Net Promoter Score (NPS) is a customer loyalty metric based on a single survey question asking customers how likely they are to recommend a business to others, scored from 0 to 10, used to track overall customer satisfaction and loyalty over time.
How Net Promoter Score works
Respondents scoring 9 or 10 are classed as promoters, those scoring 7 or 8 as passives, and those scoring 0 to 6 as detractors. The overall NPS is calculated as the percentage of promoters minus the percentage of detractors, giving a score between -100 and +100. Businesses typically track NPS over time, benchmark it against industry norms, and pair the numeric score with a follow-up open text question to understand the reasons behind it, feeding results back into case management so low scores can trigger a personal follow-up.
How UK businesses use Net Promoter Score
- A business sends an NPS survey after a support interaction, using the score to identify customers at risk of leaving and following up personally with detractors.
- A company tracks its NPS score over several years to measure whether changes to its product or service are improving overall customer loyalty.
- A customer service team reviews NPS follow-up comments alongside the numeric score to identify specific, recurring issues driving low scores.
- A business benchmarks its NPS against others in its industry to understand how its customer loyalty compares, rather than judging the score in isolation.
How Advantage supports NPS tracking
Advantage helps businesses capture and act on NPS feedback within Dynamics 365, linking survey responses to customer records so low scores can trigger a follow-up and trends can be tracked over time.
Frequently Asked Questions
What is considered a good NPS score?
This varies significantly by industry, so a score is generally more meaningful when compared against a business's own historical trend or relevant industry benchmarks, rather than judged against an absolute number.
What is the difference between a promoter and a passive in NPS?
Promoters, scoring 9 or 10, are considered loyal customers likely to recommend the business, while passives, scoring 7 or 8, are satisfied but less enthusiastic and more open to switching to a competitor.
Can NPS be tracked automatically within a CRM system?
Yes, many businesses trigger NPS surveys automatically after key interactions, such as a purchase or support case, feeding the results back into the CRM against the relevant customer record.
