What Is Net Promoter Score (NPS)?
NPS is one question that tells you how likely your customers are to recommend you. Here's what the score means and how to use it as a small business.
2 min read · Updated 2026-05-11
Short answer
Net Promoter Score (NPS) is based on one question: "How likely are you to recommend us to a friend or colleague?" rated 0–10. Customers who answer 9–10 are Promoters, 7–8 are Passives, 0–6 are Detractors. Your NPS = % Promoters − % Detractors. A score above 0 is okay; above 50 is excellent.
How NPS works
The NPS survey has two parts:
- The rating question (0–10 scale)
- A follow-up: "What's the main reason for your score?" (open text)
The follow-up is where the real value is — it tells you why customers feel the way they do.
Score interpretation:
- 9–10: Promoters — loyal customers who actively refer others
- 7–8: Passives — satisfied but not enthusiastic; vulnerable to competitors
- 0–6: Detractors — unhappy customers who may warn others away
NPS calculation: % Promoters − % Detractors. Scores range from −100 to +100.
What's a good NPS for small business?
Industry averages vary significantly. A score above 50 is considered excellent in most industries. Above 70 is world-class.
For small businesses, NPS is most useful as a trend, not an absolute number. Is it improving or declining over time? Are the reasons changing?
How to run an NPS survey
For small businesses, the simplest approach:
- Email: Include the question in a follow-up email after service. Tools like Typeform, Google Forms, or a dedicated NPS tool (Delighted, AskNicely) work well.
- Text: Send via SMS after a completed job. Short, high response rate.
- In person: At checkout or after a service. Tablet with the question, or a simple paper form.
Aim for a 20%+ response rate. If yours is lower, you're asking too late or with too much friction.
What to do with the results
Promoters: Ask them for a referral or a public review. They're already your biggest fans.
Passives: Identify what's missing and improve it. They're one bad experience away from becoming Detractors.
Detractors: Contact them personally and try to understand and resolve the issue. Even if you can't fix it, showing you care often prevents a public negative review.
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