Net Promoter Score

Net Promoter Score is a simple metric used to assess customer loyalty based on a single question, gauging their likelihood to recommend a company, product, or service to others.


The Net Promoter Score (NPS) is a customer loyalty metric that measures how likely customers are to recommend a product or service to others. By asking a single question on a scale of 0 to 10, NPS categorizes respondents into Promoters, Passives, and Detractors. NPS is valuable in customer satisfaction, marketing, and customer experience management, where tracking loyalty trends and understanding customer advocacy guides retention strategies, service improvements, and growth.

Suitable for

  • an alternative to the classic satisfaction survey;
  • comparing the loyalty of your customers and the customers of competing services;
  • revealing the ratio of loyal and disloyal customers.


NPS Survey Design

A well-crafted survey design that includes clear and concise questions to measure customers' satisfaction and their likelihood to recommend the product or service to others. The survey should have a main question to determine the NPS score followed by open-ended questions to gather additional feedback if needed.

NPS Distribution Plan

A plan outlining the appropriate channels and schedule for distributing the NPS survey to the target audience, ensuring high response rates and accurate representation of the user base.

NPS Data Analysis

A comprehensive analysis of the collected NPS data, including calculation of the Net Promoter Score (based on Promoters, Passives, and Detractors) and the identification of patterns and trends in customer responses.

Segmentation Analysis

An analysis of how the Net Promoter Score may vary across different customer segments (e.g. demographics, geographic location, usage behavior) to better understand the drivers of satisfaction and loyalty among various groups.

NPS Benchmarking

A comparison of the company's NPS against industry standards, competitors, or any other relevant benchmarks that will provide insight into how the company is performing and potential areas for improvement.

Customer Feedback Insights

An analysis of qualitative feedback provided by customers through open-ended survey questions, helping to identify common themes, specific pain points, and opportunities for improvement to enhance the overall user experience.

NPS Recommendations Report

A report highlighting the key findings from the NPS research, along with actionable recommendations for improving customer satisfaction and loyalty. This report should be tailored to the needs of relevant stakeholders and decision-makers within the organization.

NPS Tracking Dashboard

A visual dashboard displaying the company's NPS progress over time, allowing stakeholders to monitor changes in customer satisfaction and loyalty effectively and make data-informed decisions to optimize the user experience.



Define Objectives

Clearly define the purpose of your NPS survey. Determine the desired outcome, main goals, and the specific aspects of user experience to be measured.


Identify Target Audience

Identify the segment of users or customers who will be participating in the survey. This could include new users, long-term customers, or potential customers at various stages of their experience with your product or service.


Craft the NPS Question

Create the primary NPS question, asking respondents to rate on a scale of 0-10 how likely they are to recommend your product or service to a friend or colleague. The question should be clear, concise, and unbiased in its wording.


Include Follow-Up Questions

Add open-ended follow-up questions to gather qualitative data on the reasons for the respondent's score. This could include asking what the user likes most or least and what improvements could be made to enhance their experience.


Design and Distribute the Survey

Choose a survey platform or tool to create and distribute your NPS survey. Ensure it's user-friendly, mobile-responsive, and accessible. Share the survey via email, in-app prompts, or other methods that effectively reach your target audience.


Collect and Analyze Responses

Gather survey responses from participants and analyze the data. Calculate the NPS by subtracting the percentage of detractors (those who scored 0-6) from the percentage of promoters (those who scored 9-10). Passive respondents (those who scored 7-8) are not included in the calculation.


Identify Areas for Improvement

Thoroughly review the quantitative and qualitative data to identify common themes and trends. Use this analysis to pinpoint areas in which the user experience can be improved.


Develop and Implement Action Plans

Create action plans to address the identified areas for improvement. Prioritize tasks, allocate resources, and set realistic timelines to implement the necessary changes.


Monitor and Reassess

Continuously track and analyze the impact of the implemented changes on user experience and NPS. Reassess and adjust the strategy as needed to ensure consistent improvement and progress toward goals.

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