{"id":42243,"date":"2025-08-26T07:03:00","date_gmt":"2025-08-26T14:03:00","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/how-to-use-net-promoter-scores-nps-in-marketing\/"},"modified":"2025-10-20T10:28:20","modified_gmt":"2025-10-20T17:28:20","slug":"how-to-use-net-promoter-scores-in-marketing","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/how-to-use-net-promoter-scores-in-marketing\/","title":{"rendered":"How to Collect and Use Net Promoter Scores (NPS) in Your Marketing"},"content":{"rendered":"<p data-start=\"218\" data-end=\"392\">Customer acquisition is getting more expensive \u2014 and retention isn\u2019t getting any easier. But there\u2019s one metric that can help you improve both: your Net Promoter Score (NPS).<\/p>\n<p data-start=\"394\" data-end=\"552\">NPS doesn\u2019t just measure customer satisfaction. It gives you insight into loyalty, areas of improvement, and new opportunities for growth.<\/p>\n<p data-start=\"554\" data-end=\"700\">In this article, you\u2019ll learn what NPS is, how to calculate it, and how to use it to strengthen your marketing and customer experience strategies.<\/p>\n<p data-start=\"554\" data-end=\"700\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-56729\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_definition.png\" alt=\"An NPS score is a metric that measures a customer's willingness to recommend a product or service to their friends and family.\" width=\"820\" height=\"460\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_definition.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_definition-300x168.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_definition-768x431.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><strong>What Is a Net Promoter Score?\u00a0<\/strong><\/h2>\n<p>An NPS score is a metric that measures a customer&#8217;s willingness to recommend a product or service to their friends and family. It\u2019s commonly used to gauge\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/customer-retention-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer satisfaction<\/a>\u00a0and brand loyalty, because if people are willing to recommend you, chances are they\u2019re happy with their experience.<\/p>\n<p data-start=\"449\" data-end=\"610\">To collect this data, you ask customers a simple question: \u201cOn a scale from 0 to 10, how likely are you to recommend [product or service] to a friend or colleague?\u201d<\/p>\n<p data-start=\"612\" data-end=\"677\">Based on their response, customers fall into one of three groups:<\/p>\n<ul>\n<li data-start=\"679\" data-end=\"764\">\n<p data-start=\"681\" data-end=\"764\"><strong data-start=\"681\" data-end=\"702\">Detractors (0\u20136):<\/strong>\u00a0Unhappy customers who may speak negatively about your brand<\/p>\n<\/li>\n<li data-start=\"765\" data-end=\"861\">\n<p data-start=\"767\" data-end=\"861\"><strong data-start=\"767\" data-end=\"786\">Passives (7\u20138):<\/strong>\u00a0Neutral customers don&#8217;t have a strong opinion about your brand<\/p>\n<\/li>\n<li data-start=\"862\" data-end=\"940\">\n<p data-start=\"864\" data-end=\"940\"><strong data-start=\"864\" data-end=\"885\">Promoters (9\u201310):<\/strong>\u00a0Loyal fans who are likely to recommend you to others<\/p>\n<\/li>\n<\/ul>\n<p>Once you have the responses in hand, it\u2019s time to calculate the score.<\/p>\n<h2>How to Calculate NPS<\/h2>\n<p>To calculate your NPS, you first determine the percentage of detractors, passives, and promoters. You then plug the total percentage of detractors and promoters into this NPS formula:<\/p>\n<p data-start=\"381\" data-end=\"417\">NPS = % Promoters \u2212 % Detractors<\/p>\n<p data-start=\"419\" data-end=\"586\">Passives are excluded from the calculation. Your final score will range from \u2013100 to +100, with higher scores indicating stronger customer loyalty and satisfaction.<\/p>\n<h3>NPS Score Example<\/h3>\n<p>For instance, let\u2019s say you get responses from 100 customers:<\/p>\n<ul>\n<li data-start=\"231\" data-end=\"277\">\n<p data-start=\"233\" data-end=\"277\">50% gave you a 9 or 10 (Promoters)<\/p>\n<\/li>\n<li data-start=\"278\" data-end=\"339\">\n<p data-start=\"280\" data-end=\"339\">30% gave you a score between 0 and 6 (Detractors)<\/p>\n<\/li>\n<li data-start=\"340\" data-end=\"418\">\n<p data-start=\"342\" data-end=\"418\">20% gave you a 7 or 8 (Passives) (not used in the final calculation)<\/p>\n<\/li>\n<\/ul>\n<p>Using the Net Promoter Score formula, here&#8217;s how you&#8217;d figure out your score:<\/p>\n<p data-start=\"445\" data-end=\"509\">NPS = 50% \u2212 30% = +20<\/p>\n<p data-start=\"511\" data-end=\"550\">So, your Net Promoter Score is +20.<\/p>\n<p data-start=\"511\" data-end=\"550\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-56730\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Good.png\" alt=\"A &quot;good&quot; NPS score is anything from zero to 30\" width=\"820\" height=\"460\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Good.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Good-300x168.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Good-768x431.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>What Is a Good NPS Score?