Net Promoter Score
Poll your user base for its promoters and detractors and calculate the NPS.
What is Net Promoter Score?
Net Promoter Score (NPS) is a customer loyalty metric that measures how likely your customers are to recommend your product or service to others on a scale of 0-10. Based on their responses, customers are categorized as Promoters (9-10), Passives (7-8), or Detractors (0-6). The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters, resulting in a score between -100 and +100.
This experiment is particularly valuable for startups because it provides a simple yet reliable indicator of customer satisfaction and potential word-of-mouth growth. Unlike complex satisfaction surveys, NPS focuses on one critical question that predicts customer behavior and business growth potential. It serves as an early warning system for product-market fit issues and helps identify your most valuable customers who can become brand advocates.
When to Use This Experiment
• Post-MVP launch when you have at least 30-50 active users to get statistically meaningful results • After major product updates to measure impact on customer satisfaction and loyalty • Before seeking investment to demonstrate market validation and customer satisfaction metrics • Quarterly or monthly intervals for established products to track satisfaction trends over time • When planning expansion to new markets or customer segments to baseline current satisfaction • After customer support interactions to measure service quality impact on loyalty • Before pricing changes to understand how loyal your current customer base is
How to Run This Experiment
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Design your survey - Create a simple survey with the core NPS question: 'On a scale of 0-10, how likely are you to recommend [product/service] to a friend or colleague?' Add one optional follow-up question asking for the reason behind their score.
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Select your sample - Choose a representative sample of active users who have used your product for at least 2-4 weeks. Aim for 100+ responses for reliability, but start with your entire user base if smaller.
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Choose distribution channels - Send surveys via email, in-app notifications, or post-purchase flows. Use tools like Typeform, SurveyMonkey, or built-in product analytics platforms. Time sends for when users are most engaged.
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Collect responses over 1-2 weeks - Allow sufficient time for responses while the experience is fresh. Send one follow-up reminder to non-respondents after 3-5 days.
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Calculate your NPS - Categorize responses: Promoters (9-10), Passives (7-8), Detractors (0-6). Calculate NPS = (% Promoters) - (% Detractors). Ignore Passives in the calculation.
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Analyze qualitative feedback - Review the 'why' responses to understand drivers behind scores. Categorize feedback themes to identify improvement opportunities and strengths.
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Benchmark your score - Compare against industry standards (varies by sector, but >0 is good, >50 is excellent). More importantly, track changes over time.
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Create action plan - Address common Detractor concerns, leverage Promoter feedback for marketing, and reach out to Promoters for testimonials or referrals.
Pros and Cons
Pros
• Highly reliable predictor of business growth and customer retention with strong correlation to revenue • Simple to implement with just one core question that's easy for customers to understand and answer • Industry benchmarks available allowing comparison with competitors and sector standards • Actionable insights from qualitative feedback help prioritize product improvements • Cost-effective method requiring minimal resources while providing maximum insight value
Cons
• Requires substantial user base (50+ active users minimum) for statistically significant results • Cultural bias as scoring patterns vary across different countries and demographics • Lagging indicator that reflects past experiences rather than predicting future behavior • Doesn't identify specific issues without qualitative follow-up questions and analysis • Response bias where only very satisfied or very dissatisfied customers tend to respond
Real-World Examples
Airbnb uses NPS extensively to measure host and guest satisfaction, achieving scores above 70 by focusing on trust and user experience improvements. They segment NPS by different user journeys (booking, check-in, stay experience) to identify specific improvement areas and have used Promoter feedback to develop new features like Instant Book.
Slack implemented NPS surveys early in their growth phase and consistently achieved scores above 60, which helped validate their product-market fit before major funding rounds. They use NPS data to identify power users for beta testing and leverage Promoter testimonials in their marketing campaigns.
Dropbox famously used NPS as a key metric during their rapid growth phase, maintaining scores above 68 while scaling from thousands to millions of users. They correlate NPS scores with actual referral behavior and use Detractor feedback to prioritize feature development and reduce churn rates.