What is Net Promoter?
Customer loyalty measurement


NPS Detractors Passives Promoters

  • Promoters
    Loyal enthusiastic customers, who return again and again to buy from the company, and who recommend you to their friends, colleagues and family.

  • Passives
    Satisfied customers, but unenthusiastic about your brand. There is nothing driving them away, but they are vulnerable to being enticed to your competitors.

  • Detractors
    Unhappy, dissatisfied customers, who may damage your brand by spreading negative information, either directly (word-of-mouth) or on social media.







NPS speedo Detractors Passives Promoters
Netpromoter graphic with explanation

  • What could be done better and what was done well

  • What the customer liked most, what they liked least



  • Retail: Apple, Avis, Home Deport, Hertz

  • Financial: Allianz, ING, HSBC, AMEX, Westpac

  • B2B: KPMG, PricewaterhouseCoopers, Bearing Point

  • Consumer Products: Lego, Proctor & Gamble, Grohe

  • Technology: HP, Canon, Dell, LG, Sony, Symantec

  • Telecom: Virgin Media, Verizon, Vodafone, Nokia