{"id":7976,"date":"2026-10-24T13:28:17","date_gmt":"2026-10-24T06:28:17","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/net-promoter-score-nps\/"},"modified":"2026-10-24T13:28:17","modified_gmt":"2026-10-24T06:28:17","slug":"net-promoter-score-nps","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/net-promoter-score-nps\/","title":{"rendered":"Net Promoter Score (NPS)"},"content":{"rendered":"<p>Net Promoter Score (NPS) is a customer loyalty metric based on one question: &#8220;How likely are you to recommend us to a friend or colleague?&#8221;, answered on a scale from 0 to 10. NPS equals the percentage of customers who score 9 or 10 minus the percentage who score 0 to 6.<\/p>\n<h2>What is NPS?<\/h2>\n<p>NPS was created in 2003 by Fred Reichheld, a partner at Bain &amp; Company (<a href=\"https:\/\/www.netpromotersystem.com\/about\/\" target=\"_blank\" rel=\"nofollow noopener\">Bain &amp; Company, About the Net Promoter System, accessed October 2026<\/a>). He introduced it in &#8220;The One Number You Need to Grow&#8221; in the December 2003 issue of Harvard Business Review (<a href=\"https:\/\/hbr.org\/2003\/12\/the-one-number-you-need-to-grow\" target=\"_blank\" rel=\"nofollow noopener\">Harvard Business Review, December 2003<\/a>). Reichheld shared the method so any company could apply it. Net Promoter and NPS are registered trademarks of Bain &amp; Company, NICE Systems and Fred Reichheld.<\/p>\n<h2>How to calculate NPS<\/h2>\n<p>Bain sorts respondents into three groups (<a href=\"https:\/\/www.netpromotersystem.com\/about\/measuring-your-net-promoter-score\/\" target=\"_blank\" rel=\"nofollow noopener\">Bain &amp; Company, Measuring Your Net Promoter Score, accessed October 2026<\/a>):<\/p>\n<table>\n<tr>\n<th>Group<\/th>\n<th>Score<\/th>\n<th>How Bain describes them<\/th>\n<\/tr>\n<tr>\n<td>Promoters<\/td>\n<td>9 to 10<\/td>\n<td>Loyal, enthusiastic fans who praise the company to friends<\/td>\n<\/tr>\n<tr>\n<td>Passives<\/td>\n<td>7 to 8<\/td>\n<td>Satisfied for now, may defect if a competitor&#8217;s ad catches their eye<\/td>\n<\/tr>\n<tr>\n<td>Detractors<\/td>\n<td>0 to 6<\/td>\n<td>Unhappy customers with high churn rates<\/td>\n<\/tr>\n<\/table>\n<p>The NPS formula: <strong>NPS = % Promoters &#8211; % Detractors<\/strong>. Passives are left out of the formula but still count in the total number of respondents. The result runs from -100 (everyone scores 0 to 6) to +100 (everyone scores 9 or 10).<\/p>\n<p><strong>Example (hypothetical):<\/strong> a spa chain sends a survey after each treatment and gets 200 responses:<\/p>\n<ul>\n<li>110 people score 9 or 10: 110 \/ 200 = 55% Promoters.<\/li>\n<li>50 people score 7 or 8: 25% Passives.<\/li>\n<li>40 people score 0 to 6: 40 \/ 200 = 20% Detractors.<\/li>\n<\/ul>\n<p>NPS = 55 &#8211; 20 = 35. Write it as 35, not 35%, because NPS is the difference between two percentages.<\/p>\n<p>Bain uses a 0 to 10 scale for two reasons. Including zero stops people from mixing up the ends of the scale, as they sometimes do on a 1 to 10 scale. Eleven points also give enough choice that people don&#8217;t default to the top score for an experience that was merely fine.<\/p>\n<h2>Using NPS in marketing in Vietnam<\/h2>\n<p>Bain suggests tracking NPS for each business, product, store and customer service team, and for each <a href=\"\/en\/glossary\/customer-segmentation\/\">customer segment<\/a>. For the spa chain above, NPS by branch or by therapist is more useful than one company-wide number.<\/p>\n<p>Tie the question to a specific touchpoint: after delivery, after a free trial ends, after a support call. For customers who have already transacted, a survey sent through <a href=\"\/en\/glossary\/zalo-notification-service-zns\/\">ZNS<\/a> falls under Tag 2, customer care (<a href=\"https:\/\/zalo.solutions\/business-message\/guidelines\/quy-dinh-chung-khi-kiem-duyet-mau-zbs-template-message\" target=\"_blank\" rel=\"nofollow noopener\">Zalo Business Solutions, template rules, October 2026<\/a>). Add an open question, &#8220;Why did you give this score?&#8221;, so you know what to fix. Customers who score 0 to 6 should get a call from your <a href=\"\/en\/glossary\/customer-service\/\">customer service<\/a> team within a few days.<\/p>\n<h2>NPS vs related metrics<\/h2>\n<table>\n<tr>\n<th>Metric<\/th>\n<th>What it measures<\/th>\n<th>Data source<\/th>\n<\/tr>\n<tr>\n<td>NPS<\/td>\n<td>Whether customers say they would recommend you<\/td>\n<td>Survey<\/td>\n<\/tr>\n<tr>\n<td><a href=\"\/en\/glossary\/retention-rate\/\">Retention rate<\/a><\/td>\n<td>Share of customers who stay after a period<\/td>\n<td>Purchase and login data<\/td>\n<\/tr>\n<tr>\n<td><a href=\"\/en\/glossary\/churn-rate\/\">Churn rate<\/a><\/td>\n<td>Share of customers who leave in a period<\/td>\n<td>Purchase and cancellation data<\/td>\n<\/tr>\n<\/table>\n<p>NPS captures attitude; the other two capture behavior. Track them together and you can see whether a segment&#8217;s NPS drops before or after its churn rises.<\/p>\n<h2>FAQ<\/h2>\n<h3>What is a good NPS score?<\/h3>\n<p>There is no single threshold for every industry. An NPS above 0 means you have more promoters than detractors. The most useful comparison is against yourself, quarter by quarter, with the same question asked at the same point in the journey.<\/p>\n<h3>Is NPS the percentage of satisfied customers?<\/h3>\n<p>No. In the example above, 80% of customers scored 7 or higher, yet the NPS is only 35, because the 25% Passives are not added and the 20% Detractors are subtracted.<\/p>\n<p>If you want to build NPS surveys into ZNS, email or your CRM and measure them by touchpoint, <a href=\"\/en\/contact\/\">contact Adtek<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Net Promoter Score (NPS) is a customer loyalty metric based on one question: &#8220;How likely are you to recommend us to a friend or colleague?&#8221;, answered on a scale from 0 to 10. NPS equals the percentage of customers who score 9 or 10 minus the percentage who score 0 to 6. What is NPS? [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Net Promoter Score (NPS): Formula and Example","_yoast_wpseo_metadesc":"What is NPS? 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