how to measure net promoter score (nps)

A Guide to:

Kayako’s Customer Support Metrics deep dive series

Net Promoter

10

What is Net Promoter Score?

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Net Promoter Score was developed as a way tomeasure customer loyalty.

It indicates the likelihood that your current customerswould recommend your product or service to people in

their network.

What is Net Promoter Score?

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Net Promoter Scores are very e�ective at indicating customer loyalty (the likelihood that a customer will

purchase from your company again).

Why should you measure Net PromoterScore?

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It helps you identify which customers are at risk of churning. It also helps identify your promoters who are

helpful for case studies and referrals.This survey usually includes a follow up question that

helps identify why customers are demoters or why they are promoters, which is equally as important.

Why should you measure Net PromoterScore?

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Your guide to all the customer support metrics thatmatter, and how to calculate them.

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How to measure yourNet Promoter Score

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Ask your customers how likely they are to recommend your product or company to someone else, on a scale

of 0-10.Scores between 0-6 are detractors, 7-8 are neutral,

and 9-10 are promoters.


1 2 3

Detractors Passives Promoters

4 5 6 7 8 9 10

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NPS benchmarks vary hugely by industry, so look at benchmarks for your industry to get a sense of what

you should be aiming for.


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Check your industry average

% promoters

% detractors= Your NPS


*Tip: Your NPS score will be a number between -100 and 100. The higher the score, the better.

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So you’ve got yourNet Promoter Score…

Now what?

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(NPS benchmarks vary by industry)

Low Net Promoter Score?

Anything below 10

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Anything below 10

What this means:


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This score is indicative of your customer experienceacross the whole company, and isn’t always up to just

the support team to improve.There can be many reasons for a low NPS - bad

service, a negative product experience, pricing that’s too high (or even too low!).


Anything below 10

What this means:

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What to do:


Anything below 10

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Follow up with your detractors (people who scored you less than 7) and ask why they gave you this score.Gaining this insight will help you see what you can do to improve your NPS and your customer experience.

Do this survey periodically to see if your changes haveimproved your score.

What to do:


Anything below 10

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High Net Promoter Score?

Anything above 10

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What this means:


Anything above 10(NPS benchmarks vary by industry)

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Double check scores for your industry to see where you sit in comparison to similar companies.

If you’re on the middle or higher end of that scale, you’re doing great!

What this means:


Anything above 10

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What to do:


Anything above 10

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Periodically survey your customers to make sure that your score doesn’t go down over time.

Follow up with your promoters (those who scored you 9 or 10) and turn them into brand advocates (invite them

to be beta testers, have them participate in case studies).


Anything above 10

What to do:

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Get the UltimateGuide to SupportMetrics cheat sheet.

Your guide to all the customer support metrics thatmatter, and how to calculate them.

Check it out!

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how to measure net promoter score (nps)

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