Ever wondered how brands know if customers actually love them — not just "like" them? That's where Net Promoter Score, or NPS, comes in. It's a simple but powerful tool used by businesses worldwide to measure customer loyalty and overall satisfaction.
Imagine you just had an amazing meal at a restaurant. Would you recommend it to your friends? If yes, you’re what companies call a "Promoter." But if the experience was just average — or worse — you probably wouldn’t bring it up. That’s the whole idea behind NPS. It doesn’t just measure satisfaction; it measures how likely you are to advocate for a brand.
The Net Promoter Score didn't just appear one day. It came from years of research and a simple idea: if a customer really likes your business, they’ll tell others.
In the early 2000s, Fred Reichheld, a business strategist at Bain & Company, asked a big question:
“What’s the one simple number that can predict a company’s future growth?”
Fred saw that many companies used long, confusing surveys that didn’t help improve business. He believed there had to be a better way — something quick and meaningful.
So, he asked customers one simple question: “Would you recommend us to your friends or colleagues?” This question turned out to reveal a lot about how customers truly feel.
Fred published his findings in 2003 in the Harvard Business Review article titled “The One Number You Need to Grow.” The idea quickly caught on, and today, thousands of companies use NPS worldwide.
NPS is based on one simple question:
“On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?”
Based on their answers, customers fall into three groups:
To calculate NPS:
NPS = % of Promoters − % of Detractors
For example, if out of 100 customers:
Promoters = 60%, Detractors = 20% → NPS = 60 – 20 = 40
Scores range from -100 (all Detractors) to +100 (all Promoters). The higher, the better.
NPS varies by industry, but here’s a simple guide:
Globally, the average NPS hovers around 30.
Many famous brands have embraced NPS — but each started at different times and for different reasons.
Apple began using NPS around 2007. After every store visit, customers got asked the NPS question. Low scores triggered quick personal follow-ups by managers, showing how much Apple cares about every customer experience.
In the late 2000s, Amazon integrated NPS throughout its services — from fast delivery to easy returns and packaging quality. This helped Amazon maintain industry-leading customer satisfaction.
Netflix started using NPS between 2013 and 2015. They tracked how users felt after watching shows or testing new features to keep subscribers happy and reduce cancellations.
Since 2014, Tesla has tracked NPS after deliveries, service visits, and test drives. Tesla’s score often exceeds 90, showing strong owner loyalty and word-of-mouth promotion.
Since 2008, Zappos uses NPS to measure customer satisfaction after support calls. Their goal: make every interaction so delightful people want to tell others.
In the early 2010s, AmEx began using NPS across all customer touchpoints — web, mobile, and phone — to deepen trust and loyalty in a competitive market.
Around 2014, Airbnb made NPS part of their user experience to ensure both guests and hosts felt heard and supported — critical for a platform based on trust between strangers.
Slack started using NPS in 2015 to measure satisfaction and loyalty among business users. Positive scores helped guide product improvements.
If the biggest companies put so much trust in NPS, it’s worth paying attention.
Imagine you run a small shop and find your NPS is +10. That’s okay, but you want better. You listen to feedback, fix problems, and after a few months, your NPS jumps to +40. That means more happy, loyal customers — and real growth.
NPS is more than a number — it’s a reflection of trust and loyalty. Whether you’re a business owner or just curious, using tools like our free NPS Calculator can help you understand and improve what really matters: your customers.