Net Promoter Score (NPS)

How likely customers are to recommend you.

Vanity Risk

NPS without segmentation hides critical signals. An overall NPS of 40 can mask power users at -10 and casual users at 60. Always segment by user type, tenure, and usage level.

NPS = % Promoters − % Detractors (ranges from −100 to +100)

What it measures

A loyalty metric based on one question: "How likely are you to recommend us?" (0-10 scale). Respondents are grouped as Promoters (9-10), Passives (7-8), or Detractors (0-6).

Benchmarks

Good: 30+
Excellent: 50+
World-class: 70+

What to watch

Rising: Improving loyalty. But NPS varies by industry, so compare to competitors rather than absolute benchmarks.
Falling: Investigate qualitative feedback from Detractors. A small NPS drop may reflect a vocal minority; a sustained decline signals systemic issues.

In practice

A hospitality app redesigned its booking flow and saw NPS jump from 32 to 48. But when they segmented by user type, power users' NPS actually dropped (they missed removed shortcuts). The team added back keyboard shortcuts for frequent bookers while keeping the simplified flow for casual users.