NPS (Net Promoter Score)

Category: Research

A single-question loyalty metric: how likely are you to recommend us on a 0 to 10 scale?

NPS = %Promoters (9 to 10) minus %Detractors (0 to 6). It's easy to run, benchmarks across industries, and correlates with retention, but it's noisy at small sample sizes, culture-biased (Americans score higher than Germans), and easily gamed. Pair it with a mandatory open-ended follow-up ('What's the primary reason for your score?') and treat that qualitative goldmine as the real deliverable.

Related terms

• Voice of Customer (VOC)

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.