What is the Net Promoter Score (NPS)?
NPS (Net Promoter Score) is a customer loyalty index that measures a customer’s willingness to recommend your company, product or service to others.
The customer answers a single question:
“How likely are you to recommend us to a colleague or friend?”
(scale from 0 = definitely not, to 10 = definitely yes)
Based on their answers, customers are divided into 3 groups:
- Promoters (9–10) – loyal customers who actively recommend
- Passives (7–8) – satisfied, but not very loyal
- Detractors (0–6) – dissatisfied, may discourage others
Calculation of NPS:
NPS = % of promoters – % of detractors
E.g.
60% promoters – 20% detractors = NPS 40
The score can range from –100 to 100.
Why NPS is important for B2B companies
- It measures loyalty, not just satisfaction A
satisfied customer may not necessarily recommend the brand – NPS reveals the true relationship with the brand. - It identifies churn risks
Detractors = the first sign of potential customer loss. NPS helps you respond in time. - Captures brand ambassadors
Promoters can be used for testimonials, case studies or recommendations. - Easy to implement and comparable
One question, low cost, high informative value. - Supports a culture of service improvement
NPS is often supplemented by an open-ended question: “Why did you give this rating?” – and feedback can be acted upon immediately.
Practical use and examples
- Regular NPS measurements among SaaS service customers
Monthly collection – trend: NPS fell from 52 to 39 → identification of an onboarding issue. - Annual NPS for a B2B agency
Result: 74% promoters, 6% detractors → NPS = 68
Detractors contacted individually → 2 partnerships retained. - NPS as part of an exit survey
When a customer left – response “3” → it was revealed that this was a misunderstanding → subsequent renewal of the partnership. - NPS segmented by role
Difference between users (NPS 55) and decision-makers (NPS 28) → need to strengthen the relationship with management. - NPS among distributors
Low-scoring partners were involved in improvement workshops → 22-point increase in score within 6 months.
5 tips for using NPS effectively in B2B
- Focus on the trend, not a one-off figure
Track developments over time and respond to changes. - Ask regularly, but in moderation
E.g. 1–2 times a year or after a key milestone (onboarding, project). - Add an open-ended question
: “What is the main reason for your rating?” – this provides context and specific feedback. - Segment the results
By role, type of service, company size – different segments = different needs. - Respond to both critics and promoters. Reach
out to critics and address their concerns. Thank promoters and ask them for a reference or case study.
Related terms
- Customer Satisfaction (CSAT) – measures immediate satisfaction, not loyalty
- Customer Retention – customer retention; NPS directly influences it
- Churn Rate – a negative NPS often precedes customer churn
Further resources
- Bain & Company – Introducing the Net Promoter Score
- HubSpot – What Is NPS & Why It Matters
- Delighted – NPS Benchmarks by Industry
Summary
The Net Promoter Score is a quick and effective way to find out what your customers really think – and whether they would recommend you to others. In B2B, it is not just a metric, but also a tool for relationship management, risk identification and customer experience development. Would you like to implement NPS and use it effectively in your company? Please do not hesitate to contact us.