What Is Net Promoter Score (NPS) and Why Is It Important?

Net Promoter Score (NPS) measures customer loyalty with one question: "How likely are you to recommend us to a friend or colleague?" Customers answer on a scale from 0 to 10, and the answers sort them into three groups.

• Promoters (9 to 10) are loyal fans who are likely to recommend you
• Passives (7 to 8) are satisfied but would switch for a better offer
• Detractors (0 to 6) are unhappy and may warn others away

How to Calculate NPS

Subtract the percentage of detractors from the percentage of promoters. Passives count toward the total but not toward either group. The score runs from -100 to +100.

For example, if 200 customers answer and 120 are promoters (60%), 50 are passives (25%), and 30 are detractors (15%), your NPS is 60 minus 15, which is 45.

Why NPS Matters

The score is easy to track over time. Run the same question every quarter and you can see whether a product update, a new onboarding flow, or a support change moved it. The follow-up question, "What is the main reason for your score?", tells you what to fix.

Collect NPS Inside a Gleam Giveaway

The NPS Survey Action adds the NPS question to any giveaway. Entrants pick a score from 0 to 10 and can explain it in an optional box. Answering earns them an entry, so you hear from customers who would skip a standalone survey. The action is available on the Pro plan and above.

For more ways to reward and promote your surveys, read the complete guide to Running a Survey With Gleam.