<\/h2>\n<p>A &#8220;good&#8221; NPS score largely depends on your industry, since customer expectations vary widely across sectors. But as a general benchmark, anything from zero to 30 is typically considered good. However, a score close to zero only tells you you have more promoters than detractors, so that leaves a lot of room for improvement.<\/p>\n<p>According to\u00a0<a href=\"https:\/\/www.surveymonkey.com\/mp\/net-promoter-score-benchmarks-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">SurveyMonkey<\/a>, the average NPS score is 32 across all industries.<\/p>\n<p>Here&#8217;s how that breaks down by industry:<\/p>\n<ul>\n<li>Construction: 64<\/li>\n<li>Consulting: 48<\/li>\n<li>Education: 60<\/li>\n<li>Finance: 59<\/li>\n<li>Government: 62<\/li>\n<li>Healthcare: 62<\/li>\n<li>Insurance: 65<\/li>\n<li>SaaS and online services: 44<\/li>\n<\/ul>\n<p>So, if you\u2019re managing\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/content-marketing-tech-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing for a SaaS company<\/a>, you want the percentage of your promoters to be at least 44% higher than your percentage of detractors. For a finance company, the bar is much higher at 59%.<\/p>\n<h2>How to Collect NPS Feedback<\/h2>\n<p>The best time to send an NPS survey is immediately after a key interaction because it reflects how the customer feels at that moment. Here&#8217;s when and how to ask for the best results.<\/p>\n<h3>When to Ask<\/h3>\n<p>Send your NPS survey right after moments that matter, such as:<\/p>\n<ul>\n<li>A purchase or order confirmation<\/li>\n<li>After a service has been delivered<\/li>\n<li>Milestones in a subscription (e.g., at 3, 6, 9, and 12 months)<\/li>\n<li>After using a new product feature or service<\/li>\n<\/ul>\n<p>The key is to use your NPS survey question as more than just a way of measuring\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/building-client-loyalty-for-investment-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer loyalty.<\/a>\u00a0When asked at the right time, it doubles as a way to assess the performance of products, your service representatives, and tools.<\/p>\n<h3>Where to Ask<\/h3>\n<p>Make it easy for customers to respond by placing your NPS question in convenient, low-friction channels:<\/p>\n<ul>\n<li>SMS message \u2014 great for mobile-first customers<\/li>\n<li>Pop-up on your website or app that is triggered right after an action<\/li>\n<li><a href=\"https:\/\/www.clearvoice.com\/resources\/tips-how-to-analyze-and-improve-chatbots\/\" target=\"_blank\" rel=\"noopener noreferrer\">Chatbot conversation<\/a>\u00a0(include the survey at the end of a support session)<\/li>\n<li>QR code on product packaging that links directly to a feedback form.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-56735\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Question-Examples.jpg\" alt=\"Net Promoter Score Question Examples\" width=\"820\" height=\"746\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Question-Examples.jpg 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Question-Examples-300x273.jpg 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Question-Examples-768x699.jpg 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Net Promoter Score Question Examples<\/h2>\n<p>To get more responses, keep it brief and be transparent about why you&#8217;re asking for feedback. You can also personalize the question by adding the customer&#8217;s name.<\/p>\n<p>An incentive, such as a modest discount, can also encourage more responses.<\/p>\n<p>Here are some examples of NPS questions:<\/p>\n<ul>\n<li>Hi, [customer name]! We\u2019re collecting feedback to improve our service. How likely are you to refer us to a friend or colleague? Just click a number below. Thanks!<\/li>\n<li>Thank you for using our chatbot, [customer name]. To help us improve, please choose a number between 0 and 10 to score how likely you are to recommend us to a friend or colleague.<\/li>\n<li>Thanks for trying our new [name of new feature]. We&#8217;re always looking for ways to improve. After using it, how likely are you to recommend us to a friend or colleague on a scale of 0 to 10?<\/li>\n<\/ul>\n<h2>4 Ways to Use NPS in Your Marketing and Product Development<\/h2>\n<p>NPS data isn\u2019t something you want to let sit in your toolbox and collect rust. There are several ways it can inform your marketing strategy and product development.<\/p>\n<h3>1. Reach Out to Promoters Using Referral Campaigns<\/h3>\n<p>If someone gives you a score of 9 or 10, ask them to participate in a referral campaign. Reach out immediately via email, phone, or SMS.<\/p>\n<p>The offer should be simple and provide a tantalizing benefit, such as a discount on their monthly subscription or a discount on their next purchase for every new customer they refer.<\/p>\n<h3>2. Improve Your Products or Services Based on Feedback<\/h3>\n<p>NPS data can go a long way toward improving products and services because it provides clear insights into how your offerings are perceived by customers. This makes NPS data crucial for optimizing products or boosting\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-monthly-recurring-revenue-mrr\/\" target=\"_blank\" rel=\"noopener noreferrer\">subscription revenue.