NPS (Net Promoter Score)

In today’s competitive business landscape, understanding customer satisfaction and loyalty is vital for the success of any product or service. Net Promoter Score (NPS) has emerged as a powerful tool for product managers to measure and evaluate customer sentiment. NPS provides valuable insights that can drive product improvements, inform marketing strategies, and enhance overall customer experience. In this article, we will explore the concept of NPS, its definition, key principles, and how it is implemented. Real-world examples will illustrate the significance of NPS in achieving business growth and customer loyalty.

Net Promoter Score (NPS) is a metric used to assess customer loyalty and satisfaction. It involves asking customers a single question: “On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?” Based on their responses, customers are categorized into three groups: Promoters (score 9-10), Passives (score 7-8), and Detractors (score 0-6).

Key Principles

  1. Simplicity: NPS is valued for its simplicity. With just one question, it captures the essence of customer sentiment and provides a clear indicator of customer loyalty.
  2. Focus on Promoters: Promoters are loyal customers who actively promote the product. The key principle is to leverage Promoters to drive referrals and positive word-of-mouth marketing.
  3. Addressing Detractors: Detractors are dissatisfied customers who may be at risk of churning. Addressing their concerns promptly can help in converting Detractors into loyal customers.

Implementation Process

  1. Survey Administration: Product managers can administer NPS surveys through various channels, such as email, in-app prompts, or website pop-ups. The survey should be brief and easily accessible to customers.
  2. Data Analysis: After collecting responses, product managers calculate the NPS by subtracting the percentage of Detractors from the percentage of Promoters. The result is a score ranging from -100 to +100.
  3. Follow-Up Action: Based on the NPS score, product managers should take appropriate actions. High NPS scores indicate satisfied customers, while low scores signify areas for improvement.

Real-World Examples

  1. Apple: Apple is known for its exceptional customer loyalty, reflected in its consistently high NPS. By prioritizing customer experience and product quality, Apple has cultivated a strong base of Promoters who recommend its products to others.
  2. Airbnb: Airbnb uses NPS as a key performance indicator to measure guest satisfaction. By actively addressing customer feedback and continuously improving its platform, Airbnb has achieved significant business growth and customer retention.


NPS measures customer loyalty and satisfaction through a single question survey. Promoters are loyal customers who actively promote the product, while Detractors are dissatisfied customers. Apple and Airbnb are examples of companies that use NPS effectively to drive customer loyalty and business growth.

Net Promoter Score (NPS) is a powerful tool that empowers product managers to gauge customer loyalty and satisfaction. Its simplicity and actionable insights make it a valuable metric in driving product enhancements and customer-centric strategies. By focusing on Promoters, addressing Detractors, and consistently monitoring NPS, product managers can foster long-term customer loyalty and business success.

Terms related to NPS (Net Promoter Score)