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GUIDE Customer Experience

What is NPS and how to calculate it

Net Promoter Score summarises how many customers would speak up for you versus against you. Here is the formula, a calculator, sample questions and the practical ways to move the score.

Cloud4Feed Research Team ·Updated 22 Oct 2026 ·5 min read
Quick answer

NPS is the percentage of promoters (answers 9–10) minus the percentage of detractors (answers 0–6) to the question “How likely are you to recommend us to a friend or colleague?”

% Promoters − % DetractorsTry the calculator ↓

At a glance

Question
How likely are you to recommend [Brand] to a friend or colleague?
Scale
0–10
Result
−100 to +100
Measures
Likelihood to recommend (loyalty)
Origin
Fred Reichheld, Bain & Company, 2003
IN THIS GUIDE
  • What is NPS?
  • How to calculate NPS
  • NPS calculator
  • Relational vs transactional NPS
  • When to use NPS, and when not to
  • Sample NPS survey questions
  • What is a good NPS?
  • How to improve NPS
  • NPS FAQ

What is NPS?

Net Promoter Score is a loyalty metric built on one question: how likely are you to recommend us to a friend or colleague? Customers answer on a scale from 0 to 10, and the score summarises how many of them would actively speak up for you versus against you.

The method was introduced by Fred Reichheld of Bain & Company in 2003. Because it is short and easy to compare, it has become one of the most widely used customer experience metrics.

How to calculate NPS

DetractorsPassivesPromoters012345678910

NPS = % Promoters − % Detractors

Passives count in the total, but not in the formula.
  1. 1Count every response to the NPS question.
  2. 2Group them: promoters (9–10), passives (7–8) and detractors (0–6).
  3. 3Divide each group by the total to get percentages.
  4. 4Subtract the detractor percentage from the promoter percentage.
Worked example200 responses: 110 promoters, 50 passives, 40 detractors.Promoters: 110 ÷ 200 = 55% · Detractors: 40 ÷ 200 = 20%NPS = 55 − 20 = 35NPS is written as a number, not a percentage: 35, not 35%.

NPS calculator

Enter your counts. The score updates as you type.

Relational vs transactional NPS

Teams ask the NPS question in two ways: once for the relationship with the brand, and once right after a specific interaction. The two are complements, not alternatives; the relational NPS guide shows how to read them together.

AspectRelational NPSTransactional NPS
QuestionHow likely are you to recommend [brand]?Based on today’s experience, how likely are you to recommend [brand]?
WhenQuarterly, six-monthly or yearlyRight after a purchase, call, visit or complaint
TracksRelationship health, loyalty, segmentsChannels, teams, branches, processes
AudienceLeadershipOperations
LimitationCannot show where a change came fromOne moment is not the whole relationship

When to use NPS, and when not to

Use NPS when you want to…
  • track customer loyalty and word of mouth over time
  • compare segments, brands or regions on one simple number
  • report relationship health to leadership
  • find promoters and detractors to follow up with
Choose another metric when you need to…
  • measure satisfaction with one specific experience: CSAT
  • find out how much effort a task took: CES
  • measure how employees feel about the workplace: eNPS
  • find which touchpoints drive the score: SEM
  • rank what customers value most: MaxDiff

Sample NPS survey questions

Relational

How likely are you to recommend [company] to a friend or colleague?

012345678910
Not at all likelyExtremely likely
Transactional

Based on your visit today, how likely are you to recommend [company] to a friend or colleague?

012345678910
Not at all likelyExtremely likely
Open follow-up

What is the main reason for your score?

Tip: always keep one open question. The score tells you how many people had a poor experience; their comments tell you why.

What is a good NPS?

Any score above 0 means you have more promoters than detractors. Beyond that, a ‘good’ NPS depends on your industry, market and channel, so the most useful comparison is your own trend over time and the gaps between your touchpoints.

If you compare against an industry benchmark, use a published source and check its date, sample and survey method.

How to improve NPS

Read every comment, not a sample

The score says how many customers are unhappy; the comment box says why. Read all of them and tag the topics that come up again and again.

Close the loop with detractors

Follow up quickly, fix what can be fixed and tell the customer what changed. Decide which scores open a case, for example every score of 6 or below, so no low score waits for someone to notice it. See the closing-the-loop guide.

Fix the drivers that move the score

Find which topics and touchpoints are linked to lower scores and start with the one that affects the most customers. A driver model such as SEM shows which levers matter most.

Doğanlar Mobilya +34 NPS pointsOver 24 monthsDoğanlar Mobilya measured NPS at every touchpoint — quote, contract, assembly and service — across five furniture brands. Read the story →

NPS FAQ

Passives (7–8) count in the total, so they lower both percentages, but they are not added or subtracted. They are generally satisfied but not enthusiastic enough to recommend you actively.

No. NPS is written as a number between −100 and +100. A result of 35 means promoters outnumber detractors by 35 percentage points.

Both. Relational NPS tracks the health of the relationship; transactional NPS diagnoses specific touchpoints. Read together, the gap between them shows where to look.

The fewer responses, the more the score moves by chance. Because NPS subtracts two percentages, it swings more than a simple average; watch the trend across several periods before reacting.

Only with care. Scores differ a lot by industry, country and survey method, so compare against your own history and a published benchmark that uses the same method.

HOW CLOUD4FEED HELPS

Surveys

Ask the right question, to the right person — in minutes.

Explore the module →

Net Promoter®, NPS® and Net Promoter Score® are registered trademarks of Bain & Company, Inc., NICE Systems, Inc. and Fred Reichheld.

Cloud4Feed Research Team

Our research, analytics and CX team writes about what we learn running feedback programmes across 15+ industries.

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Customer Experience

More measurement guides

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CSAT

CUSTOMER SATISFACTION Read the guide →

CES

CUSTOMER EFFORT SCORE Read the guide →

eNPS

EMPLOYEE NET PROMOTER SCORE Read the guide →

From the blog

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BLOG
Measurement & VoC

What Does NPS Actually Measure?

NPS captures an intention to recommend, not behaviour. Read it as one link in a chain from experience drivers to revenue, not as a target to hit.

Cenk Onur Ozan · 29 Sep 2026 · 2 min read
BLOG
Measurement & VoC

When VoC Data Puts Two Roads in Front of You

Fix the weak spots or grow the strengths? How VoC data shows which weaknesses are truly critical and which strengths are worth owning.

Cloud4Feed Research Team · 4 Jun 2026 · 1 min read
BLOG
Measurement & VoC

How to Improve NPS With Feedback Data: A 90-Day Plan

A 90-day plan to improve NPS: segment the score, read every comment, fix the drivers that matter most, close the loop with detractors and report the change.

Cloud4Feed Research Team · Updated 22 Oct 2026 · 4 min read

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AI-POWERED ENGAGEMENT
WhatsApp Conversational Interviews Voice AI Telephony Interviews ReActivate — Smart Retention Management
INTELLIGENCE & ANALYTICS
Conversation & Text Intelligence AI Insights & Predictive Analytics
See all solutions →
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Customer Experience Employee Experience Market Research
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Retail & E-Commerce Hospitality & Travel Finance & Insurance Automotive Telecom Healthcare Utilities Public Sector
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Marketing Customer Experience Department Customer Services HR Product Management Market Research
Customers
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Customer stories →Browse all resources →
Pricing
Why Cloud4FeedOne platform instead of five point tools. About UsWho we are and what we believe. PartnershipResell, implement or integrate Cloud4Feed. ContactTalk to sales, support or our team.
Request a Demo
Your NPS 35
55% promoters · 25% passives · 20% detractors · 200 responses
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