<\/a><\/p>\n<p>For instance, say you added a new payment method to your e-commerce site. If your NPS scores go up significantly after rolling out the new feature, that\u2019s a clear message. Additional payment methods improve convenience, customer satisfaction, and the likelihood of getting more customer referrals.<\/p>\n<h3>3. Fine-Tune Your Customer Service<\/h3>\n<p>NPS data is a powerful tool for evaluating and improving customer service because it provides data directly from your audience.<\/p>\n<p>For example, suppose you want to better understand the effect of a new\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/ai-nlp-options-compared-for-marketing-chatbot\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service chatbot<\/a>.\u00a0<span id=\"isPasted\">First, collect NPS scores after support interactions for a few months before launching the chatbot. Then, continue collecting NPS but compare the results.\u00a0<\/span><\/p>\n<p>If post-chatbot scores improve, it may indicate the chatbot is effectively meeting customer needs. If scores drop, it may be time to optimize its performance.<\/p>\n<h3><strong>4. Identify Pain Points of Detractors<\/strong><\/h3>\n<p>When a detractor submits a low score, follow up to ask them why and offer ways to make it up to them. Their answer can shed light on pain points you need to address.<\/p>\n<p>For instance, after someone submits a score between 0 and 6, you can follow up with, &#8220;We&#8217;re sorry we fell short. Could you please describe why you&#8217;re dissatisfied?&#8221;<\/p>\n<p>While analyzing customer responses, look for trends, such as the same issue popping up again and again. Then, strategize ways to address it.<\/p>\n<h2>Top NPS Tools<\/h2>\n<p>Ready to get started with NPS surveys? Here are some popular options:<\/p>\n<ul>\n<li><a href=\"https:\/\/help.surveymonkey.com\/en\/surveymonkey\/create\/net-promoter-score\/\" target=\"_blank\" rel=\"noopener noreferrer\">SurveyMonkey<\/a>\u00a0offers NPS features that cover the entire process, from creating and distributing surveys to analyzing the results.<\/li>\n<li><a href=\"https:\/\/www.hotjar.com\/nps-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hotjar<\/a>\u00a0includes NPS-specific tools for building questions, sending follow-ups, and tracking feedback over time.<\/li>\n<li><a href=\"https:\/\/delighted.com\/nps\" target=\"_blank\" rel=\"noopener noreferrer\">Delighted<\/a>\u00a0is built specifically for NPS and includes tools to customize surveys to match your brand and goals.<\/li>\n<li><a href=\"https:\/\/www.asknicely.com\/nps-software\" target=\"_blank\" rel=\"noopener noreferrer\">AskNicely<\/a> focuses on clean, user-friendly interfaces that make it easy to collect more NPS responses.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-56733\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Today.png\" alt=\"Your NPS score provides invaluable insight that helps you improve products, build referral campaigns, and refine services.\" width=\"820\" height=\"460\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Today.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Today-300x168.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2019\/04\/Net-Promoter-Score_Today-768x431.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Put Your NPS Score to Work for You Today<\/h2>\n<p id=\"isPasted\">Your NPS score does much more than measure customer satisfaction. It provides invaluable insight that helps you improve products, build referral campaigns, and refine services.<\/p>\n<p>Think of your NPS score as a window into what your customers value most. And use it to improve the customer journey from start to finish.<\/p>\n<p data-start=\"354\" data-end=\"439\">At ClearVoice, our freelance writers, content strategists, and SEO pros can help you:<\/p>\n<ul data-start=\"440\" data-end=\"647\">\n<li data-start=\"440\" data-end=\"515\">\n<p data-start=\"442\" data-end=\"515\">Translate NPS feedback into helpful blog topics, case studies, and testimonials<\/p>\n<\/li>\n<li data-start=\"516\" data-end=\"578\">\n<p data-start=\"518\" data-end=\"578\">Align content with your highest-rated customer touchpoints<\/p>\n<\/li>\n<li data-start=\"579\" data-end=\"647\">\n<p data-start=\"581\" data-end=\"647\">Highlight promoters in success stories and referral-driven content<\/p>\n<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\" target=\"_blank\" rel=\"noopener noreferrer\">Connect with a content specialist<\/a>\u00a0today to learn more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Martech expert Ben Beck outlines the best ways to collect NPS &#8211; and to make the most of them in your marketing.<\/p>\n","protected":false},"author":186,"featured_media":56731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177,167],"tags":[151,138],"ppma_author":[300],"class_list":["post-42243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-resources-featured","tag-analytics","tag-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Use Net Promoter Score (NPS) to Improve Your Marketing<\/title>\n<meta name=\"description\" content=\"Learn how to collect, calculate, and use Net Promoter Scores (NPS) to boost customer retention, improve service, and 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