 | Great - healthy customer base |
| 30-49 | Good - room for improvement |
| 0-29 | Needs attention |
| Below 0 | Critical - more detractors than promoters |
NPS vs CSAT vs CES
| Metric | Measures | Best For |
|---|---|---|
| NPS | Loyalty/advocacy | Overall relationship health |
| CSAT | Satisfaction | Specific interactions |
| CES | Effort required | Support and UX friction |
Tools That Track NPS
Different platforms handle NPS collection and analysis:
- Survicate - In-app NPS surveys with targeting
- Userpilot - NPS tied to user segments
- Hotjar - NPS alongside session recordings
Frequently Asked Questions
What’s a good NPS score for SaaS?
B2B SaaS companies typically see NPS scores between 30-50. Scores above 50 are considered excellent. However, benchmarks vary by industry - compare against your specific market rather than general averages.
How often should I survey for NPS?
Most companies survey quarterly or after key milestones (onboarding completion, renewal). Avoid surveying too frequently - once per quarter per user is a common cadence. Transactional NPS after support interactions can be more frequent.
Should I follow up with Detractors?
Yes. Detractor feedback is valuable for identifying problems. Many teams reach out personally to understand concerns. This can turn detractors into promoters while surfacing issues before they cause churn.