What Is Net Promoter Score (NPS) and Why Is It Important?
Net Promoter Score (NPS) is a widely used metric that helps businesses understand customer loyalty. It is based on a single question: “How likely are you to recommend our product or service to a friend or colleague?” Customers respond on a scale from 0 to 10.
Based on their response, customers fall into three groups. Promoters (9–10) are loyal advocates who are likely to recommend you. Passives (7–8) are satisfied but unenthusiastic. Detractors (0–6) are unhappy customers who may discourage others from using your product.
NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. A higher score indicates stronger loyalty, which often correlates with repeat usage, referrals, and long-term growth.
Surveys are essential for improving NPS because they add context behind the score. While the NPS number shows how customers feel, follow-up questions explain why they feel that way. Asking customers what influenced their rating helps identify friction points, unmet expectations, or moments that create delight.
Regular NPS surveys also make it easier to track trends over time. You can see whether product updates, support improvements, or onboarding changes positively affect customer sentiment. This turns NPS from a static number into an ongoing feedback loop.
Gleam can be used to run NPS surveys through tools like Typeform, helping you collect structured feedback while encouraging participation. Incentivised surveys often achieve higher response rates, giving you a more representative view of customer sentiment.
Using NPS surveys consistently helps teams prioritise improvements, close feedback loops, and build experiences that turn more customers into long-term promoters.
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What Is User Generated Content?
User-generated content (UGC) is any content created and shared by your customers or followers — such as photos, reviews, or videos — that features your brand or products.