Net Promoter Score / Marketing Terms Net Promoter Score Net promoter score (NPS) is a widely used metric that measures customer loyalty and satisfaction by asking one simple question: “How likely are you to recommend our product, service or organisation to a friend or colleague?” Respondents answer on a scale from 0 to 10, and based on their score, they are grouped into three categories: Promoters (9–10), Passives (7–8) and Detractors (0–6). To calculate NPS, subtract the percentage of Detractors from the percentage of Promoters. Passives are not included in the calculation. The result is a number between –100 and +100. A high score indicates strong customer loyalty, while a low or negative score may suggest dissatisfaction or weak engagement. For example, if 70 percent of your respondents are Promoters and 10 percent are Detractors, your NPS is 60. NPS helps organisations understand customer sentiment and identify areas for improvement. It is commonly used in B2B, SaaS and nonprofit sectors to measure the effectiveness of programs, products or services. For nonprofits, NPS can reflect supporter satisfaction, volunteer experience or donor trust. For businesses, it can guide customer success efforts, inform product development and align internal teams around user experience goals. To get the most value from NPS, follow up with qualitative questions that explain why respondents gave their rating, and act on that feedback to strengthen relationships.